Email Summit Notes

I have not yet attended one of the MediaPost Email Insider Summits but I hear they are the best of all email related conferences. A heavy travel schedule prevented me from attending but I plan on doing so in the future.

Read Bill McCloskey's wrapup for the full overview but I wanted to note a major problem that all email marketing folks face and it uncovers why things are not easy or getting better on the deliverability front.

"Craig Spiezel from Microsoft, in particular, raised eyebrows of more than a few in the audience when he talked about a flower company's emails not being delivered before Mother's Day because the company used a new IP address that did not have a "reputation" associated with it: "Did we deliver those emails? We did not," he said. Spiezel went on to say that as a result, the company had a warehouse of wilting flowers."

Imagine if the USPS said we are not going to deliver your packages unless they are in USPS purchased boxes. Well, there you have a major issue that our industry needs to tackle and we can't without the big ISPs help. While it hurts email marketers it doesn't do any favors for the ISPs users either.