What really drives delivery, particularly at the consumer mailbox providers, is engagement.
The big drivers of engagement are
- having permission to send email and
- sending mail users want to receive and interact with.
Authentication is there so that the filtering engines know what mail is actually from you. It allows them to be really harsh on spam forging your domain or sent without your authority and still delivering your legitimate mail to the inbox. If your mail is fully authenticated and still going to the bulk folder, then the problem is related to your email. Something you’re doing, whether it’s a permission problem or an engagement problem or whatever, is making the filters think your mail isn’t wanted.
Fixing authentication isn’t going to fix delivery problems caused by authenticated email.
I can tell the people what it is you’re really trying to say.
Mark Zuckerberg has written an op-ed, and I wish he had not.
It was titled “The Facts About Facebook.” I would give that one tweak. I’d call it “Mark’s Facts About Facebook.”
In a piece for The Wall Street Journal timed to the social networking giant’s 15th anniversary, its once-young, now-not-so-young chief executive and founder tried and tried to persuade readers that they shouldn’t be afraid of what he has wrought.
But the post was essentially the greatest hits that we have heard Mr. Zuckerberg sing for a while now. He focused on the enormous advertising system that powers Facebook, while ignoring almost entirely the news from the last disastrous year, including Russian abuse of the platform, sloppy management of data, recent revelations that the company throws some pretty sharp elbows when it needs to, and more. You kind of get why Mr. Zuckerberg would want to forget it all.
Should I be annoyed by this? One person who favors Mr. Zuckerberg told me no, pointing out that the media is irked when he says nothing and even more bothered when he says something, so he cannot win whatever he does.
.. O.K., so instead of just criticizing, I thought I would help him with his piece, given I do this for a living and he does not, by rewriting his work. Here goes:
MARK WROTE: “Facebook turns 15 next month. When I started Facebook, I wasn’t trying to build a global company. I realized you could find almost anything on the internet — music, books, information — except the thing that matters most: people. So I built a service people could use to connect and learn about each other. Over the years, billions have found this useful, and we’ve built more services that people around the world love and use every day. Recently I’ve heard many questions about our business model, so I want to explain the principles of how we operate.”
KARA TRANSLATES: We old now. We big now. It came from my one really good idea: AOL sucked and I could do better and I did. Now the noise has reached me up on Billionaire Mountain, so I am going to have to pretend that I care.
MARK: “I believe everyone should have a voice and be able to connect. If we’re committed to serving everyone, then we need a service that is affordable to everyone. The best way to do that is to offer services for free, which ads enable us to do.”
KARA: No rich person is going to pay too much for this muffler, um, social media service, and poor people aren’t going to pay us at all because they apparently don’t have money. So everyone will have to endure the ads that we shovel out and stop griping, because free ain’t free, people.
In his first week he withdrew from the unratified 12-nation Trans-Pacific Partnership. He prepared to pull out of the U.S.-Korea Free Trade Agreement (Korus) and the North American Free Trade Agreement. Earlier this year he imposed steep tariffs on imports of steel and aluminum, using a little-used national security law, and threatened the same for autos.
Today, Korus and Nafta have been replaced by updated agreements(one not yet ratified) that look much like the originals. South Korea accepted quotas on steel. Mexico and Canada agreed to higher wages, North American content requirements and quotas for autos.
These represent a step back from free trade toward managed trade, but they will have little practical effect: The limits on how many cars Mexico and Canada can ship duty-free to the U.S., for example, exceed current shipments. Mr. Trump hasn’t stopped threatening auto tariffs, but for now his officials have elected instead to seek broader tariff reductions with Japan and the European Union.
.. Meanwhile, the U.S. trade deficit that incenses Mr. Trump has grown during his presidency, especially with China and Mexico, as a strong American economy sucks in imports. His exhortations to manufacturers to bring jobs back to the U.S. have largely fallen on deaf ears.
But in a cult of personality, truth is replaced by belief, and we believe what the leader wishes us to believe. The face replaces the mind.
.. The transition from democracy to personality cult begins with a leader who is willing to lie all the time, in order to discredit the truth as such. The transition is complete when people can no longer distinguish between truth and feeling.
.. Cults of personality make us feel rather than think. In particular, they make us feel that the first question of politics is “Who are we, and who are they?” rather than “What is the world like, and what can we do about it?” Once we accept that politics is about “us and them,” we feel like we know who “we” are, since we feel that we know who “they” are. In fact, we know nothing, since we have accepted fear and anxiety — animal emotions — as the basis of politics. We have been played.
.. The authoritarians of today tell medium-size lies. These refer only superficially to experiences; they draw us deep into a cave of emotion. If we believe that Barack Obama is a Muslim born in Africa (an American lie with Russian support), or that Hillary Clinton is a pedophile pimp (a Russian lie with American support), we are not actually thinking; we are giving way to sexual and physical fear.
.. These medium-size lies are not quite the big lies of the totalitarians, although Mr. Orban’s attacks on George Soros as the leader of a Jewish conspiracy come rather close. They are, however, big enough that they help to disable the factual world. Once we accept these lies, we open ourselves up to believing a whole raft of other untruths, or at least suspect that there are other, vaster conspiracies.
.. We imagine that we make choices as we sit in front of our computers, but the choices are, in fact, framed for us by algorithms that learn what will keep us online. Our online activity teaches machines that the most effective stimuli are negative: fear and anxiety.
.. As social media becomes political instruction, we prime ourselves for politicians who reproduce the same binary: What makes us afraid and what makes us feel secure? Who are they and who are we?
.. The empty heterosexual posturing, the shirtless photo ops, the misogyny and indifference to the female experience, the anti-gay campaigns, are designed to hide one basic fact: A cult of personality is sterile. It cannot reproduce itself. The cult of personality is the worship of something temporary. It is thus confusion and, at bottom, cowardice: The leader cannot contemplate the fact that he will die and be replaced, and citizens abet the illusion by forgetting that they share responsibility for the future.
The cult of personality blunts the ability to keep a country going. When we accept a cult of personality, we are not only yielding our right to choose leaders but also dulling the skills and weakening the institutions that would allow us to do so in the future. As we move away from democracy, we forget its purpose: to give us all a future. A cult of personality says that one person is always right; so after his death comes chaos.
Democracy says that we all make mistakes, but that we get a chance, every so often, to correct ourselves. Democracy is the courageous way to have a country. A cult of personality is a cowardly way of destroying one.