Are asynchronous bounces back in email marketing and where will the DKIM2 discussion take place?

Key findings

• Asynchronous Bounces: While some mail servers have always sent them, there's a perceived increase in asynchronous bounces. These are bounce notifications that arrive significantly later than the initial send attempt.
• ESP Infrastructure: From an email service provider's perspective, the handling of these delayed bounces presents similar infrastructure considerations as their predecessors, though they are expected to be more robustly authenticated now.
• Forwarded Mailboxes: A common scenario for asynchronous bounces involves recipients who forward their mailboxes, leading to out-of-band (OOB) bounce messages.
• DKIM2 Discussion: The formal discussion for DKIM2 (the next version of DKIM) is primarily occurring on the existing IETF DKIM mailing list. This indicates a structured and technical approach to its development, building upon the foundations of current email authentication protocols.

Key considerations

• Bounce Management: Effective bounce handling remains critical. Senders need robust systems to process both synchronous and asynchronous bounces to maintain clean lists and good sender reputation.
• Authentication Integrity: The focus on more authenticated bounce feedback suggests an industry-wide push for greater trust and verifiability in email communication.
• Future of DKIM: While DKIM2 development is primarily a technical discussion, its outcome will impact how all email is signed and authenticated, potentially leading to stronger security and deliverability benefits for marketers.
• Stay Informed: Monitoring the DKIM mailing list or authoritative sources is key for those involved in email infrastructure and compliance to stay ahead of upcoming changes.

Key opinions

• Perceived Return: Many marketers are noting a resurgence of asynchronous bounces, affecting their ability to promptly manage subscriber lists and campaign performance.
• Infrastructure Impact: From an ESP infrastructure standpoint, these bounces are similar to past instances, requiring robust handling. The hope is they are now more authenticated.
• Existing Occurrence: Some marketers observe that certain mail providers, like Comcast, have consistently provided asynchronous bounces, particularly for forwarded mailboxes.
• DKIM2 Relevance: While the DKIM2 discussion is highly technical, marketers recognize its long-term impact on email deliverability and the need for stronger email authentication standards.

Key considerations

• List Hygiene: Marketers must account for delayed bounce feedback in their list cleaning processes to avoid continued sending to invalid addresses and risking sender reputation.
• Impact on Metrics: Delayed bounces can skew real-time campaign performance metrics, necessitating adjustments in how success is measured over time.
• Proactive Monitoring: Understanding why email bounces happen and anticipating asynchronous bounces helps marketers proactively adjust their sending practices.
• Adaptation to Standards: Staying informed about authentication updates like DKIM2 is crucial to ensure future campaigns comply with evolving standards and achieve optimal inbox placement.

Key opinions

• Not Identical: Experts clarify that while asynchronous bounces are back, they are not precisely the same as their historical counterparts. There are subtle, yet important, differences in their nature or handling.
• Increased Authentication: A key improvement is that these bounces are expected to be more authenticated, implying better reliability and trust in the bounce data received.
• DKIM2 Discussion Forum: The primary public venue for DKIM2 discussions will be the existing DKIM mailing list (ietf-dkim@ietf.org), ensuring continuity and access for interested parties.
• Private vs. Public: There exists a private discussion list for DKIM2, with public discussion expected to commence on the IETF list shortly. This staggered approach allows for preliminary work before broader community input.
• Reliability of Asynchronous Bounces: The expectation is that the re-emergence of asynchronous bounces will lead to more reliable feedback mechanisms for senders, improving overall bounce management.

Key considerations

• Mailbox Forwards: The prevalence of asynchronous bounces from forwarded mailboxes underscores the need for senders to understand complex email routing scenarios and how they impact bounce signal timing.
• Standardization Process: The chosen forum for DKIM2 discussion (IETF mailing list) indicates a commitment to an open, peer-reviewed standardization process crucial for widespread adoption.
• Industry Participation: Active participation from deliverability professionals and ESPs in the DKIM2 discussions is vital to ensure the new protocol addresses real-world challenges.
• Evolution of Authentication: DKIM2 is an opportunity to enhance email security and combat abuse, reinforcing the importance of robust authentication like DMARC, SPF, and DKIM.

Key findings

• RFCs on Bounces: Existing RFCs (Request for Comments) detail various types of email bounces, including the mechanisms for both synchronous and asynchronous notifications, although the latter can be less standardized in their timing.
• DKIM Standard: The original DKIM (DomainKeys Identified Mail) specification (RFC 6376) establishes the framework for email authentication using cryptographic signatures, which DKIM2 aims to evolve.
• IETF Working Groups: Discussions on new email protocols and updates, such as DKIM2, are typically managed by Internet Engineering Task Force (IETF) working groups, with debates taking place on designated mailing lists.
• Authentication Evolution: The move to DKIM2 signals a continuous effort to enhance email security and combat increasingly sophisticated phishing and spam techniques.

Key considerations

• Implementation Complexity: New authentication standards like DKIM2 will require careful implementation by ESPs and domain owners to ensure proper signing and verification.
• Interoperability: Any new protocol must ensure seamless interoperability with existing email systems and authentication methods, avoiding disruptions to mail flow.
• Impact on Deliverability: Proper adherence to evolving authentication standards is critical for maintaining email deliverability and inbox placement.
• Community Input: The open nature of IETF discussions means that technical experts from across the email ecosystem can contribute, ensuring the new standard is robust and widely applicable.