What's a Routing Rule?
If you send email using VirtualMTAs (which allow senders to send email from multiple IP addresses), you already know the importance of having a configuration that works for your specific business needs. For many senders, setting up a single IP address and a single VirtualMTA interface may be everything they need to see long-term success out of their marketing platform.
But what happens when things change? Suppose you’ve been blessed with the burden of HUGE growth and now have a volume of email that exceeds what one IP address should deliver. Or perhaps your one IP develops a reputation problem, and Yahoo (or some other ISP) just suddenly stops taking your email. And what if you suddenly need multiple email streams, each handled differently than the other? How can you possibly adjust to all of these changes?
My wife and I have a new hobby—powerlifting.
Most people relax during the summer, but Paige and I decided to push ourselves (and the bar) to the limit by entering our first powerlifting competition. However, within minutes of entering the building and before touching anything heavy, I really messed up! Well, almost. And that reminded me about my work in email server security. When you don’t have the essentials figured out, you could end up with a bar in your chest like I almost did.
We need to talk.
I think we need some space. I like you, but I need time to process our relationship.
If Internet Service Providers (ISPs) like Gmail and Hotmail could talk, sometimes they might sound just like this. There are plenty of reasons why they might put on the brakes and begin to limit the rate at which they accept email (i.e. rate limiting). But why do ISPs rate limit senders? And how can you respond without landing in the digital dog house?
Has this ever happened to you?
I love aged Sumatran coffee. It's often marketed as a Christmas blend, so it can be particularly hard to find in spring and summer. So when our resident coffee guru pointed a particularly tasty version, I jumped on it. After ordering my pure caffeinated gold and closing out the order confirmation page, I realized that I wasn't 100% sure that I'd ordered the right grind. I went to check the confirmation email, and saw....nothing. As I waited the ten seconds for it to show up, I had a thought: with transactional email, time literally is money. The faster that confirmation email comes in, the better the odds of the customer following through and completing their transaction.
Ten seconds can feel like a major delay in today’s digital age, and each additional second it takes to deliver an email increases the risk of a lost sale, an abandoned account signup, or a confused customer placing a double order. How fast is your email?
I love eggs.
Fried, scrambled, poached or boiled, they're one of my favorite foods. But as we all know, eggs are fragile, and not every egg makes it to the table (or even to the frying pan).
In the same way, not every email makes it through to its recipient. Lots of things can go wrong: the recipient's email address may be entered incorrectly, the ISP that hosts the email account could be having technical issues, or a spam filter could be blocking the message from getting through.
Ready for the spotlight?
Even though I’ve been playing for several years now, I’m still pretty much a novice whose focus is on learning the basics. I do sometimes dream about becoming a legendary banjo player, but in reality, I know it would take a lot to make it to the next level as a professional musician. More practice, more exposure within the music industry, maybe a few new banjos...er, tools for the business. And then there’s talking it over with my wife…
In my last post, I gave you the big-picture basics of email throttling—to continue the banjo metaphor, I showed you how to strum along with some simple chords. But today, I’m going to show you how to master throttling using a world-class instrument—GreenArrow. It can be a bit tricky to get the hang of, but once we’re done you’ll have the skills you need to be a virtual email throttling superstar.
One of my favorite hobbies is practicing the banjo.
And while my wife is a good sport about it, there’s only so much she can take. If I am down in the basement where she can’t hear me, I can play until my fingers fall off. But if she is within earshot of where I’m practicing, I only get to play for a short time before she flat-out tells me to stop.
My wife’s taste for banjo music is a lot like Internet Service Providers' (ISPs) taste for email. After a certain point in the sending process, certain ISPs may stop accepting emails. And just like with my wife, it doesn’t make sense to continue with delivery attempts because the ISPs will just get more and more annoyed. You can think of throttling, at least in GreenArrow, as our way of preventing you from annoying the ISPs (and having to sleep on the proverbial couch as a result).
There you are. The great outdoors.
The tent is pitched. Marshmallows, graham crackers, and Hershey's chocolate sit nearby as your friends and family gather near the fire pit. You’ve got the firewood, kindling, and matches, but the only heat you’re feeling is that of embarrassment because try as you might, you can’t start the fire.
We're happy to announce — docs.drh.net!
Our new software documentation site is the culmination of months of brainstorming, development, organization, conversion, documentation review, excessive coffee consumption - and yes, bacon. (The GreenArrow "old-timers" will know that "bacon" was the password to our old documentation site. See the sidebar.)