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

[Lisa Micklin <lisa@xxxxxxxxxxx>]

I agree with all of this, Paul.

I would hope that an ESP would take care 
of all of these issues except for the links.

Which I guess brings us back to the other 
current thread on in-house vs. outsourcing.

best,
lisa
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Paul Myers wrote:

> Those are important, but there's a lot more to it.
>
> Some ISPs, most notably AOL, will block emails based on the 
> presence of banned URLs in the body. You should try to use 
> redirects when pointing to domains other than your own where 
> possible.
>
> Publishers need to do a better job, as a group, of cleaning 
> bounced email addresses from their lists. That is easily one 
> of the biggest complaints of ISPs about email publishers.
>
> There are technical issues that affect deliverability at some 
> providers that most publishers never think about. Things like 
> reverse DNS.
>
> It's possible to get involved enough that you get close to 
> 100% deliverability (after full mailbox bounces), but you 
> really have to be paying attention, or have a small list, to 
> get that high.
>
>