Things you need to read

The email solicitation that made me vow to never work with this company again. When sending unsolicited email, you never know how the recipient is going to respond. Writing a public blog post calling you out can happen.
The 2016 Sparkies. Sparkpost is looking for nominations for their email marketing awards. Win a trip to Insight 2016!
5 CAN SPAM myths. Send Grid’s General Counsel speaks about CAN SPAM myths. Personally, asking for an email to unsubscribe is annoying. I never know if the unsubscribe request worked or not. Give me a link any day.
The most misunderstood statistic in email marketing. A good discussion of why raw complaint rates isn’t the metric the ISPs use, and how it can mislead folks about their email program.
Office 365 is expanding it’s DKIM signing. Terry Zink discusses the upcoming changes to how Office365 handles DKIM signatures. This is exactly the kind of changes I was talking about in my 2016 predictions post – background changes that are going to affect how we authenticate email. He even specifically calls out whether or not a particular signature is DMARC aligned or not.

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More predictions for 2016

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A brief history of TXT Records

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When the Domain Name System was designed thirty years ago the concept behind it was pretty simple. It’s mostly just a distributed database that lets you map hostname / query-type pairs to values.
If you want to know the IP address of cnn.com, you look up {cnn.com, A} and get back a couple of IP addresses. If you want to know where to send mail for aol.com users, you look up {aol.com, MX} and you get a set of four hostname / preference pairs back. If you want to know the hostname for the IP address 206.190.36.45 you look up {45.36.190.206.in-addr.arpa, PTR} and get a hostname back.
There’s a well-defined meaning to each of those query types  – A is for IP addresses, MX is for mailservers, PTR is for hostnames – and that was always the intent for how DNS should work.
When DNS was first standardized, though, there was one query type that didn’t really have any semantic meaning:

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Office365 checking DMARC on the inbound

According to a recent blog post, Office365 is starting to evaluate incoming messages for DMARC. I talked a little bit about DMARC in April when Yahoo started publishing a p=reject message.

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