Let’s take a closer look at why Message Systems 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 Message Systems 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 Message Systems 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.

How Does the Adaptive Email Network Work Its Magic?

The Adaptive Email Network and Message Systems Adaptive Delivery are unique offerings, and were designed specifically to automate the entire process of complying with ISP rules and remediating bounces and feedback loop responses (FBLs). The Adaptive Email Network collects bounce codes from ISPs worldwide. This data is compiled, processed and made available to Message Systems customers through daily live updates, which in turn automatically update sending configuration parameters within the Momentum platform. The AEN also collects data on unclassified bounce codes from the Message Systems customer base, and the deliverability team manually classifies these bounces and pushes global updates to all AEN members.

The actual process of expanding the AEN rules takes place largely through the analysis of hundreds and sometimes thousands of lines of bounce data. Unfortunately, as noted above, many ISPs don’t provide clear guidelines on whitelisting and sending rules. Some provide none at all, and others provide acceptance policy rules only in the local language. The Message Systems team logged many hours reaching out to ISP postmasters in these international markets to uncover exactly what their policies were. Once that picture became clear, the Message Systems engineering team scripted new capabilities into the Momentum platform in order for our customers to automatically comply with those ISP policies – just as they do with giant ISPs like Google, Microsoft and Yahoo.

… and thus the Adaptive Email Network was Reborn

As of this writing in late 2014, the AEN contains over 2,000 individual rules that collectively classify about 98% of bounces from ISPs around the globe. The system categorizes that data into 20 bounce categories in five different languages: Spanish, German, Portuguese, French and English. This classification process allows customers to make better decisions about future sends. Message Systems Adaptive Delivery technology uses the data collected through the AEN to automatically optimize sending practices for customers. It’s a proactive capability, automatically suspending or ramping up mailings based on real-time feedback. These automated traffic shaping capabilities ensure that customers maintain compliance with ISP policies such as the number of concurrent connections, volume of messages per hour, retry times, etc., which ensures consistently excellent deliverability.

Learn more about Adaptive Delivery and the Adaptive Email Network with following white paper!

The Message Systems Training Division is proud to announce a new training offering to customers: Quarterly 3-Day Momentum Training Courses.

Once a quarter, the Message Systems training staff will conduct a 3-day Momentum training course at one of our offices throughout the world.

The first of these offerings is scheduled for Columbia on April 1-3, 2014.

The topics covered will include the following:

Deliverability Best Practices
Adaptive Delivery® Basic Overview
Momentum for Sending Overview
Getting Started: Installation, Starting Services and Basic Configuration
Momentum: Sending Messages
Hands-on Message Systems Adaptive Delivery
Momentum Configuration Management
DKIM, FBL’s, and Seedlists
Logging with Momentum
Momentum Bounce Handling
Failover: Clustering
Momentum Policy
Web Based User Interface
Lua Introduction, Fundamental API’s, and Policy Scripting

Attendees include professionals from different organizations and industries, each with their own unique sending issues. Gain insight into the challenges and solutions faced by other businesses or network and learn from industry peers. If you’d like to register for the training course, please email training@messagesystems.com.

Can’t wait for training to start? Here’s something to keep your occupied in the meantime. Check out our white paper on adding Momentum to your business, Overcoming the Challenges of High Volume Sending.

We’re continuing to list your favorite email marketing best practices eReads in 2013 this week! And now, for your Top 5, you’ve chosen…

5. The New Communications Standard white paper

Which is better, email marketing or mobile marketing? How about a third option, a new communications standard, that combines the best of both worlds? While a standard response rate for marketing emails might be 6%, a cross-channel campaign that includes mobile messaging sees a dramatic response increase of up to 45%!

4. The State of Mobile Technology Adoption: 2013 white paper

Mobile technology for both hardware and software is experiencing a frenetic pace of change. Originally valued at $500, this Forrester report by Principal Analyst, Julie Ask, is now free for a limited time only. Arm yourself with the necessary knowledge to tackle a mobile-first future and stay ahead of your competitors. Grab it, before it flies off our virtual book shelves!

3. Improving Delivery & Reducing Costs Through Automation white paper

For everything you ever wanted to know about Momentum’s Adaptive Delivery®, this white paper is a must-read. Written by email expert Len Schneyder, find out why Adaptive Delivery, an industry first, is continuing to make the waves with its automated monitoring of bounces, complaints, and adjustments of connection rates and throughput.

2. How To Send Zillions of Email A Day guide

Ah… the question on the mind of every email marketer with a large customer database. Beyond a doubt, email has been proven to generate the best ROI over other marketing tactics like social or search, but how do you make sure a large email send succeeds? Aside from using Adaptive Delivery (shameless plug), find out what you can do to get into ISPs’ good books and optimize your deliverability rates!

