About the @ sign
The @ sign is ubiquitous online. We use it and we don’t think about it. But the history of the @ sign is more complicated than we realize.
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Setting expectations at the point of sale
In my consulting, I emphasize that senders must set recipient expectations correctly. Receiver sites spend a lot of time listening to their users and design filters to let wanted and expected mail through. Senders that treat recipients as partners in their success usually have much better email delivery than those senders that treat recipients as targets or marks.
Over the years I’ve heard just about every excuse as to why a particular client can’t set expectations well. One of the most common is that no one does it. My experience this weekend at a PetSmart indicates otherwise.
As I was checking out I showed my loyalty card to the cashier. He ran it through the machine and then started talking about the program.
Cashier: Did you give us your email address when you signed up for the program?
Me: I’m not sure, probably not. I get a lot of email already.
Cashier: Well, if you do give us an email address associated with the card every purchase will trigger coupons sent to your email address. These aren’t random, they’re based on your purchase. So if you purchase cat stuff we won’t send you coupons for horse supplies.
I have to admit, I was impressed. PetSmart has email address processes that I recommend to clients on a regular basis. No, they’re not a client so I can’t directly take credit. But whoever runs their email program knows recipients are an important part of email delivery. They’re investing time and training into making sure their floor staff communicate what the email address will be used for, what the emails will offer and how often they’ll arrive.
It’s certainly possible PetSmart has the occasional email delivery problem despite this, but I expect they’re as close to 100% inbox delivery as anyone else out there.
What is an email address? (part three)
As promised last week, here are some actual recommendations for handling email addresses.
First some things to check when capturing an email address from a user, or when importing a list. These will exclude some legitimate email addresses, but not any that anyone is likely to actually be using. And they’ll allow in some email addresses that are technically not legal, by erring on the side of simple checks. But they’re an awful lot better than many of the existing email address filters.
Email address validation
One thing anyone collecting email addresses anywhere has to think about is address validation. How do you prevent users from typing bad addresses into your forms?
I ran into this yesterday attempting to take an online quiz. Before I was allowed to take the quiz, I had to provide my name, phone number and email address. Initially I attempted to use a tagged email address. This is one that delivers to my wordtothewise.com mailbox, but lets me identify who I initially gave the address to. The form wouldn’t let me give a tagged address “contains invalid characters.” Well, no, it doesn’t, but there are a lot of websites that think + and – and other characters are invalid.
So what did I do? I ended up using a yahoo address associated with my yahoo IM account. An account that may actually not be accepting mail any longer as I rarely log into it.
What did address validation get them in this case? Well, it got them an address I don’t read and may not even be active rather than the address I wanted to give them which would have delivered directly to my primary mail box. Somehow I don’t think this solution is really ideal for them. (It’s great for me, I’ll never know if they ever attempt to contact me.)
Coincidentally, UserGlue posted about email address validation and alternatives to “make them type their address twice.” (Do people do this? I typically cut and paste my address instead of retyping.)
How are other people validating email addresses?