Industry News:  Deliverability

Warmup Advice for Gmail

Getting to the Gmail inbox in concept is simple: send mail people want to receive. For a well established mail program with warm IPs and domains, getting to the inbox in practice is simple. Gmail uses recipient interaction with email to determine if an email is wanted or not. These interactions are easy when mail is delivered to the inbox, even if the user has tabs enabled.

5 Ways to Ruin Your Sender Reputation

According to a recent study by Return Path, delivery rates for emails from senders with poor sender reputation scores are markedly lower than those for senders whose reputations are strong. How much lower? A LOT lower… This difference in delivery rates can represent massive amounts lost revenue, especially for brands with large mailing lists. And isn’t revenue what this is really all about?

A DMARC warning

One challenge when implementing DMARC is to ensure that all mail, and I do mean ALL mail is authenticated correctly, before switching to a p=reject notice. The easiest way to do this is to set up a p=none record and check reports to see what mail isn’t authenticated. At least some of this mail is actually going to be valid but unauthenticated email.

Microsoft changes

There’s been quite a bit of breakage and delivery failure to various Microsoft domains this month. It started with them changing the MX for, then the MX for… and both these things seem to have broken mail. I also saw a report this morning that some of the new MXs have TLS certificates that don’t match the hostnames.

Thinking About Deliverability

I was chatting with folks over on one of the email slack channels today. The discussion was about an ESP not wanting to implement a particular change as it would hurt deliverability. It led me down a path of thinking about how we think of deliverability and how that informs how we approach email.The biggest problem I see is the black and white thinking. There’s an underlying belief in the deliverability, receiving, and filtering communities that the only way to affect sending behavior is to block (or threaten to block) mail.

Preventing Deliverability Issues: 3 Things to Check Before You Send Your Next Campaign

When it comes to deliverability, many marketers take a reactive approach. Too often, deliverability only becomes subject of attention when things go wrong, like a drop in deliverability rates or decreased open rates. Rather than troubleshooting causes for deliverability issues when it’s already too late, taking a proactive approach and following deliverability best practices can help you avoid many common issues in the first place.


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