Hot Topics in Email Deliverability
- Author:
- Spencer Kollas
- Source:
-
As I sit here thinking about what to write, I get the feeling that I have already written about most everything in the world of deliverability. So for this article, I will pose a question to all the readers: Are deliverability experts just saying the same thing over and over again in different ways? And if they are, do you want to see them discussed in a different way, or are there new topics that you want to see addressed?
If I look back over the years that I have been doing email deliverability, I have noticed a change in the overall philosophy of many email delivery experts. When I first started years ago, deliverability seemed like something more along the lines of black magic, something only a few people knew (or understood). So, if you weren't one of those few people, then you were out of luck. This was the mentality of not only the folks on the email service provider side, but also the ISP side. Many of the systems that the ISPs were using were not automated; rather, there were a number of ways to manually get around the systems if you knew the right people or the right combination of items. Back in the beginning, you might be able to find that "bat phone" and call in a favor with an ISP simply because you got to know the people there, and they could make the changes.
The more things change, the more they stay the same. Things today are not that different; it is just that the ISPs have more automated systems to help fight the spam and less ability to change things manually for specific senders. What have not changed are the things that the ISPs look at to help them determine what they consider spam (or unwanted mail) and what they consider to be legitimate, desired email.
ISPs have continued to use the same basic items as the foundation of their filtering systems. Sure, various new spamming methods have come and gone in the last 10 years, but the ISPs still focus on the same items. These items are...
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