Dyn Geek Summer Camp: Joshua Baer of Return Path
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21-Oct-2014 -
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Transcript of Dyn Geek Summer Camp: Joshua Baer of Return Path
Get me off this damn list!The story of List-Unsubscribe
Joshua BaerChief Innovation Officer
Follow me on Twitter @joshuabaer
three stories
three stories
• me and my email story
three stories
• me and my email story
• the List-Unsubscribe story
three stories
• me and my email story
• the List-Unsubscribe story
• the next story
three stories
• me and my email story
• the List-Unsubscribe story
• the next storyquestions along the way
Manchester
Boston
Nashua
big data from email
coworking - incubator - seed fund
(this is my real license plate)
got rejected by the web server beta program
SKYLISTone of the first email service providers
sync unsubscribes across SaaS services
the email app store
deliverability.comfollow @deliverability
for email innovatorsOctober 30th, 2013 in Mountain View
discount code: geekcamp
questions?
List-Unsubscribe
List-Unsubscribe• Created in 1998, before there was
really a spam problem
List-Unsubscribe• Created in 1998, before there was
really a spam problem
• The problem was people signed up to mailing lists who couldn’t get off
List-Unsubscribe• Created in 1998, before there was
really a spam problem
• The problem was people signed up to mailing lists who couldn’t get off
• RFC 2369 is the result, which defines a number of List-* headers, most significantly List-Unsubscribe.
XXXX
flame wars
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flame wars
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flame wars
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flame wars
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flame wars
XXXXXXXX XXXXXXXXXXX
flame wars
flame wars
What’s it look like?
• List-Unsubscribe: <URL>• List-Unsubscribe: <mailto:[email protected]?
subject=unsub [email protected]>
• List-Unsubscribe: <http://dyn.com/unsub/[email protected]>
Gmail
Outlook
ListMom-Talk
ListMom-Talk• I ran the discussion forum for the
people who run mailing lists
ListMom-Talk• I ran the discussion forum for the
people who run mailing lists
• Only a few hundred people but influential
• product managers of the mailing list software vendors
• system administrators of the largest email systems of the time
Making an official RFC
Making an official RFC• I’m no expert
Making an official RFC• I’m no expert
• My impression is that it’s an incredibly political and bureaucratic process
Making an official RFC• I’m no expert
• My impression is that it’s an incredibly political and bureaucratic process
• Best to enter the process with existing supporters and an insider champion
Making an official RFC• I’m no expert
• My impression is that it’s an incredibly political and bureaucratic process
• Best to enter the process with existing supporters and an insider champion
• For me that was my partner-in-crime Grant Neufeld
adoption
adoption
• We started with mailing lists
adoption
• We started with mailing lists
• Mailing list software was the first software used to send marketing emails
adoption
• We started with mailing lists
• Mailing list software was the first software used to send marketing emails
• Marketing software retained it
adoption
• We started with mailing lists
• Mailing list software was the first software used to send marketing emails
• Marketing software retained it
• Webmail added Unsubscribe buttons
timeline
timeline
• 1997 rfc submitted
timeline
• 1997 rfc submitted
• 1998 rfc approved
timeline
• 1997 rfc submitted
• 1998 rfc approved
• 2000 mailing list adoption
timeline
• 1997 rfc submitted
• 1998 rfc approved
• 2000 mailing list adoption
• 2004 marketing adoption (CAN-SPAM)
timeline
• 1997 rfc submitted
• 1998 rfc approved
• 2000 mailing list adoption
• 2004 marketing adoption (CAN-SPAM)
• 2006 Hotmail adoption
timeline
• 1997 rfc submitted
• 1998 rfc approved
• 2000 mailing list adoption
• 2004 marketing adoption (CAN-SPAM)
• 2006 Hotmail adoption
• 2009 Gmail adoption
timeline
• 1997 rfc submitted
• 1998 rfc approved
• 2000 mailing list adoption
• 2004 marketing adoption (CAN-SPAM)
• 2006 Hotmail adoption
• 2009 Gmail adoption
{12 years
what’s different today?
what’s different today?• Things tend to be more market driven
what’s different today?• Things tend to be more market driven
• Start by publishing your own spec as an open source project in Github
what’s different today?• Things tend to be more market driven
• Start by publishing your own spec as an open source project in Github
• Get adoption without waiting on RFC to be approved
what’s different today?• Things tend to be more market driven
• Start by publishing your own spec as an open source project in Github
• Get adoption without waiting on RFC to be approved
• RFC is optional, adoption is all that matters.
what’s different today?• Things tend to be more market driven
• Start by publishing your own spec as an open source project in Github
• Get adoption without waiting on RFC to be approved
• RFC is optional, adoption is all that matters.
• If you get adoption, RFC will follow.
questions?
Expiring Email
how it works
how it works
• Senders insert a header in messages indicating the date that they expire
how it works
• Senders insert a header in messages indicating the date that they expire
• Mail Clients detect the header and delete or archive the message if the expiration date has passed and the message is Unread in the Inbox (has not been touched or viewed).
for senders
• We have to do it first
• Add X-Expires headers to your outbound emails NOW
• X-Expires: Sun, 4 Nov 1 2013 17:00:00 -0700 (PDT)
• Reduce complaints, unsubscribes
for mail clients
for mail clients
• Make your support known so that Senders will take the time to insert the headers
for mail clients
• Make your support known so that Senders will take the time to insert the headers
• Look for X-Expires headers and give the user an option to automatically Delete or Archive them in the future.
questions?• X-Expires
• List-Unsubscribe
• Return Path
• OtherInbox
• Deliverability
• Inbox Love
• Austin, Texas
• Coworking
• Startup Communities
• Capital Factory
• Startups
• Angel Investors