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Delivery and marketing, another view

In addition to posting some of my thoughts about how delivery and marketing have different and possible contradictory constraints, I asked folks on the Only Influencers list what they thought. They had some different perspectives, primarily being marketers. One person even welcomed me to the dark side.
The general response from the marketing side of things appeared to be that ISPs need to stop actually filtering marketing email. That would resolve the problems from the marketers perspective. I don’t necessarily think that will help. I believe if marketers had unfettered access to the inbox, most inboxes would be totally un-useable.
My thinking triggered other folks to consider delivery and marketing and what drives both. George Bilbrey, from Return Path, posted an article in Mediapost looking at why good delivery is an important part of a good marketing strategy.
George points out many marketers really do act as if delivery is separate and detrimental to good marketing.

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Cheetahmail on appending

Experian CheetahMail believes that opt-out email appending is no longer an acceptable practice, and that marketers should no longer use of this practice to acquire customer email addresses. EmailResponsibly

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The internet protests SOPA / PIPA

For those who don’t know, a number of major websites will be going offline tomorrow to protest SOPA and PIPA, including wordpress, reddit, Wikipedia and the cheezeburger sites. Tomorrow may be the most productive day ever on the modern internet. Google will also be linking to information about SOPA tomorrow.
I had some people ask me about the bills today and have been looking for explanations of the issues and why these laws are so problematic.

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Is any data safe?

Today another major retailer announced their customer files were compromised. This company had clearly implemented some security that kept hackers from getting too much information. Passwords were hashed and credit card numbers were kept on a separate server, which does signal that the company designed with security in mind. Nevertheless, personal information was compromised.
Is there anyway to keep information safe if it’s accessible from the internet? Some of my uber-security conscious friends would say no. I am beginning to believe them.

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SOPA and PIPA update

There is quite a bit of vocal opposition to the SOPA (Stop Online Piracy Act) making its way through the House of Representatives and PIPA (Protect Intellectual Property Act) making its way through the Senate. The opposition seems to have had an effect. I blogged about the bills late last year.
CNet reported today that the DNS provision was pulled from SOPA. This resolves one, but certainly not the only problem with SOPA. Also today, OpenCongress.org posted a letter from 6 co-sponsors of the Senate bill to Majority Leader Reid asking him to cancel the vote on PIPA.
Congratulations to everyone who worked so hard to make their voice heard by their elected representatives.
 

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Delivery versus marketing

I’ve been thinking lately that sometimes that what works for marketing doesn’t always work for delivery.
For instance in many areas of marketing repetition is key. Repeat a slogan and forge an association between the slogan and the product in the mind of the consumer. More repetition is better. Marketers can even go so far as using the same ad to drive consumer action. Television advertising is a prime example of this. Companies don’t create new content for every advertising slot, they create one or a few ads and then replay them over and over. The advertiser doesn’t even really care if the consumer consciously ignores the ads. The unconscious connection is still being made.
In the world of email delivery, though, having many or most recipients ignore advertising is the kiss of death. Too many unengaged users and filters decide that mail shouldn’t go into the inbox. These don’t even have to be ISP level filters, but Bayesian filters built into desktop mail clients.
Sending repetitive ads over email may be an effective marketing strategy, but may not be an effective delivery strategy.
Am I off base here and missing something? Tell me I’m wrong in the comments.

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Content, trigger words and subject lines

There’s been quite a bit of traffic on twitter this afternoon about a recent blog post by Hubspot identifying trigger words senders should avoid in an email subject line. A number of email experts are assuring the world that content doesn’t matter and are arguing on twitter and in the post comments that no one will block an email because those words are in the subject line.
As usually, I think everyone else is a little bit right and a little bit wrong.
The words and phrases posted by Hubspot are pulled out of the Spamassassin rule set. Using those words or exact phrases will cause a spam score to go up, sometimes by a little (0.5 points) and sometimes by a lot (3+ points). Most spamassassin installations consider anything with more than 5 points to be spam so a 3 point score for a subject line may cause mail to be filtered.
The folks who are outraged at the blog post, though, don’t seem to have read the article very closely. Hubspot doesn’t actually say that using trigger words will get mail blocked. What they say is a lot more reasonable than that.

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Return Path acquires OtherInbox

This morning Return Path announced they have acquired OtherInbox.
OtherInbox is a service that allows subscribers to create tagged email addresses and organize incoming mail. Acquiring OIB gives Return Path access to recipient behaviour that only the ISPs had previously.
According to the press release, Return Path will be using engagement data from OIB as another factor for Return Path Certification. I think this can only improve the scoring and reflect a more modern measure of wanted mail.
Congratulations to Return Path and OtherInbox.

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Back in the USA

We’re back from our overseas adventures. I’m still wrapping my head around getting back to work. We had a great trip and did tons of fun stuff, including carrying torches through the streets of Edinburgh. I took almost 1000 photos which I’m slowly going through and posting on flickr.
I’ll get back to posting about email, but thought I’d share a couple of photos from Edinburgh behind the cut.

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On Hiatus

I have my final call of 2011 in 6 minutes, so I decided to take a break from packing and wish everyone joyous and festive holiday, whatever you celebrate. We’re on hiatus through Jan 8th, but will return full of energy, single malt and ideas.
We didn’t get a tree up this year, so I have no photos of our cats playing tree ornament. So I share with you my friend Joanna’s cat, in his Christmas tree.

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