Google takes on intrusive interstitials

Starting next January, Google will be modifying its mobile search results to lower the ranking of sites that use interstitials that interfere with the users experience. In a blog post announcing the change they explain:

Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.

Search
While this doesn’t have any effect on email delivery, I think it’s noteworthy to mention here for 2 reasons.
First, many interstitials are subscription boxes. If subscription boxes are considered an “intrusive interstitial” then websites may suffer lower visitation due to lower Google ranking. This will result in fewer signups from mobile devices. Removing the interstitial will reduce signup rates, another unwelcome consequence to this change. I don’t have a good solution, although it may be as simple as not showing interstitials to users coming directly from Google. Folks who use interstitials for signups should be looking at this issue now.
Second, it clearly demonstrates the priority Google puts on user experience. Many users get frustrated when they go to a site and there is immediately something blocking the information they’re looking for. Google has heard this and is trying to make their results less frustrating for users. This attitude is also a part of their filtering and blocking decisions. Mail that is deemed annoying or frustrating for users may go to the bulk folder, even when they’re lacking overt spam signs. We’ve certainly seen cases where mail gets filtered with no clear reason other than “people have reported mail like this as spam.”
Overall, I think consumers will appreciate the new search ranking algorithm. I think marketers are going to have to adapt in many ways, not the least of which is figuring out how to collect email addresses without compromising search engine rankings.

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What do you think about these hot button issues?

bullhornIt’s been one of those weeks where blogging is a challenge. Not because I don’t have much to say, but because I don’t have much constructive to say. Rants can be entertaining, even to write. But they’re not very helpful in terms of what do we need to change and how do we move forward.
A few different things I read or saw brought out the rants this week. Some of these are issues I don’t have answers to, and some of them are issues where I just disagree with folks, but have nothing more useful to say than, “You’re wrong.” I don’t even always have an answer to why they’re wrong, they’re just wrong.
I thought today I’d bring up the issues that made me so ranty and list the two different points of views about them and see what readers think about them. (Those of you who follow me on Facebook probably know which ones my positions are, but I’m going to try and be neutral about my specific positions.)

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Trawling through the junk folder

As a break from writing unit tests this morning I took a few minutes to go through my Mail.app junk folder, looking for false positives for mail delivered over the past six weeks.
trashcans
We don’t do any connection level rejection here, so any mail sent to me gets delivered somewhere. Anything that looks like malware gets dumped in one folder and never read, anything that scores a ridiculously high spamassassin score gets dumped in another folder and never read, mailing lists get handled specially and everything else gets delivered to Mail.app to deal with. That means that Mail.app sees less of the ridiculously obvious spam and is mostly left to do bayesian filtering, and whatever other magic Apple implemented.
There were about thirty false positives, and they were all B2C bulk advertising mail. I receive a lot of 1:1 mail, transactional mail and B2B marketing mail and there were no false positives at all for any of those.
All the false positives were authenticated with both SPF and DKIM. All of them were for marketing lists I’d signed up for while making a purchase. All of them were “greymail” – mail that I’d agreed to receive, and that was inoffensive but not compelling. While I easily spotted all of them as false positives via the from address and subject, none of them were content I’d particularly missed.
Almost all of the false positives were sent through ESPs I recognized the name of, and about 80% of them were sent through just two ESPs (though that wasn’t immediately obvious, as one of them not only uses random four character domain names, it uses several different ones – stop doing that).
If you’d asked me to name two large, legitimate ESPs from whom I recalled receiving blatant, blatant spam recently, it would be those same two ESPs. Is Mail.app is picking up on my opinions of the mail those ESPs are sending? It’s possible – details specific to a particular ESPs mail composition and delivery pipelines are details that a bayesian learning filter may well recognize as efficient tokens.

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Email marketing OF THE FUTURE!

ISPs are continually developing tools for their users. Some of the newer tools are automatic filters that help users organize the volumes of mail they’re getting. Gmail released Priority Inbox over a year ago. Hotmail announced new filters as part of Wave 5 back in October.
All of these announcements cause much consternation in the email marketing industry. Just today there was a long discussion on the Only Influencers list about the new Hotmail filtering. There was even some discussion about why the ISPs were doing this.
I think it’s pretty simple why they’re creating new tools: users are asking for them. The core of these new filters is ISPs reacting to consumer demand. They wouldn’t put the energy into development if their users didn’t want it. And many users do and will use priority inbox or the new Hotmail filtering.
Some people are concerned that marketing email will be less effective if mail is not in the inbox.

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