Industry Updates

Missing data at Google Postmaster Tools

Over the past week, there have been many reports of missing data for Google Postmaster Tools. From what we can see, it appears data on the Spam Rate, IP Reputation, Domain Reputation, Feedback Loop, and Delivery Errors tabs stopped updating for some folks around April 11th or 12th. According to information posted in an industry forum, Google is aware of the issue and working to resolve it. Some progress has been made, but no official statement has been made (seems to be par for the course with Google).

GPT

As of this morning in my own account, most tabs have data up to 4/13 (with a gap on 4/12) and data for 4/17, but everything between is missing. It remains to be seen whether the missing data will be restored. After a similar issue last September, Google was able to restore the data pretty quickly – hopefully that will be the case here as well.

– BG

Industry Updates

R.I.P. (some) AOL Postmaster tools

AOLrepThough most senders may be trying to pin down why Gmail isn’t displaying their images by default, there are still other mailbox providers out there to worry about. AOL, for instance, recently disabled their reputation checker and rDNS lookup tools while many of us were enjoying the long Easter holiday weekend (thanks to Word to the Wise for the heads up).

Gmail’s Postmaster Tools and Microsoft’s SNDS may have provided more data points, but the AOL reputation check was a great way to see at-a-glance where you stood with one of the major mailbox providers. It may not have been perfect, but I must say I’m a bit sad to see it go. Chalk is up as yet another casualty in the ever-changing email landscape.

– BG

Industry Updates

Gmail not displaying images by default for some messages (UPDATED 4/5/18)

There have been some reports floating around today of Gmail not displaying images for some messages.

CaptureIn my testing I’ve been able to reproduce it with some messages in the Promotions tab, but only in the “classic” Gmail web interface. However, these same messages display images when viewed in Inbox.

This seems intentional, although no official announcement has been made. Maybe Google is launching a push to encourage migrating to Inbox? We’ll await word from the Gmail team, but in the meantime more testing is in store to pin down exactly what in the message is triggering the change.

4/5/18 UPDATE: It seems this change was not permanent, with all messages appearing to display images (even those previously not displaying them). Google has been silent about this, so we’re still unsure if this was some sort of test, an error, or something else entirely.

– BG

Random

Spring is a-buzz, and we need your help

IMG_1566It’s that time of the year again: the flowers are blooming, birds are chirping, and the clippers are buzzing. That’s right – it’s almost time for our annual St. Baldrick’s event, where we and others shave our heads to show solidarity with kids fighting cancer and raise funds for specialized childhood cancer research. (Check out this post if you’d like more info on the organization.)

On May 5th, my wife and I will go under the clippers for the 6th and 7th times, respectively, raising money that directly funds childhood cancer research at one of 368 institutions around the world.

Together we’ve raised over $6,000 and counting for this very worthy cause. We’d love your help in funding this vital research, and every dollar counts. If you’d like to make a secure donation of any size, click the link below with our thanks.

Donate Now

As I’ve said before, you’ll only see this post once each year, and the delivery news and nuggets will be back in a jiffy. Thanks for listening!

– BG

Industry Updates

Yahoo introduces Google-style image caching in email (UPDATE: confirmed with more details)

Geocache Cache Small Geocaching Logbook In late 2013, Google began to cache all images in email sent to Gmail users, storing remotely-hosted images on their own servers instead of accessing them each time an email is opened. Laura at Word to the Wise wrote up some good info at the time, focusing mainly on the parts of email tracking that were (or were not) affected by the changes.

Fast forward to 2018, and it looks like Yahoo has adopted a similar policy of image caching. According to Litmus, Yahoo recently began caching images on their servers in the same manner as Google. And like Google’s version, this one won’t break open tracking –  but could cause some unusual data points or issues with geolocation or user agent tracking. If you track the location of email opens, you’re likely to start seeing a lot more traffic from Sunnyvale, CA (the location of Yahoo’s servers), and any dynamically-generated content based on the location of the recipient will reflect that. In fairness, IP geolocation has never been a precise science, so most marketers should rely on other signals along with that data to serve up location-specific content.

