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Turn it all the way up to 11

I made that joke the other night and most of the folks who heard it didn’t get the reference. It made me feel just a little bit old.
Anyhow, Mickey beat me to it and posted much of what I was going to say about Ken Magill’s response to a very small quote from Neil’s guest post on expiring email headers last week.
I, too, was at that meeting, and at many other meetings where marketers and the folks that run the ISP spam filters end up in the same room. I don’t think the marketers always understand what is happening inside the postmaster and filtering desks on a day to day basis at the ISPs. Legitimate marketing? It’s a small fraction of the mail they deal with. Ken claims that marketing pays the salaries of these employees and they’d be out of a job if marketing didn’t exist. Possibly, but only in the context that they are paid to keep their employers servers up and running so that the giant promises made by the marketing team of faster downloads and better online experiences actually happen.
If there wasn’t an internet and there weren’t servers to maintain, they’d have good jobs elsewhere. They’d be building trains or designing buildings or any of the thousands of other jobs that require smart technical people.
Ken has no idea what these folks running the filters and keeping your email alive deal with on a regular basis. They deal with the utter dregs and horrors of society. They are the people dealing with unrelenting spam and virus and phishing attacks bad enough to threaten to take down their networks and the networks of everyone else. They also end up dealing with law enforcement to deal with criminals. Some of what they do is deal with is unspeakable, abuse and mistreatment of children and animals. These are the folks who stand in front of the rest of us, and make the world better for all of us.
They should be thanked for doing their job, not chastised because they’re doing what the people who pay them expect them to be doing.
Yes, recipients want the mail they want. But, y’know, I bet they really don’t want all the bad stuff that the ISPs protect against. Ken took offense at a statement that he really shouldn’t have. ISPs do check their false positive rates on filtering, and those rates are generally less than 1% of all the email that they filter. Marketers should be glad they’re such a small part of the problem. They really don’t want to be a bigger part.

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Multipart MIME cheat sheet

I’ve had a couple of people ask me about MIME structure recently, especially how you create multipart messages, when you should use them and which variant of multipart you use for different things. (And I’m working on a MIME parser / generator for Abacus at the moment, so it’s all fresh in my mind)
So I’ve put together a quick cheat sheet, showing the structure of four common types of email, and how their MIME structure looks.

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Guaranteed email delivery

Ben over at Mailchimp has a good post about his response (and his support staff’s more professional and helpful response) to inquires asking if Mailchimp can guarantee an improvement in delivery.
I sympathize with Ben, and commend his staff. I often get potential clients asking me if I can guarantee I can get their mail to the inbox or get them off a public or private blocklist. And, the answer really is no, I can’t guarantee anything. Much of delivery is solely in the hands of the actual sender. Sure, ESPs can enforce a certain standard of behaviour and they can do all the technical things right. And consultants like me can tell you how ISP spam filters work and explain how some of your choices and processes affect delivery. But none of us can guarantee inbox delivery.
Only one company has tried to guarantee inbox delivery, and they shut down earlier this year because they were non-viable and couldn’t get enough of a recipient userbase to attract customers.
For the rest of us, though, the best we can do is give senders the tools and information they need to succeed in getting mail delivered to the inbox.

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Evangelizing Permission

Last week the Only Influencers email discussion group tackled this question posed by Ken Magill.

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Permission-ish based marketing

My Mum flew in to visit last week, and over dinner one evening the talk turned to email.

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Spammers and the law

Robert Soloway, one of the people crowned with the title “Spam King”, has been released from jail. He was an extremely prolific spammer, generating over 10 trillion messages over the course of his career.
As Mr. Soloway exits jail, another spammer heads to serve his 20 year sentence. Peter Maxson Anyanyueze sent Nigerian 419 spams telling people they could profit from helping him move money around. The scam is that the victim needs to pay small amounts of money, sometimes totalling tens or hundreds of thousands of dollars.

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No false-starts, do-overs, or mulligans for Email

Guest post by Neil Schwartzman
Josh Baer, former VP of Datran Media and current CEO of OtherInBox.com has been floating an idea at the DMA’s Email Experience Council and a few other places, and recently got some traction in Ken Magill’s Magill Report.
What Josh is proposing is to create the technical means by which a Sender can decide when email ‘expires’ and is automatically removed from a recipient’s inbox, either by deletion, or perhaps archiving (in the case of Gmail). This would supposedly help the end-user, by removing marketing offers that are no longer available.

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Expiring emails

J.D. Falk posts over on the Return Path blog about the new proposed standard for expiring email. It’s an interesting concept, but like J.D. I don’t see it going very far.

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Phishing protection

Last week Return Path announced a new service: Domain Assurance. This service allows companies who send only authenticated email to protect their brand from phishing attacks. Participating ISPs will reject unauthenticated email from domains participating in this program.

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Blocklist BCP

As many of you may be aware there is a draft document working its way through the Internet Research Task Force (IRTF) discussing best common practices for blocklists. The IRTF is a parallel organization to the IETF and is charged with long term research related to the Internet. The Anti-Spam Working Group was chartered to investigate tools and techniques for dealing with spam.
Recently the ASRG posted a draft of a best practices document aimed at those running blocklists (draft-irtf-asrg-bcp-blacklists-07). This document has been under development for many years. The authors have used this document to share their experiences with running blocklists and their knowledge of what works and what doesn’t.
Best practices documents are never easy to write and consensus can be difficult. But I think that the authors did a good job capturing what the best practices are for blocklists. I do support the document in principle and, in fact, support many of the specific statements and practices outlined there. As with any best practices documents it’s not perfect but overall it reflects the current best practices for blocklists.
Ken Magill’s article about the BCP
Anti-Abuse buzz article about the BCP

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