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The Internet is hard.

There are so many things that need to happen to make the Internet work. DNS entries need to be right. MXs need to be set up. Web servers need to be configured. And, let’s be honest, anyone who has ever run their own services on the Internet has flubbed a configuration.
We don’t think about it, because most of the time the configurations are handled by scripts and they do things right. But at some point someone needs to type in something and there’s a risk it will go horribly wrong. I’ve been digging into domain data for a client of mine today. I think I’m going cross-eyed over it. But I have found so many weird things that just mean someone isn’t paying attention to what they’re doing.
Like the domain that has a MX record that says:
nullmx
 
I’m pretty sure the intention of the domain owner is to publish a null MX. But they added an extraneous “0” in there and ended up publishing something really weird. Even worse, the MTA that this client is using is listing this as a “delivered” email. I’m pretty sure that mail to that domain never left the MTA.
I’ve found horribly typoed MX domains for popular spam filters. I’ve found domains that have invalid characters in them. I’ve found domains that are totally a mess.
The vast majority of us have some story or other of the time we really broke things by accident. Like the time a very large ISP deleted their MX records. Or when a different ISP changed their internal forwarding and broke SPF authentication for everyone mailing that domain. Or when another ISP accidentally blocked every IP beginning with 6.
Sometimes I’m amazed that the Internet ever works. No matter how big it gets, there are actual people writing actual code and configurations. The number of things that have to happen to get packets from A to B is pretty impressive. We rarely ever notice the breakages, the people who run things are really good at their jobs. But sometimes poking in the grotty corners reminds me how easy it is to break things. It’s sometimes a wonder things actually work.
 

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The 10 worst …

Spamhaus gave a bunch of us a preview of their new “Top 10 worst” (or should that be bottom 10?) lists at M3AAWG. These lists have now been released to the public.
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The categories they’re measuring are:

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SPF: The rule of ten

Some mechanisms and modifiers (collectively, “terms”) cause DNS queries at the time of evaluation, and some do not. The following terms cause DNS queries: the “include”, “a”, “mx”, “ptr”, and “exists” mechanisms, and the “redirect” modifier. SPF implementations MUST limit the total number of those terms to 10 during SPF evaluation, to avoid unreasonable load on the DNS. If this limit is exceeded, the implementation MUST return “permerror”.

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Ask Laura: Does changing ESPs hurt deliverability?

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Mutt: Mailbox power tool

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“All mail clients suck. This one just sucks less.”

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Things to read: March 9, 2016

It’s sometimes hard for me to keep up with what other people are saying and discussing about email marketing. I’ve been trying to be more active on LinkedIn, but there are just so many good marketing and delivery blogs out there I can’t keep up with all of them.
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Here are a couple interesting things I’ve read in the last week.
Five Steps to Stay Out of the Spam Folder. Conceptually easy, sometimes hard to pull off in practice, these recommendations mirror many things I say here and tell my clients about delivery. The audience is in charge and your recipients are the best ally you can have when it comes to getting into the inbox.
Which states are the biggest sources of spam?. California and New York top the list, but the next two states are a little surprising. Over on Spamresource, Al points out the two next states have some unique laws that may affect the data. I just remember back in the day there were a lot of spammers in Michigan, I’m surprised there’s still a significant volume from there.
CASL didn’t destroy Canadian email. Despite concerns that CASL would destroy the Canadian email marketing industry, the industry is going strong and expanding. In fact, spending on email marketing in Canada was up more than 14% in 2015 and is on track to be up another 10% this year. Additionally, according to eMarketer lists are performing better because they’re cleaner.
A brief history of email. Part of the Guardian’s tribute to Ray Tomlinson, the person who sent the first email. Ray’s work literally changed lives. I know my life would be significantly different if there wasn’t email. Can you imagine trying to be a deliverability consultant without email? 🙂

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Best practices or required practices

What really are the best practices for email?

A year ago I wrote a post about best practices and how most of my best practices were different from what other people recommend. I don’t talk about rules for frequency or subject line length. I don’t focus on best practices for bounce processing or content length.
BestPracticesBallMy best practice recommendations are really about process.

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65.0.0.0/8 DNS issues

If you’re sending email from any address beginning with a 65 – in 65.0.0.0/8 – it’s possible you’ll see some delivery problems.
Something appears to be broken with dnssec signatures for the reverse DNS zone, leading queries for reverse DNS to fail for anyone using a dnssec aware DNS resolver (which is almost everyone).

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Ray Tomlinson

Ray Tomlinson has passed away. Mainstream obituaries are going to focus on his being “the creator of email” or “the sender of the first email” or “the inventor of the @ sign in email addresses“.
All of which are true. He did send the first (networked) email. He did use the (otherwise mostly unused on TENEX) @ sign to separate user and host.
But he did a lot of other things with the basics of the modern Internet that are more important than the @-sign.

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Fraud, terms of service and email marketing

gavelHere at the Atkins house we’re still both recovering from the M3AAWG plague. I don’t know what it was that we shared during the conference, but it’s knocked many folks over. I don’t have a lot to blog about this afternoon so I was looking through some of my old blog posts to get at least some content up before I give up for the weekend.
I found an old post about permission (Permission: It May Not Be What You Think It Is). The post discusses where a woman sued Toyota over emails from an online marketing campaign. I’d totally forgotten about that blog post, so I started looking at what happened with the case.
In the original case Toyota created a social media campaign where people could opt their friends in to be the target of a prank.

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