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Dyn Geek Summer Camp: Joshua Baer of Return Path
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Dyn Geek Summer Camp: Joshua Baer of Return Path

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Email is a glorious thing, and there's no better evangelist for the world of the inbox than Joshua Baer, Chief Innovation Officer for Return Path. He spoke at Dyn's Geek Summer Camp about his hope for …

Email is a glorious thing, and there's no better evangelist for the world of the inbox than Joshua Baer, Chief Innovation Officer for Return Path. He spoke at Dyn's Geek Summer Camp about his hope for the future of email and something he hopes will evolve over time. Listen to his entire keynote (http://dyn.wistia.com/medias/g38fte75pe) and enjoy the accompanying slide deck.

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Transcript

  • 1. Get me off this damn list! The story of List-Unsubscribe Joshua Baer Chief Innovation Officer Follow me on Twitter @joshuabaer
  • 2. three stories
  • 3. three stories • me and my email story
  • 4. three stories • me and my email story • the List-Unsubscribe story
  • 5. three stories • me and my email story • the List-Unsubscribe story • the next story
  • 6. three stories • me and my email story • the List-Unsubscribe story • the next story questions along the way
  • 7. Manchester Boston Nashua
  • 8. big data from email
  • 9. coworking - incubator - seed fund
  • 10. (this is my real license plate)
  • 11. got rejected by the web server beta program
  • 12. SKYLIST one of the first email service providers
  • 13. sync unsubscribes across SaaS services
  • 14. the email app store
  • 15. deliverability.com follow @deliverability
  • 16. for email innovators October 30th, 2013 in Mountain View discount code: geekcamp
  • 17. questions?
  • 18. List-Unsubscribe
  • 19. List-Unsubscribe • Created in 1998, before there was really a spam problem
  • 20. 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
  • 21. 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.
  • 22. XXXX flame wars
  • 23. XXXX flame wars
  • 24. XXXX flame wars
  • 25. XXXX flame wars
  • 26. XXXX flame wars
  • 27. XXX XXXXX XXXXXXXXXXX flame wars
  • 28. flame wars
  • 29. What’s it look like? • List-Unsubscribe: <URL> • List-Unsubscribe: <mailto:dyn-announce-unsub@dyn.com? subject=unsub josh@gmail.com> • List-Unsubscribe: <http://dyn.com/unsub/josh@gmail.com>
  • 30. Gmail
  • 31. Outlook
  • 32. ListMom-Talk
  • 33. ListMom-Talk • I ran the discussion forum for the people who run mailing lists
  • 34. 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
  • 35. Making an official RFC
  • 36. Making an official RFC • I’m no expert
  • 37. Making an official RFC • I’m no expert • My impression is that it’s an incredibly political and bureaucratic process
  • 38. 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
  • 39. 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
  • 40. adoption
  • 41. adoption • We started with mailing lists
  • 42. adoption • We started with mailing lists • Mailing list software was the first software used to send marketing emails
  • 43. adoption • We started with mailing lists • Mailing list software was the first software used to send marketing emails • Marketing software retained it
  • 44. 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
  • 45. timeline
  • 46. timeline • 1997 rfc submitted
  • 47. timeline • 1997 rfc submitted • 1998 rfc approved
  • 48. timeline • 1997 rfc submitted • 1998 rfc approved • 2000 mailing list adoption
  • 49. timeline • 1997 rfc submitted • 1998 rfc approved • 2000 mailing list adoption • 2004 marketing adoption (CAN-SPAM)
  • 50. timeline • 1997 rfc submitted • 1998 rfc approved • 2000 mailing list adoption • 2004 marketing adoption (CAN-SPAM) • 2006 Hotmail adoption
  • 51. timeline • 1997 rfc submitted • 1998 rfc approved • 2000 mailing list adoption • 2004 marketing adoption (CAN-SPAM) • 2006 Hotmail adoption • 2009 Gmail adoption
  • 52. timeline • 1997 rfc submitted • 1998 rfc approved • 2000 mailing list adoption • 2004 marketing adoption (CAN-SPAM) • 2006 Hotmail adoption • 2009 Gmail adoption { 12years
  • 53. what’s different today?
  • 54. what’s different today? • Things tend to be more market driven
  • 55. what’s different today? • Things tend to be more market driven • Start by publishing your own spec as an open source project in Github
  • 56. 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
  • 57. 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.
  • 58. 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.
  • 59. questions?
  • 60. Expiring Email
  • 61. how it works
  • 62. how it works • Senders insert a header in messages indicating the date that they expire
  • 63. 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).
  • 64. 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
  • 65. for mail clients
  • 66. for mail clients • Make your support known so that Senders will take the time to insert the headers
  • 67. 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.
  • 68. questions? • X-Expires • List-Unsubscribe • Return Path • OtherInbox • Deliverability • Inbox Love • Austin, Texas • Coworking • Startup Communities • Capital Factory • Startups • Angel Investors

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