Whitelisting lies? Deliverability truths?

Darren Fell pokes a stick or two at the ESP market (which he's part of) in a two-part article on those factors that impact delivery.

Part 1 touches on the reputation of the sender's IP address and the importance of clean coding. Part 2 goes on to discuss the role of trust, timing, data and unsubscribe practices, and creative.

Part 2 is particularly interesting, since Darren highlights some common problems with many "from" lines and suggests some additions to the top of your email which might provoke a little debate.

One of those additions is the so-called permission reminder (telling people where they signed up and using which address). There's more on that somewhat divisive topic here.

More on deliverability | Tags: email deliverability, permission reminders, whitelisting

Permalink | July 23, 2007 | 2 comment(s)
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2 Comments:

Mark -

Thanks so much for posting this. Darren is right on. I think the biggest challenge is educating the community about deliverability. There is still this misunderstanding that ESPs hold the silver bullet to getting client messages into the inbox. Bad practices lead to bad reputation...

Thanks again.

dj at bronto
By DJ Waldow, on 26 July, 2007

Thanks DJ. Yes, I think we're all at fault here. Deliverability was always a major selling point for ESPs. And customers were happy to believe that someone else bore the responsibility...
By Mark Brownlow - Email Marketing Reports, on 26 July, 2007

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