1. Email Marketing Best Practices 101 eBook

From email novices to seasoned veterans, everyone can appreciate the value of an eBook that highlights email marketing best practices. Come to think of it, I think it’s time for me to brush up on some of the guidelines now…

And that’s all folks! We hope you’ve enjoyed our Top 10 countdown series of both blog posts and eReads in 2013. Come Jan 2015, we’ll be featuring your Top 10 choices again, so we’re counting on you to keep reading until then!

As any email industry veteran can tell you, deliverability is equal parts art and science. Yes, there are a number of technical processes or settings that need to be in place in order to achieve high inbox success rates, like getting authentication (DKIM, SPF, DMARC) in place, setting up feedback loops (FBL) with the ISPs that provide them, applying to get on whitelists and so on. There are also a number of operational processes or practices – here’s where the “art” comes in – that have a big impact on deliverability. These include managing traffic shaping rules and parameters based on ISP’s acceptance policies, FBL and bounce management.

Because deliverability is such a complex subject (and many people hold strong convictions on what constitutes best practices) we often encounter confusion or uncertainty when we talk to potential customers about our Adaptive Delivery (AD) capability. Really briefly, A.D. is a module within the Momentum platform that automatically optimizes message delivery settings to reduce bounces and blocks while ensuring fastest speeds and highest throughput. It does this by:

Auto-tuning delivery and traffic shaping parameters in real-time to avoid blocks and safeguard reputation.
Proactively slowing, suspending and restarting / ramping-up delivery to avoid problems and optimize sends.
Warming up new IP address to build and maintain a strong sending reputation.
Shaping outbound traffic according to rules issued by ISPs worldwide – and continually updating the system as rules change.

This last point regarding ISP rules and continual updates is something that sets A.D. and Momentum completely apart from other messaging solutions. The way email delivery over the Internet works, each ISP has wide latitude to set their own inbound handling rules, practices and rate limits. For instance, the number of concurrent connections they’ll allow, messages per hour/per domain, and so forth. Many ISPs will have rate limits that vary based on time of day. They’ll also impose different amplitude, frequency and volume limits when you’re sending mail from a new IP address, limits that are completely different from the ones for existing IP addresses.

Some ISPs publish their rules to help guide senders into optimal sending practices. Others don’t publish rule sets at all. Some change their rules frequently, others seldom do. Given there are more than 12,000 ISPs worldwide (about 7,000 in the U.S. alone) and millions of IP domains, it’s impossible for senders to a) keep track of rules worldwide, and b) continually tweak/update their sending infrastructure to reflect constant changes. So that’s where A.D. and the Message Systems Live Rules Update service comes in.

Meet the Message Systems Deliverability Team

A.D. was very much designed to help senders navigate a deliverability landscape that’s in a constant state of flux. A key element within A.D. is its Live Rules Update service. Whenever an ISP issues a rules change, that data is collected and passed along to the Message Systems user base. New system rules are continually refreshed, automatically downloaded and installed to optimize A.D. and the Momentum platform.

When A.D. debuted in 2011, the system included rules for all the world’s major ISPs that account for the vast majority of global email traffic. Yet many senders using the Momentum platform send a significant portion of their messages to receivers in markets such as South America, Australia or remoter parts of Eastern Europe where much traffic is handled by smaller ISPs. For that reason, the Message Systems deliverability team has worked methodically to bring virtually all the world’s major ISPs (and many minor ones as well) into the Live Rule Updates network. That effort has progressed to the point where we’ve reached approximately 90% ISP domain coverage in North America, South America, Europe, APAC and Australia. In the weeks ahead, we’re going to provide a running tally of the ISPs and new geographies we’ve brought online and continue to bring online. Keep an eye on the Message Systems Twitter feed for the latest updates. Or download our brochure on Adaptive Delivery!

In this whitepaper, email expert Len Shneyder introduces Message Systems Adaptive Delivery – The first solution of its kind specifically designed to automate the monitoring of bounces and complaints, and adjust connection rates and throughput accordingly.

By Kim Matz & Kate Nowrouzi

Message Systems’ Adaptive Delivery® solves the ongoing deliverability management issues faced by Email Service Providers (ESP) today.

It’s the only solution that monitors temporary failure codes, hard bounces and spam complaint rates, and automatically manages your traffic flow. Adaptive Delivery slows traffic when a receiving domain returns warning messages or bounce and complaint rates rise. When warning indicators lower, Adaptive Delivery slowly and automatically raises traffic rates. Over time, Adaptive Delivery builds the traffic volume the receiver is willing to accept. Momentum ensures issues with one domain do not impact the rest of the traffic by managing traffic to each receiving domain independently via the most sophisticated and comprehensive queue management and traffic shaping capabilities that are core to our solution.

