marcel becker
On April 4, 2022, the Certified Senders Alliance invited Yahoo’s Marcel Becker and yours truly (Al Iverson) of Spam Resource to “embark upon a discussion of domain reputation” where we also talk in length about open tracking, how it wasn’t that accurate to begin with (bots mostly talking to bots) but now, with Apple’s Mail Privacy Protection (MPP), it’s even less accurate than before. That doesn’t mean you should never rely on open data to make an informed decision about an audience segment — but it does mean that you should never trust an “open” even tracked at the subscriber level, when making any sort of decision on what to do with an individual subscriber. Meaning, don’t use opens as part of your drip campaign logic to decide who gets what email — it won’t be accurate. But, for myself, I’ll continue to say that there’s a place for open
On Tuesday, October 3, Google and Yahoo announced updated sender requirements for those who wish to send mail to Gmail or Yahoo Mail successfully and in volume. Marcel Becker from Yahoo and Neil Kumaran from Google explain in detail what senders will have to do if they don’t want to find their mail blocked at either mailbox provider. They warn that failure to comply will result in rejected mail in early 2024.Any changes here really are evolutionary more than revolutionary. These have been solid “best practice” recommendations for a good long while; so I think of this as both “documenting what everybody knows” and laying the groundwork for reasoned, documented policy-based blocking of non-conforming mail. Those requirements boil down to this:Authenticate email. We were moving to a point where you basically already had to authenticate your email messages if you wanted inbox placement success; now it’s fair to say that it
Here’s your last chance to join me, Al Iverson, along with Marcel Becker from Yahoo, on Monday April 4th at 10:00 am US central time / 11:00 am US eastern time / 17:00 CET, in a webinar put together by the Certified Senders Alliance, where we’ll talk about domain reputation, authentication and deliverability, and the current state of open tracking thanks to Apple MPP. Register here!
