October 2017: The Month in Email

October was a busy month. In addition to on boarding multiple new clients, we got new desks, I went to Toronto to see M3AAWG colleagues for a few days, and had oral surgery. Happily, we’re finally getting closer to having the full office setup. 

What is an office without a Grover Cat? (he was so pleased he figured out how to get onto it at standing height).

All of this means that blogging was pretty light this month.
One of the most interesting bits of news this month is that the US National Cybersecurity Assessments & Technical Services Team issued a mandate on web and email security, which Steve reviewed here.
In best practices, I made a brief mention about the importance of using subdomains rather than entirely new domain names in links and emails and even DKIM keys.
We’ve talked about engagement-based filters before, but it’s interesting to note how they’re being used in business environments as well as consumer environments.
We also put together a survey looking at how people use Google Postmaster Tools. The survey is now closed, and I’ll be doing a full analysis over the next couple of weeks, as well as talking about next steps. I did a quick preview of some of the highlights earlier this week.
Finally, a lot of industry news this month: Most notably, Mailchimp has changed its default signup process from double opt-in to single opt-in. This caused quite a bit of sturm und drang from all ends of the industry. And, in fact, a few days later they announced the default double-opt-in would stay in place for .eu senders. I didn’t get a chance to blog about that as it happened. In other news, the Road Runner FBL is permanently shuttered, and Edison Software has acquired Return Path’s Consumer Insight division. Also worth noting: Microsoft is rolling out new mail servers, and you’ll likely see some new — and potentially confusing — error codes.
My October themed photo is behind a cut, for those of you who have problems with spiders.

We also went camping with friends mid-month and had a tarantula wander through the campsite Sunday morning.
We also saw a bald eagle circling over our campsite, but I didn’t have my phone, or camera out so I didn’t get a picture. Likewise, I missed a shot of the fox crossing the road on our way out.

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IPv6 and authentication

I just saw a post over on the mailop mailing list where someone had been bitten by some of the IPv6 email issues I discussed a couple of months ago.
They have dual-stack smarthosts – meaning that their smarthosts have both IPv4 and IPv6 addresses, and will choose one or the other to send mail over. Some domains they send to use Office 365 and opted-in to receiving mail over IPv6, so their smarthosts decided to send that mail preferentially over IPv6.
The mail wasn’t authenticated, so it started bouncing. This is probably going to happen more and more over the next year or so as domain owners increasingly accept mail over IPv6.
If your smarthosts are dual stack, make sure that your workflow authenticates all the mail you send to avoid this sort of delivery issue.
One mistake I’ve seen several companies make is to have solid SPF authentication for all the domains they send – but not for their IPv6 address space. Check that all your SPF records include your IPv6 ranges. While you’re doing that keep in mind that having too many DNS records for SPF can cause problems, and try not too bloat the SPF records you have your customers include.

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Engagement drives deliverability

Return Path released an white paper today offering the Secrets of Successful Senders. I don’t think any of my readers will be surprised that it boils down to identity, reputation, and engagement. Return Path treats these as separate things and I understand why they do. I think however, that the identity and reputation are supporting players to the overarching issue of engagement.

When I’m dealing with clients and troubleshooting deliverability problems and offering solutions, I focus on the root cause. To me the root cause is almost always a data problem. Either there’s a problem with data collection or there’s a problem with data maintenance. These problems result in mail going to people who don’t really want or care about it.
Yes, identity is important. But, realistically, anyone mailing through a decent ESP has SPF and DKIM in place, at least on some level. There may be better ways to authenticate, but the boxes are checked.
Yes, reputation is important. But here’s the thing, reputation just means that the ISP knows how users are going to react to an email. Reputation isn’t some nebulous concept made up by ISPs. It’s an actual measurement. It quantifies the history of an IP or a domain or a mail stream and says we know that this IP sends wanted mail. We know that this domain sends mail our users ignore. It’s a history. Past performance does indicate future results.
Identity says who a sender is. Reputation tells us that sender’s history of sending. Those are the two factors that enable ISPs to make delivery decisions. Mail comes in and the ISP looks at it. They use identity to determine what reputation to assign to a mail. Reputation drives delivery, whether into the inbox or the bulk folder.
 

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Mailchimp changes signup process

As of October 31, 2017 signup forms and popup boxes provided by Mailchimp will no longer default to a double / confirmed opt-in process.

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