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What does mitigation really mean?
It is a regular occurrence that senders ask filters and ISPs for mitigation. But there seems to be some confusion as to what mitigation really means. I regularly hear from senders who seem to think...
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What kind of mail do filters target?
All to often we think of filters as a linear scale. There’s blocking on one end, and there’s an inbox on the other. Every email falls somewhere on that line. Makes sense, right? Bad mail is blocked,...
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Filters evolving
I started writing this blog post while sitting on a conference call with a bunch of senders discussing some industry wide problems folks are having with delivery. Of course the issue of Microsoft comes...
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Tempo
When we say that you might just be sending too much email and fatiguing or annoying the recipient into unsubscribing or hitting spam, this is the sort of thing we mean. Three emails (to the same email...
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Interacting in professional fora
There are a bunch of online communities – mailing lists, Slack channels, etc. – where “people who do email” interact. Some of them are open to anyone to subscribe, some of them are semi-private and...
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Improving Gmail Delivery
Lately I’m hearing a lot of people talk about delivery problems at Gmail. I’ve written quite a bit about Gmail (Another way Gmail is different, Gmail filtering in a nutshell, Poor delivery at Gmail but...
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5 steps for addressing deliverability issues
excFollowing on from my reading between the lines post I want to talk a little bit about using the channels. From my perspective the right way to deal with 99% of issues is through the front door. Last...
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Filtering by gestalt
One of those $5.00 words I learned in the lab was gestalt. We were studying fetal alcohol syndrome (FAS) and, at the time, there were no consistent measurements or numbers that would drive a diagnosis...
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Permission trumps good metrics
Most companies and senders will tell you they follow all the best practices. My experience says they follow the easy best practices. They’ll comply with technical best practices, they’ll tick all the...
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Filters do what we tell them
In the email space we talk about filters as if they were sentient beings. “The filters decided…” “The filters said…” This is convenient shorthand, but tends to mask that filters aren’t actually...
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The perfect email
More and more I’m moving away from consulting on technical setup issues as the solution to delivery problems. Delivery is not about the technical perfection of a message. Spammers get the technical...
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A few weeks ago, I got a call from a potential client. He was all angry and yelling because his ESP had kicked him off for spamming. “Only one person complained!! Do you know him? His name is Name. And...
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Ask Laura: What should we be measuring?
Dear Laura, We are trying to evaluate the success of our email programs, and I don’t have a good sense of what metrics we should be monitoring. We have a lot of data, but I don’t have a good sense of...
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Who owns the inbox
One of the questions asked of my panel during Connections 16 last month was who owns the inbox. My point of view is that the end user owns the inbox, with a few minor exceptions. For instance, in the...
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The source of deliverability problems
Most deliverability problems don’t start where many people think they do. So very often people call looking for deliverability help and tell me all about the things they’re doing to reach the inbox....
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Dueling data
One of the things I miss about being in science is the regular discussions (sometimes heated) about data and experimental results. To be fair, I get some of that when talking about email stuff with...
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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. The categories they’re measuring are:...
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Ask Laura
An Advice Column on Email Delivery When we work with brands and senders to improve email delivery, there are many questions that come up again and again. For 2016, we thought it might be interesting to...
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Troubleshooting delivery is hard, but doable
Even for those of us who’ve been around for a while, and who have a lot of experience troubleshooting delivery problems things are getting harder. It used to be we could identify some thing about an...
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CASL botnet take down
The CRTC served its first ever warrant as part of an international botnet takedown. The warrant was to take down a C&C (command and control) server for Win32/Dorkbot. International efforts to take...
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