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 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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Dyn Geek Summer Camp: Joshua Baer of Return Path

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