Recent Posts

The naming of lists

Any ESP that supports multiple mailing lists per customer lets you name your mailing lists. That’s useful for keeping track of where a list was from , but sometimes those list names are visible to the recipient:

Here the list name is visible on the opt-out / email preferences form, but you’ll also see them in (hidden) email headers or (visible) email footers.
“Last 10000” is pretty innocuous, but I’ve seen “Non responders”, “Vegas blast”, “Opt-outs 2010”, “Jigsaw 3”, “Purchased 2011-07-01″, Trade 2”, “Co-reg 4” as well as lists named after companies completely unrelated to the list owner.
You could check to see whether the list names are visible on every ESP and mail platform you use – or you could just assume they will be visible to end users eventually and be always careful in naming them.

Harvesting is alive and well

I’m finding out that email address harvesting off websites is alive and well on the Internet. We have a rotating address on the contact page, which does get harvested but usually the spam is attempting to sell me blog related services. I didn’t expect to get a very different collection of emails to the address I posted here. I’m quite surprised that address is getting a completely different type of spam from the contact address.
The one thing that harvesters appear to have in common is sending CAN SPAM violating email. Both the contact address and the questions address get lots of mail that is in violation of US (and California) law. One of these days I might get bored enough to file a suit against one of them and blog about it.

Links: September 24, 2012

Last week Return Path announce a new set of email intelligence products. One of their new products offers customers the chance to actually see how (some subset of) their customer base interacts with mail directly. It moves beyond simply looking at probe mailboxes and actually looks inside the mailbox of recipients.
Spamhaus has listed bit.ly on the Domain Blocklist (DBL) for allowing spammers to abuse their redirector service. Spammers have been abusing bit.ly for a while, and I’m a little surprised it’s taken so long for a listing to happen. Steve wrote a post last year about URL redirectors and offered suggestions on what to do to avoid blocking problems when using a URL shortening service.
Real Insights has a very interesting post on why it should be “hard” to subscribe to your mailing list. There are also a number of good suggestions about the subscription process itself. Definitely worth a read.

More awesome than email

This morning was the final flight of the Space Shuttle Endeavor. In fact, it was the last flight of any shuttle ever, anywhere. We were lucky enough to get passes to NASA Ames Research Center at Moffett Field to watch the flyover.

Driving customers away

I have a frequent flyer account with Virgin America. They want me to sign up for some new thing, and they’ve sent me two emails about it so far, with lots of good call-to-action language, and a big “Join Now” button.
But this is the start of the form that clicking on that button leads to:

(It goes on further, finally ending up with a captcha and a submit button.)
Virgin America already has all that information, and it’s all tied to the account they sent the email to. If they were to have pre-filled the form with that personal information I might have looked at it further. Quite apart from the annoyance of having to give information that they already know, I’ve no idea what my frequent flyer number is and I’d need to go and look it up before I could go any further. From a typical recipients point of view this makes it much less likely that I’d consider signing up for it. That barrier to entry drives people away.
From an email/privacy professionals point of view I know why they do it this way, though. This web form isn’t Virgin America’s form – it’s a third party that Virgin America is doing co-registration with (though neither party is as clear about that fact as they could be, of course). Virgin America are being paid by that third party for each new sign up they capture – but they don’t want to share their customers private information with the untrusted third party. Doing the information capture this way, by just using their mailing list to drive traffic to the third party’s website is very cheap to do, much cheaper (and so more profitable) than doing it “properly” by having Virgin America induct people into the third party program, and reducing the barrier to entry to just a simple disclosure and “Sign me up!” button.
But treating third-party co-registration signups as “free money for almost no investment” only works if you don’t consider the attention of your existing customers valuable. Of the past five emails I’ve received from Virgin America, only one has been talking about buying flights – the other four were, like this one, co-registration offers (credit card, car hire, vacation, online surveys), with varying degrees of Virgin branding. They don’t really bring much benefit to recipients, and they’re a bit intrusive.
I’m not sure how much Virgin America is paid for dropping this sort of co-reg and third-party advertising into their mail stream, but it can’t be that much (does anyone know?). Treating your existing customers as a resource of cheap, fungible eyeballs to be sold to random third parties, rather than as people you’re maintaining a relationship with, risks driving them away from your email program. Given the value of a loyal airline traveller that can’t be profitable in the longer term, and likely not the short term.

Is Amazon SES a reputable place to send mail from

On the first installment of our Wednesday question series, I chose a question from twitter.

Check your unsubscribe process

When was the last time you actually tried to unsubscribe from one of your mailing lists? Have you ever even checked to see that your process works?
For whatever reason, unsubscribe processes don’t always work. Sometimes the problem is on the client end. Sometimes the problem is on the ESP end. But in either case, continuing to mail recipients who have attempted to opt-out from your mail is a recipe for disaster.
I mentioned last week about our new mortgage company that can’t process my unsubscribe. Today I contacted their ESP and pointed out I’d tried to unsub a few times, but was still getting mail. The ESP thanked me, pointed out that was not an ESP managed unsubscribe page and did a little digging. A few hours later their delivery guy told me that he saw my multiple unsubscribe attempts (June, July, 2 in August…) and they were all marked as “trashed.” But he’s going to make sure I’m not mailed any more and follow up with his customer.
Now, there are a lot of reasons this unsub process could have failed. It could be that the website doesn’t handle my tagged addresses well and this is a bank, it’s very possible security is locked down. But that means they shouldn’t have accepted my tagged address in the first place.
There are a couple things to take away from this story.

Thanks for your questions!

Thanks, everyone, who submitted questions to laura-questions@wordtothewise.com. We’ve gotten some great questions to answer here on the blog. I’m working through the emails and contacting folks if I have questions. I’ll be answering the first question on Wednesday.
I also did have someone harvest the address off the website and send me non-CAN SPAM compliant spam to it. I have to admit, I didn’t expect someone to harvest the address at all, but especially not within 12 hours of posting an address. Particularly someone who’s not harvested our contact address previously. I also am considering how much content I could get detailing taking the spammer to court in CA for violating CAN SPAM and the CA anti-spam statute.

RFC-i blocklist shutting down

The RFC-ignorant blocklist announced on 9/15 that it will be shutting down service.
I commend Derek and his team for how they’re handling the shut down. All too many blocklists have been shut down due to owner burnout with disastrous consequences. Most of these lists did things like listing the whole world or just pulling domains out of the roots. Both types of shutdown methods cause problems for unrelated entities. In one case, a major DNS provider was dealing with what looked like a DOS attack after one blocklist shut down.
I’ve certainly had my differences of opinion with the folks behind RFC-i over the years, but I commend them for announcing the shut down ahead of time and gracefully shutting down RFC-i.

Ask Word to the Wise

One of the challenges of writing a blog for 5 years is making sure we’re providing information our readers really want. I figure the easiest way to do that is to have you ask us questions about the things you want to know.
You can ask questions in the comments here, send them to laura-questions@wordtothewise.com or tweet them to me @wise_laura.