Filters do what we tell them

In the email space we talk about filters as if they were sentient beings. “The filters decided…” “The filters said…” This is convenient shorthand, but tends to mask that filters aren’t actually deciding or saying anything. Filters are software processes that follow rules dictated by the people who create and maintain them. The rules flow from the goals set by the mailbox provider. The mailbox provider sets goals based on what their users tell them. Users communicate what they want by how they interact with email.

What we end up with is a model where a set of people make decisions about what mail should be let in. They pass that decision on to the people who write the filters. The people who write the filters create software that evaluates email based on those goals using information collected from many places, including the endusers.
What mail should be let in is an interesting question, with answers that differ depending on the environment the filter is deployed in.
Consumer ISPs typically want to keep their users happy and safe. Their goals are to stop harmful mail like phishing, or mail containing viruses or malware. They also want to deliver mail that makes their users happy. As one ISP employee put it, “We want our users to be delighted with your mail.”
Businesses have a few other goals when it comes to filters. They, too, need filters to protect their network from malicious actors. As businesses are often directly targeted by bad actors, this is even more important. They also want to get business related email, whether that be from customers or vendors. They may want to ensure that certain records are kept and laws are followed.
Governments have another set of goals. Universities and schools have yet another set of goals. And, of course, there are folks who run their own systems for their own use.
Complicating the whole thing is that some groups have different tolerances for mistakes. For instance, many of our customers are folks dealing with being blocked by commercial filters. Therefore, we don’t run commercial filters. That does mean we see a lot of viruses and malware and rely on other strategies to stop a compromise, strategies that wouldn’t be as viable in a different environment.
Filters are built to meet specific user needs. What they do isn’t random, it’s not unknowable. They are designed to accomplished certain goals and generally they’re pretty good at what they do. Understanding the underlying goals of filters can help drive solutions to poor delivery.
Use the shorthand, talk about what filters are doing. But remember that there are people behind the filters. Those filters are constantly maintained in order to keep up with ever changing mail streams. They aren’t static and they aren’t forgotten. They are updated regularly. They are fluid, just like the mail they act on.

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From the archives: Taking Permission

From February 2010, Taking Permission.

Permission is always a hot topic in email marketing. Permission is key! the experts tell us. Get permission to send email! the ISPs tell us.
Marketers have responded by setting up processes to “get” permission from recipients before adding them to mailing lists. They point to their privacy polices and signup forms and say “Look! the recipient gave us permission.”
In many cases, though, the permission isn’t given to the sender, permission is taken from the recipient.
Yes, permission is being TAKEN by the sender. At the point of address collection many senders set the default to be the recipient gets mail. These processes take any notion of giving permission out of the equation. The recipient doesn’t have to give permission, permission is assumed.
This isn’t real permission. No process that requires the user to take action to stop themselves from being opted in is real permission. A default state of yes takes the actual opt-in step away from the recipient.
Permission just isn’t about saying “well, we told the user if they gave us an email address we’d send them mail and they gave us an email address anyway.” Permission is about giving the recipients a choice in what they want to receive. All too often senders take permission from recipients instead of asking for permission to be given.
Since that post was originally written, some things have changed.
CASL has come into effect. CASL prevents marketers from taking permission as egregiously as what prompted this post. Under CASL, pre-checked opt-in boxes do not count as explicit permission. The law does have a category of implicit permission, which consists of an active consumer / vendor relationship. This implicit permission is limited in scope and senders have to stop mailing 2 years after the last activity.
The other change is in Gmail filters. Whatever they’re doing these days seems to really pick out mail that doesn’t have great permission. Business models that would work a few years ago are now struggling to get to the inbox at Gmail. Many of these are non-relationship emails – one off confirmations, tickets, receipts. There isn’t much of a relationship between the sender and the recipient, so the filters are biased against the mail.
Permission is still key, but these days I’m not sure even informed permission is enough.

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Do system administrators have too much power?

Yesterday, Laura brought a thread from last week to my attention, and the old-school ISP admin and mail geek in me felt the need to jump up and say something in response to Paul’s comment. My text here is all my own, and is based upon personal experience as well as those of my friends. That said, I’m not speaking on their behalf, either. 🙂
I found Paul’s use of the word ‘SysAdmin’ to be a mighty wide (and — in my experience — probably incorrect) brush to be painting with, particularly when referring to operations at ISPs with any significant number of mailboxes. My fundamental opposition to use of the term comes down to this: It’s no longer 1998.
The sort of rogue (or perhaps ‘maverick’) behavior to which you refer absolutely used to be a thing, back when a clean 56k dial-up connection was the stuff of dreams and any ISP that had gone through the trouble to figure out how to get past the 64k user limit in the UNIX password file was considered both large and technically competent. Outside of a few edge cases, I don’t know many system administrators these days who are able to (whether by policy or by access controls) — much less want to — make such unilateral deliverability decisions.
While specialization may be for insects, it’s also inevitable whenever a system grows past a certain point. When I started in the field, there were entire ISPs that were one-man shows (at least on the technical side). This simply doesn’t scale. Eventually, you start breaking things up into departments, then into services, then teams assigned to services, then parts of services assigned to teams, and back up the other side of the mountain, until you end up with a whole department whose job it is to run one component of one service.
For instance, let’s take inbound (just inbound) email. It’s not uncommon for a large ISP to have several technical teams responsible for the processing of mail being sent to their users:

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It's not fair

In the delivery space, stuff comes in cycles. We’re currently in a cycle where people are unhappy with spam filters. There are two reasons they’re unhappy: false positives and false negatives.
False positives are emails that the user doesn’t think is spam but goes into the bulk folder anyway.
Fales negatives are emails that the user does thing is spam but is delivered to the inbox.
I’ve sat on multiple calls over the course of my career, with clients and potential clients, where the question I cannot answer comes up. “Why do I still get spam?”
I have a lot of thoughts about this question and what it means for a discussion, how it should be answered and what the next steps are. But it’s important to understand that I, and most of my deliverability colleagues, hate this question. Yet we get it all the time. ISPs get it, too.
A big part of the answer is because spammers spend inordinate amounts of time and money trying to figure out how to break filters. In fact, back in 2006 the FTC fined a company almost a million dollars for using deceptive techniques to try and get into filters. One of the things this company did would be to have folks manually create emails to test filters. Once they found a piece of text that would get into the inbox, they’d spam until the filters caught up. Then, they’d start testing content again to see what would get past the filters. Repeat.
This wasn’t some fly by night company. They had beautiful offices in San Francisco with conference rooms overlooking Treasure Island. They were profitable. They were spammers. Of course, not long after the FTC fined them, they filed bankruptcy and disappeared.
Other spammers create and cultivate vast networks of IP addresses and domains to be used in snowshoeing operations. Still other spammers create criminal acts to hijack reputation of legitimate senders to make it to the inbox.
Why do you still get spam? That’s a bit like asking why people speed or run red lights. You still get spam because spammers invest a lot of money and time into sending you spam. They’re OK with only a small percentage of emails getting through filters, they’ll just make it up in volume.
Spam still exists because spammers still exist.
 

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