Tag: deliverability

Postini spam filter service to be shut down by Google, users moved to Google Apps

According to a new entry at the Google Support pages, the Google Postini service will be shut down by Google. The transition to Google Apps will begin in 2013.

Several email security, handling and archiving functions known and loved of Postini have been built into the Google Apps suite. However, not everything will find a replacement according to this table:

The various Postini services will be converted as follows:

Postini product Transitions to Google Apps product
Google Message Security Google Apps for Business
Google Message Discovery Google Apps for Business and Google Apps Vault
Google Message Encryption We’re working on a solution to support your encryption needs. Later this year, we will post updates to this site.
Google Message Filtering This product is being phased out. Customers will be sent a non-renewal notice later in 2012.
Postini Small Business Edition This product is being phased out. Customers will be sent a non-renewal notice later in 2012.

When it comes to a timeline, the page mentions the following:

At your next renewal date, we will start your transition from your Postini service to Google Apps.

At least 60 days before the end of your Postini services contract:

  1. We’ll send you detailed information about the transition process and the Google Apps email security features.
  2. You’ll receive a new agreement that continues your Postini service until your Google Apps migration, and also provides you Google Apps at the same price as your Postini service.

These first transition notifications are being sent to customers whose renewal dates are November 1, 2012 or later. If your renewal date is between August 15 and October 31, 2012, you’ll receive the standard Postini renewal agreement, and we will contact you with information about the transition in 2013.

Here’s a video describing the transition of Postini to Google Apps:

Responses from the email marketing community have been mixed:


Others try to persuade you to move to their services:



In any case, even though some companies won’t be happy with Google shutting down the Postini service, at least they are providing an advance notice before any accounts will be cancelled.

Business Insider has an elaborate article, with a few updates from Google PR about what Exchange and Lotus Notes customers can expect.

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Test your email: test newsletter spammyness with mail-tester

Fellow email marketing blog enthusiast Becs Rivett pointed out yesterday that the Wysija team have created mail-tester: it’s a tool to test the spammyness of your email content.

The test includes a reputation test of your ESP, coding quality of the email itself as well as a link-tester. An example result can be found here.


With ISPs (including webmail providers Gmail, Outlook.com and Yahoo) and other email handling platforms tightening their deliverability thumb screws, it’s important to check your email marketing messages for spammy content, proper email server authentication and any errors in your coding or links.

The way it works is to send an email to a designated address at mail-tester, after which a report will be created. The report will look like this:


This result shows the authentication part expanded: things like SPF and DKIM are described in detail.

Be sure to check out their FAQ and SPF Guides: it gives quite some insight into how they work and how you should create an SPF record for your domain.

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Return Path launches ISP anti-phishing program with AOL,Yahoo and others

Return Path, the email marketing certification and reputation monitoring company, has launched a new ISPs anti-phishing program together with a group of large companies in the industry.

Those companies include AOL, Libero, Microsoft, Yahoo!, UOL and Synacor. The new program was announced during the M3AAWG (Messaging/Malware/Mobile Anti-Abuse Working Group) 25th general meeting.

The purpose of the new anti-phising program is to accelerate the adoption of the DMARC email authentication standard. Read more

Ongage: improving micro-deliverability to maximize inbox placement

Recently Ongage announced a new solution to maximize inbox placement using multiple ESPs. The overall reputation of an ESP can be very good (upwards of 95%) but certain domain reputation can be better with one, and other domain reputation better with the other.

Ongage now offers the option (called OngageConnect) to send through multiple ESPs, therefor maximizing inbox placement.

A quote from the solution page:

This technology provides marketers the ability to leverage the combined strengths of multiple ESPs, and offers them the freedom and flexibility to select the best matching and performing ESP, for each geographic region, recipient domain (aol.com, hotmail.co.uk, yahoo.fr, gmx.de, gmail.com, etc.), campaign and segment.

It sounds pretty cool, but Joshua Baer wrote on deliverability.com that he’s not too sure about the service. He’s all for innovation and improving list performance, but believes this should be about the sender’s reputation, not the ESP’s reputation. He’s also afraid of spammers abusing the service. TechCrunch wrote about it as well.

Here’s a screenshot of the ESP report in the interface of OngageConnect:


The profit calculator shows the following:


The answer to the above profit percentage after using the service: “It depends.” When you already have a good list and are not a high-volume, many domains sender, this service would probably be overkill.

However, as I understand it, the service looks interesting to say the least and might be a nice innovation in the email marketing industry: let’s hope it will be a good tool for email marketers trying to maximize inbox placement. This, of course, after they made sure the message is actually relevant to the receiver…

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Email deliverability rates dropped in second half 2011, says Return Path

If you’re having some deliverability issues, you are probably not alone. Email deliverability rate has dropped in the second half of 2011 according to Return Path. Calling it inbox placement rate, the percentage of IPR has dropped from an average of 80% (one in five has gone missing) to an average of 76,5% globally. This means almost one in four emails that has been sent has not been reported as delivered.

One of the key reasons of the dropping deliverability rates has been the fact that ISPs are putting more weight behind reputation metrics and enforcing strict rules.

Here’s a chart with all the global regions and their respective deliverability rates:

It shows that inbox placement rates are highest in North America and Europe, Middle East and Africa while Asia Pacific and Central & Latin America sees the lowest inbox placement rates.

With general email spam dropping a lot lately (from 300 billion to 30 billion daily), it seems that crowded inboxes due to commercial/spam messages are becoming a thing of the past. Have ISPs and webmail providers like Gmail, Hotmail and Yahoo tightened their spam filters too much?

Have you seen a decline in your delivery rate? More people asking where the newsletter is you normally send? Or as an end user of for instance Gmail or Hotmail, have you noticed more messages ending up in the spam folder, even when they weren’t spam?

It seems too much of a coincidence (I don’t believe in coincidence, but in this case…) that Gmail has posted an article on their official blog detailing the reasons why messages have ended up in your spam folder.

Just over a month ago, Gmail has tightened their spam filters, with quite some messages not reaching the inbox anymore as a result, another post on Return Path’s blog tells.

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