July 2015: The Month in Email

Once again, we reviewed some of the ways brands are trying (or might try) to improve engagement with customers. LinkedIn, who frequently top lists of unwanted-but-legitimate email, announced that they’ll be sending less mail. Josh wrote about giving subscribers options for both the type and frequency of messages, and about setting expectations for new subscribers. In each case, it’s about respecting that customers really want to engage with brands in the email channel, but don’t want the permission they’ve granted to be abused. I also wrote a brief post following up on our June discussion on purchased lists, and as you’d predict, I continue to discourage companies from mailing to these recipients.

In industry news, Google announced new Postmaster Tools, which should be quite useful for senders and ESPs who want to understand more about delivering to Gmail. AOL launched new Postmaster pages this month as well. We also looked at Microsoft’s new app, Send, which is an interesting hybrid between mail and chat that uses SMTP to relay messages.

I very much enjoyed my trip to Colorado to speak to the Sendgrid Customer Advisory Board about email and deliverability. I continue to explore the relationship between data management best practices and delivery, and wrote a few posts about that (Data is the key to deliverability and Yes, Virginia, there is list churn). I also talked about delivery with Ken Magill, and used that opportunity to add a post about what we do here at Word to the Wise.

Finally, Steve wrote two in-depth posts about IPv6 addressing and email. The first, IPv6 is big, reviews the differences between IPv4 and IPv6. (Also, since people always ask, here’s a good explanation of IPv5…) The second post explores the implications of IPv6 adoption for email senders, and is very much worth a read if you send email.

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This tells me a few things.Images of all my different filters

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AOL Postmaster page hacked

Per Boing Boing: the AOL postmaster page was hacked over the weekend.
As of now the site is restored. But I’m hearing that all the scripts are still down. This means no one can open tickets, sign up for FBLs, apply for whitelisting or check the status of reports. I expect this will be fixed soon, but for now it looks like AOL issues are going to be impossible to resolve.

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Email predictions for 2015

Welcome to a whole new year. It seems the changing of the year brings out people predicting what they think will happen in the coming year. It’s something I’ve indulged in a couple times over my years of blogging, but email is a generally stable technology and it’s kind of boring to predict a new interface or a minor tweak to filters. Of course, many bloggers will go way out on a limb and predict the death of email, but I think that’s been way over done.
ChangeConstant
Even major technical advancements, like authentication protocols and the rise of IPv6, are not usually sudden. They’re discussed and refined through the IETF process. While some of these changes may seem “all of a sudden” to some end users, they’re usually the result of years of work from dedicated volunteers. The internet really doesn’t do flag days.
One major change in 2014, that had significant implications for email as a whole, was a free mail provider abruptly publishing a DMARC p=reject policy. This caused a lot of issues for some small business senders and for many individual users. Mailing list maintainers are still dealing with some of the fallout, and there are ongoing discussions about how best to mitigate the problems DMARC causes non-commercial email.
Still, DMARC as a protocol has been in development for a few years. A number of large brands and commercial organizations were publishing p=reject policies. The big mail providers were implementing DMARC checking, and rejection, on their inbound mail. In fact, this rollout is one of the reasons that the publishing of p=reject was a problem. With the flip of a switch, mail that was once deliverable became undeliverable.
Looking back through any of the 2014 predictions, I don’t think anyone predicted that two major mailbox providers would implement p=reject policies, causing widespread delivery failures across the Internet. I certainly wouldn’t have predicted it, all of my discussions with people about DMARC centered around business using DMARC to protect their brand. No one mentioned ISPs using it to force their customers away from 3rd party services and discussion lists.
I think the only constant in the world of email is change, and most of the time that change isn’t that massive or sudden, 2014 and the DMARC upheaval notwithstanding.
But, still, I have some thoughts on what might happen in the coming year. Mostly more of the same as we’ve seen over the last few years. But there are a couple areas I think we’ll see some progress made.

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