When Google introduced this feature, they used it as a platform to allow images to load by default for all mail sent to the Inbox. There has been no announcement or indication thus far, but Is it possible Yahoo is planning a similar feature? As with most of the changes taking place under the new Oath umbrella; we’ll just have to wait and see. Yes, according to the answers provided by the Yahoo Engineering blog.

This morning, they officially announced the change, also confirming images will now be on by default for Yahoo and AOL in desktop and mobile versions. We can likely presume this applies only to messages in the inbox, though no specifics are provided. The post also indicates that Yahoo will “continue to support most” open tracking via pixel, though again details are sparse.

And for those using IP geolocation to serve dynamic content, the authors “recommend falling back on other tools and technologies which do not rely on IP-based targeting.” I won’t say I told you so.

– BG

Industry Updates

US sees increase in inbox placement, still lags behind world average

In late February Return Path released the 2017 installment of their annual Deliverability Benchmark Report, which tallies inbox and spam folder rates by country and industry. Each year the data is generated by monitoring more than 2 billion consumer emails to identify trends and averages for each region and industry segment.

RM Global Delivery
The data, compiled between June 2016 and June 2017, shows little change overall from last year’s report. On average, around 20% of mail worldwide never reaches the inbox, with the majority of that – 70% – rejected at the server gateway (bounced). As in years past, the US falls short of that average: just 77% of mail made it to the the inbox. The good news for US senders is that this represents an increase of around 4% from ’15-16 numbers.

Around the world, Canada and Australia tied for the highest inbox rates, with 90% of mail in those countries reaching the inbox. The merits of Canada’s Anti-Spam Law may be disputed, but it certainly seems to have had a positive impact on inbox placement there. Prior to the law taking effect in 2014, inbox rates in Canada dipped as low as 79% – but they have hovered around 90% since then. CASL certainly isn’t guaranteed to be the cause, but it’s a good bet there’s some correlation there.

Results by industry

The breakdown of inbox rates by industry uncovered a couple of interesting trends. Among the 16 industries tracked, none averaged below 76% inbox rate on the year. The Automotive industry, previously in last place with 66%, now edges out the Nonprofit/Education/Government sector by a point at 77%. Meanwhile the Insurance industry, perennially at the low end of the spectrum, saw a 13-point jump to 89%. Apparel, Electronics, and Home Improvement all saw decreases but remained at 85% or above, while Finance took the top spot with 94% of their mail reaching the inbox.

– BG

Industry Updates

AOL mail seeing Yahoo deferrals as mail integration continues

170403180613-yahoo-aol-oath-780x439A few weeks ago we told you about AOL’s migration of their MX servers to Yahoo’s infrastructure as part of the merger of the two entities under Verizon’s new Oath brand. Since that change in early February, mail to AOL recipients has been handled by Yahoo’s servers. No specifics have been released on how the combined mail system will handle filtering, but observations of recent bounces may shed some light on that.

Over the past 2-3 weeks a number of senders have been seeing the dreaded “Yahoo deferrals” from recipients with AOL email addresses. These deferrals – temporary bounces usually caused by a high complaint rate – occur frequently for many high-volume senders mailing Yahoo recipients. These bounces are typically returned in a format similar to the following:

421 4.7.0 [XXXX] Messages from XX.XX.XX.XX temporarily deferred due to user complaints – X.X.X.X; see https://help.yahoo.com/kb/postmaster/SLN3434.html

The appearance of these types of bounces when sending to AOL recipients means you now have to contend not only with AOL’s spam filtering but with that of Yahoo. While AOL is known for its useful resources and responsive Postmaster team, the Yahoo Mail team can be more difficult to reach when issues arise. If you do run into any of these bounces, it’s probably a good idea to reach out to Yahoo via their Support form since the filtering is occurring on their mail servers.

– BG