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What do you do when you’re a newsletter publisher or marketing manager sending emails to your list and you run into deliverability trouble through no fault of your own? How do you even know? It’s a tricky and sticky situation and I’ve seen it happen more than once lately, and across more than one email service provider (ESP). The assumption, most of the time, is that if a mailbox provider — say, Gmail, decides to put your mail in the spam folder, that it’s a reflection of the quality of your mail — not a reflection of the provider or any issue the provider might be having. Ninety-seven percent of the time, it’s all about the (sending) client, not the sending platform. But sometimes it is actually a problem related to the sending platform. And that’s not an easy thing to measure. But it’s a good thing to ask your
Thanks to Denis O’Sullivan for again sharing great deliverability insight. This time around it’s an interview with Yahoo Postmaster Lili Crowley, one of the good people who help to try to keep the barbarians from getting through the gate. It’s always good to learn directly from those in charge, to help you keep looking like the good sender that you are.
Having trouble delivering mail to Yahoo? Wondering how that all works? Why does your mail bounce? TS03, TS04, and more? What do you do about it? How do you triage, troubleshoot and address Yahoo (and AOL) deliverability issues? My Kickbox colleague Jennifer Nespola Lantz explains it all here.
One of the most common refrains I hear from folks with delivery problems is that the filters must have changed because their mail suddenly started to go to the bulk folder. A few years ago, I posted about how even when there is no change in the sender’s behavior, reputation can slowly erode until mail suddenly goes to the Gmail bulk folder. Much of that still applies – although the comments on pixel loads (what other folks call ‘open rates’) are a bit outdated due to changes in Gmail behavior. While it is often true that reputation drives sudden delivery problems there are other reasons, too. Filters are always adjusting and changing to meet new challenges and threats. We’re seeing these changes rolling out at some of the consumer mailbox providers. Steve recently wrote about changes that Yahoo! was making related to domain existence. He also posted about Microsoft getting
These last few years have been something, huh? Something had to give and, in my case, that something was blogging. There were a number of reasons I stopped writing here, many of them personal, some of them more global. I will admit, I was (and still am a little) burned out as it seemed I was saying and writing the same things I’d been saying and writing for more than a decade. Taking time off has helped a little bit, as much to focus on what I really want to talk about. It helps, too, there are a lot more deliverability resources out there than when I started. I don’t have to say it all, there are other voices (and perspectives!) that are adding to the collective understanding of delivery. That’s taken some of my (admittedly internal) pressure off from having to write about specific things to explain, educate and
The head of Orange’s Anti-Abuse and Internet Security team has been kind enough to let the Mailop team know that in a few weeks, they will be bringing new IP ranges live, to send mail. Mail from Orange FR subscribers will be coming from any of these IP address ranges: 80.12.242.0/25, 80.12.242.128/29, 193.252.23.210/31, 193.252.23.212/30, 193.252.23.66, 193.252.22.0/25, 193.252.22.210/31, 193.252.22.212/30ISPs, mailbox providers and anti-spam filterers who wish to whitelist/allow list mail from legitimate ISPs may want to update their filters to allow through mail from these IP ranges.
Per notification on the Mailop mailing list on November 24, 2021, “Tucows / OpenSRS is executing an upgrade that will result in new SMTP outbound IP addresses being used within the next couple weeks.All outbound email for regular and “filter-only” delivery:64.98.42.0/2464.99.140.1/24216.40.44.0/24All outbound forward and autoresponder traffic:64.98.36.17/32 forward.b.hostedemail.com64.99.140.10/32 fo-relay.a.hostedemail.com216.40.42.17/32 forward.a.hostedemail.com”My understanding is that these changes will apply to any domains with MX records pointing at *.hostedemail.com infrastructure. These are email customers of Tucows/OpenSRS as covered here.
You did it! You got Yahoo or Microsoft to unblock you. Perhaps you even figured out why they “hate” you. Perhaps your friendly neighborhood deliverability consultant just closed the ticket you submitted, letting you know that the ISP has unblocked your sending IP address and telling you that you should now be “good to go.”So…now what? What should you do next? What should you send, how much, in what order? What’s the best way to ramp things back up? This seems something that is missing from a lot of deliverability consultation — the “now what?” after getting you unblocked. I sense an opportunity! Allow me to share my take on what you should do next, after getting unblocked by an ISP like Yahoo or Microsoft.WAIT. Wait a period of time — 24 hours if Yahoo, 48 hours if Microsoft, before doing any significant sending. (For other ISPs, wait until the…
Yahoo is Yahoo again! The entity that runs the servers hosting the mailboxes for AOL and Yahoo is now called Yahoo Inc, as of September 1st, 2021. No more Verizon Media.