Zrinity builds next generation software products that power the internet.
December 16, 2005 |
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A recent article in Clickz by Al DiGuido was very well written explaining a major problem in the email industry. He covered the speed of delivery, but missed one critical component. The speed of "sending" is not always the speed of "delivery." In fact, attempted very fast sending can lead to reduced delivery quickly. Read on…
Key Quotes From the Article:
"Several retailers that send millions of messages at a time say their mailings move at 10,000 to 30,000 messages per hour." "…outsourced providers claim ISPs can't handle the increased mail… …message complexity and personalization mean slow delivery can't be helped." "retailers sending relatively small campaigns (1 million messages) at 8 a.m. finish over 12 hours later." "The consequences of a Fortune 2000 company picking such an e-mail provider can be catastrophic." ”Know your e-mail delivery rate per hour -- and your provider's speed limit."
All true, but the last statement about knowing the delivery rate per hour misses a few very critical details. Knowing the email delivery rate is great, but what is the email server doing while producing that rate? Is it meticulous enough to communicate very carefully, limiting simultaneous connections, bounce retries, and the like to YAHOO, HotMail or Gmail in order to protect your reputation as a valid sender of email? Sending a million message in an hour is great, but if half are headed towards YAHOO and the system tries to send thousands at a time to YAHOO, then none will arrive. Thus, fast sending, does not always turn into fast delivery. In fact the opposite can be true!!
All the factors to take into account regarding the email server are listed here by our staff on the following Web page…
Business Class Email Server Attributes Email Delivery Speed Enhancement Reference
Zrinity builds next generation software products that power the internet.