June 2014: The month in email

Each month, we like to focus on a core email feature or function and present an overview for people looking to learn more. This month, we addressed authentication with SPF.
We also talked about feedback mechanisms, and the importance for senders to participate in FBL processes.
In our ongoing discussions about spam filters, we took a look at the state of our own inboxes and lamented the challenge spam we get from Spamarrest. We also pointed out a post from Cloudmark where they reiterate much of what we’ve been saying about filters: there’s no secret sauce, just a continuing series of efforts to make sure recipients get only the mail they want and expect to receive. We also looked at a grey area in the realm of wanted and expected mail: role accounts (such as “marketing@companyname.com”) and how ESPs handle them.
As always, getting into the Gmail inbox is a big priority for our clients and other senders. We talked a bit about this here, and a bit more about the ever-changing world of filters here.
On the subject of list management, we wrote about the state of affiliate mailers and the heightened delivery challenges they face getting in the inbox. We got our usual quota of spam, and a call from a marketer who had purchased our names on a list. You can imagine how effective that was for them.
And in a not-at-all-surprising development, spammers have started to employ DMARC workarounds. We highlighted some of the Yahoo-specific issues in a post that raises more questions.
We also saw some things we quite liked in June. In the Best Practices Hall of Fame, we gave props to this privacy policy change notification and to our bank’s ATM receipts.
We also reviewed some interesting new and updated technology in the commercial MTA space, and were happy to share those findings.

Related Posts

Yahoo DMARC articles worth reading

There are a bunch of them and they’re all worth reading.
I have more to say about DMARC, both in terms of advice for senders and list managers affected by this, and in terms of the broader implications of this policy decision. But those articles are going to take me a little longer to write.
How widespread is the problem? Andrew Barrett publishes numbers, pulled from his employer, related to the number of senders using @yahoo.com addresses in their commercial emails. Short version: a low percentage but a lot of users and emails in raw numbers.
What can mailing list managers do? Right now the two answers seem to be stop Yahoo.com addresses from posting or fix your mailing list software. Al has posted how he patched his software to cope, and linked to a post by OnlineGroups.net about how they patched their software.
A number of people are recommending adding an Original Authentication Results header as recommended in the DMARC.org FAQ. I’m looking for more information about how that would work.
For commercial mailers, there doesn’t seem to be that much to do except to not use @yahoo.com address as your header-From address. Yes, this may affect delivery while you’re switching to the new From address, but right now your mail isn’t going to any mailbox provider that implements DMARC checking.
One other thing that commercial mailers and ESPs should be aware of. Depending on your bounce handling processes, this may cause other addresses to bounce off the list. Once the issue of the header-From address is settled, you can reactivate addresses that bounced off the list due to authentication failures since April 4.
 

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April: The month in email

April was a big month of changes in the email world, and here at Word to the Wise as we launched our new site, blog and logo.
DMARC
The big story this month has been DMARC, which started with a policy change Yahoo made on April 4 updating their DMARC policy from “report” to “reject”. We began our coverage with a brief DMARC primer to explain the basics around these policy statements and why senders are moving in this direction. We shared some example bounces due to Yahoo’s p=reject, and talked about how to fix discussion lists to work with the new Yahoo policy. We gathered some pointers to other articles worth reading on the Yahoo DMARC situation, and suggested some options for dealing with DMARC for mail intermediaries. Yahoo issued a statement about this on April 11th, explaining that it had been highly effective in reducing spoofed email. We also noted a great writeup on the situation from Christine at ReturnPath. On April 22nd, AOL also announced a DMARC p=reject record.  We talked a bit about who might be next (Gmail?) and discussed how Comcast chose to implement DMARC policies, using p=reject not for user email, but only for the domains they use to communicate directly with customers. We expect to see more discussion and policy changes over the next few weeks, so stay tuned.
Spamtraps
We wrote three posts in our continuing discussion about spamtraps. The first was in response to a webinar from the DMA and EEC, where we talked about how different kinds of traps are used in different ways, and, again, how spamtraps are just a symptom of a larger problem. Following that, we wrote more about some ongoing debate on traps as we continued to point out that each trap represents a lost opportunity for marketers to connect with customers, which is really where we hope email program managers will focus. And finally, we tried to put some myths about typo traps to rest. As I mentioned in that last post, I feel like I’m repeating myself over and over again, but I want to make sure that people get good information about how these tools are used and misused.
Security
We started the month by saying “Security has to become a bigger priority for companies” and indeed, the internet continued to see security breaches in April, including the very serious Heartbleed vulnerability in SSL. In the email world, AOL experienced a compromise, which contributed to some of the DMARC policy changes we discussed above. In a followup post, we talked about how these breaches appear to be escalating. Again, we expect to hear more about this in the next weeks and months.
Best Practices
Ending on a positive note, we had a few posts about best practices and some email basics. We started with a pointer to Al Iverson’s post on masking whois info and why not to do it. Steve wrote up a comprehensive post with everything you ever wanted to know about the From header and RFC5322. I talked about how companies ignore opt-outs, and why they shouldn’t. I shared a really good example of a third-party email message, and also talked about message volume. And finally, we talked about how and why we warm up IP addresses.
Let us know if there’s anything you’d like to hear more about in May!

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DMARC and organizations

Comcast recently published a statement on DMARC over on their postmaster page. The short version is that Comcast is publishing a DMARC record, but has no current intentions to publish a p=reject policy for Comcast user email. Comcast will be publishing a p=reject for some of their domains that they use exclusively to communicate with customers, like billing notices and security notices.
Comcast does point out that Yahoo! and AOL’s usage of p=reject is “not common usage.”
This is something a lot of people have been arguing loudly about on various mail operations lists and network lists. DMARC is about organizational identity. In fact, I was contacted about my DMARC primer and told that I didn’t mention that it’s not about domains, it’s about organizations.
The way I read the DMARC spec, it is all about organizational identity. The underlying theme being that the domain name is linked to a particular organization and everyone using email at that domain has some official relationship with that organization. I’ve always read the spec mentally replacing organization with corporate brand. This was for brands and organizations that strictly control how their domains are used, who can use those domains and how the mail is sent with those domains.
I never expected any mailbox provider or commercial ISP to publish a p=reject message as it would just break way too much of the way customers use email. And it did break a lot of legitimate and end user uses of email. Many organizations have had to scramble to update mailing list software to avoid bouncing users off the lists. Some of these upgrades have broken mailbox filters, forcing endusers to change how they manage their mailboxes.
Even organizations see challenges with a p=reject message and can have legitimate mail blocked. At M3AAWG 30 in San Francisco I was talking with some folks who have been actively deploying DMARC for organizations. From my point of view anyone who wants to publish a DMARC p=reject should spend at least 6 months monitoring DMARC failures to identify legitimate sources of email. The person I was talking to said he recommends a minimum of 12 months.
This is just an example of how difficult it is to capture all the legitimate sources of emails from a domain and effectively authenticate that mail. For a mailbox provider, I think it’s nearly impossible to capture all the legitimate uses of email and authenticate them.
It remains to be seen if the other mailbox providers imitate Yahoo! and AOL or if they push back against the use of DMARC reject policies at mailbox providers. Whatever the outcome, this is a significant shift in how email is used. And we’re all going to have to deal with the fallout of that.

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