[epub] Re: Who's Responsible for Deliverability?

["John Glube" <jbglube@xxxxxxxxxxxx>]

> As publishers there is a degree of control in each of these:
> 1) selecting a stable and reliable ESP
> 2) compiling "clean" ezines
> 3) educating subscribers

If you are doing your own mailings:

* Properly configuring your server is a good place to
start. This includes using a static IP address, which has
reverse DNS listing.

* The message header needs to properly identify the mail
source This can be technical, but it is important to get it
right.

* Don't bother sending mailings from a residential dial up
or broadband connection.

* Bounce address management is very important, meaning you
want to honour 550 bounce messages and have a 3 strikes and
your out rule for soft bounces as a minimum.

(If you are doing large scale volume mailings the rules are
tighter.)

* Publish an SPF policy record for your domain, as the
larger ISPs like AOL are using SPF record checking to
verify the email source for bulk mail. To avoid problems
with message forwarding, end the record with ~ all.

* Manage your content, so that if you are sending in HTML,
your message is fully compliant with the HTML rules.

As Paul noted, since some ISPs are now checking URLs, only
use your own domain in the body - presuming its clean - and
use a redirect - hosted on your server - not in the message.

* Don't try and hide words you believe will trip a filter.
Use Spam Assassin to test your message, although the large
consumer ISPs use much more sophisticated filters.

* Consider working with a certification service which also
offers a delivery monitor service to help you deal with
delivery issues.

If you outsource your mailings, the provider's
responsibilities are "structural" such as: 

* Properly configuring the server, 

* Properly setting up the message header, 

* Bounce address management,

* Publishing the appropriate sender policy records, 

* working with a certification service, 

* Ensuring network security, establishing appropriate
policies for use of shared servers and removing those who
abuse the network and so forth fall within the
responsibility of your provider.

The "content issues" fall with the responsibility of the
content provider, aka the publisher. 

But the provider should provide you with access to the
required tools, so that you can properly manage your
content, such as text and HTML editors, along with access
to delivery diagnostics (the last may or may not be at an
additional cost).

Trusting this helps.

John

John Glube
Toronto, Canada

Are You Ready To Make Email Work For You?
http://www.learnsteps4profit.com/emgr.html