Spamhaus answers questions
Lost in all of the DOS attack news this week is that the first installment of Spamhaus answering questions from marketers in Ken Magill’s newsletter.
It’s well worth a read for anyone who is interested in hearing directly from Spamhaus.
One quote stood out for me, and it really sums up how I try to work with clients and their email programs.
Playing evasion games to avoid traps is nearly infinitely more difficult and troublesome than simply practicing good acquisition and hygiene.
This, to me, is the crux of what I do as a delivery expert. I tell clients how to get into the inbox by sending mail their recipients want. I’m not so dogmatic to think there is one way to do this. There are lots of ways to send good mail, have good hygiene and acquire good addresses. What works for one market may or may not work for another. The real trick is understanding the why of the rule, not just the rule.
IOW, delivery is all about the spirit rather than the rule of law.