Sending More Mail Will Not Make It Suck Less

If you haven’t been keeping up with the current deliverability tempest in a teacup, you haven’t been missing too much. There’s some interesting material on both sides of the argument and at least one amusing troll, but there’s nothing there that, by itself, should make you change how you’re doing things. (Unless you’re spamming. If you are, you should stop doing that right now.)

It all comes on the heels of remarks by a Microsoft representative at a recent email conference, in which he appears to have reiterated that Outlook.com does not measure clicks on links in email. The premise advanced by some observers following the conference seems to be, “Free inbox providers don’t count clicks, so marketers should send more mail.”

Maybe I’m just not the the sharpest knife in the drawer, but I don’t see how they get there from here. Continue reading

Engagement Totally Matters

I read an interesting blog this morning that advances an argument that I thought, like the anti-vax movement, had been debunked by actual data a long time ago. And like that movement, the argument still keeps coming up over and over again. Continue reading

One Man’s Spam is Another’s Ham

There’s a terrific piece at the MailUp Blog that describes a recent panel of the Big Four free inbox providers at the EEC meeting this week. It confirms what deliverability folks have been trying to communicate to their clients for a couple of years now. While the message may not be a new one, it carries far more weight to hear it directly from the horses’ mouths, so to speak. Continue reading

Three Months of “Inbox by Google” Usage Data

Earlier this week, researchers from Google shared an infographic showing some top line data on how and where recipients are using the new Inbox by Google to manage tasks based on their Gmail inbox. There are a couple of numbers in here that should make senders sit up and take notice.

Inbox by Google Infographic

Continue reading

Outlook.com Tests the DMARC Waters

A colleague of mine pointed out last night that Outlook.com changed its DNS record from publishing no DMARC policy to publishing a record specifying “p=none; pct=100″.

In DMARC, “p=none” is used to collect feedback and gain visibility into email streams without impacting existing flows.

Earlier this spring, both Aol and Yahoo began publishing “p=reject; pct=100″ on some or all of their domains’ DMARC records, causing lots of mail to be rejected at all domains that participate in DMARC – and not just spam. The change caused mail lists to break and inflicted serious deliverability damage on small businesses who’ve relied on Aol or Yahoo for their business needs for years.

Outlook.com hasn’t made any public announcements about when or if they will publish a reject record, but I take yesterday’s change as a clear sign that they’re thinking about it.

New Spam Trap Type for CASL Non-Compliance?

I’ve not observed these in the wild – nor should I have, so far, as there are still three weeks and change left on the calendar before CASL goes into effect. But I’d bet you a box of meat we’ll soon see a new type of spam trap meant to tease out data from the spam stream on which senders are not bothering to comply. Continue reading

There’s Still (Barely) Time to Get Your CASL in Gear

It’s been five years in the coming, but the new Canadian Anti-Spam Law (CASL) is nearly here at last. The new requirements go into effect July 1st, so if you haven’t made preparations for compliance yet, now’s the time to get started.

The new law applies to anyone who sends mail to recipients in Canada, and requires senders of email to have or to obtain permission from those recipients to send them marketing messages. The problem, of course, is that unless senders have been collecting geographic data about their recipients at the time they gathered permission, it’s hard to know whether any particular recipient is in Canada. Furthermore, the burden rests on the sender to prove that they had consent should any action be brought under under the law. Continue reading