Let’s take a closer look at why we originally created the Adaptive Email Network, how it works, and why we’ve kept expanding its reach around the world. For email senders, the relationship with ISPs can seem adversarial. Their acceptance policies aren’t always clear, and the rules they impose can change dynamically. While some ISPs publish their rules to help guide senders into optimal sending practices, many others don’t publish rule sets at all. Some change their rules frequently, others seldom do. Given there are thousands of ISPs around the globe, it’s impossible for senders to a) keep track of rules worldwide, and b) continually tweak/update their sending infrastructure to reflect constant changes.
Turning Back the Clock: Adaptive Email Network Origin Story
In 2011, the Adaptive Email Network had collected rules data from all the world’s major ISPs that account for the vast majority of global email traffic. However, many senders using the Momentum platform send a significant portion of their messages to receivers in markets such as South America, Australia, China or remote parts of Eastern Europe where much traffic is handled by smaller ISPs. As these customers expanded into new markets such as Brazil and India, and sent growing volumes of email to smaller ISPs, they weren’t seeing the consistently high deliverability rates they’d enjoyed in North America and Western Europe.
Our solution was to expand the reach of the Adaptive Email Network to include rules for as many ISPs as possible. That effort started off in 2013 and progressed into 2014 to the point where AEN has now reached approximately 98% ISP domain coverage in North America, South America, Europe, China and Australia.