Here’s an example of an alert generated by Adaptive Delivery:

The alert pertains to:
Domain: ymail.com
Binding: 255.225.255.255
Host: MTA1-marketing
Trigger: 421 4.7.0 [TS01] Messages from 255.225.255.255 temporarily deferred – 255.225.255.255;
See http://postmaster.yahoo.com/errors/421-ts01.html
Action: adjusting throttle down

The system provides SMTP notifications to staff members when conditions are met that warrant human involvement. Not every bounce or deferral requires immediate attention – understanding the difference between normal delays and critical blocks is key to off-loading manual monitoring duties from already overloaded staff… only Adaptive Delivery can do this.

Without Adaptive Delivery, ESPs leave money on the table and their very valuable deliverability team spends time on reactive tasks like:

Updating bounce definitions;
Monitoring hard & soft bounces;
Monitoring Feedback Loops for complaint spikes;
Adjusting throughput, connection rates and throttling to comply with ISP requirements; or,
Creating and executing ramp up/warm up plans to build positive reputation on new IPs.

Only Message Systems’ Adaptive Delivery allows them to focus on strategic projects that drive serious revenue.

Watch the video below to see how some of our clients have benefited from using Adaptive Delivery.

About The Authors:

Kim Matz is VP of enterprise sales, US East at Message Systems. An experienced technology industry executive, Kim heads up Message Systems’ email services provider practice, working with many of the largest ESPs in North America. Kim writes frequently on issues and trends in the ESP space.

Kate is director of Product Policy at Message Systems. A recognized authority on email deliverability and anti-spam practices for the past 14 years, Kate worked for many years on the anti-abuse team at AOL and was also a network engineer at the pioneering ISP UUNet/ Verizon Communications (credit proulx). Kate is a member of M3AAWG and OTA and continues to be an active voice in the worldwide messaging community.

Want to find out more about what Adaptive Delivery can do for your business? Download our free white paper on Improving Delivery & Reducing Costs Through Automation!

One of the important things I’ve learned in my nine years at Message Systems is that many of the people who work for ESPs and MSPs are very savvy technologists. We’ve been lucky to work with many of the smartest email industry veterans out there, and some have even come to work with us here. When I get a chance to chat with these technologists, I often ask them for a reality check: How much time did they spend in their previous companies developing technology that they now know Message Systems already has in place, and deploys with its core platform?

The answer is typically prefaced by the remark, “We thought Message Systems was too expensive and too complicated,” followed by: “Without the programmable policy engine included in the Momentum platform, everything else we did required development, which meant diverting precious resources away from our ESP core competency.” Indeed, without a programmable policy engine, activities like bounce/FBL processing need to be handled by routing messages to another application server, and it’s up to the operator to develop and maintain the processing systems. This typically means the operator has several developers dedicated to these external applications.

The Ongoing Value of Programmable Policy Engine

When it comes to managing deliverability, competing MTAs have, at best 20%, of the solution provided by Momentum’s Adaptive Delivery® modules. Some solutions will stop traffic when certain temp fail messages are received, but have no concept of bounce or FBL rates. Without these capabilities, the operator is missing key indicators of potential trouble. When an elevated FBL complaint rate eventually triggers a block from the receiver, the damage to the sender’s reputation is already done. The operator will spend excessive time and expense resolving the block.

While some solutions stop traffic based on temp fail messages, they do not restart traffic automatically. The operator must do this manually or develop yet another external application to manage traffic. When you are managing traffic for hundreds or even thousands of senders, this kind of work can become a full-time job for one or more administrators. Message Systems, conversely, provides all the required logic developed by deliverability professionals based on the collective experience of our customer base. As such, our solutions free up resources in two areas: 1) cutting down on core application development, and 2) relieving deliverability specialists of many of the manual tasks required to maintain steady operation on commodity email servers. Taken together, these attributes within Momentum enable operations teams and deliverability teams to now focus on areas like message contentment, engagement strategies and sending best practices.

IP Warm-up is also very challenging: other solutions may provide a limit setting for traffic from a new IP. This single limit is enforced on each domain, and the setting must be adjusted manually for each IP address on a regular basis to ramp up volume. It’s up to the ESP to decide whether to develop yet another app to automate the process and then determine the ramp-up strategy.

Many of the technology decision-makers we work with in the ESP space look to pure performance metrics to guide buying decisions when it comes to messaging infrastructure. Yet simple performance tests are barely adequate to really drive understanding of what can be achieved using a messaging application server solution with programmable policy engine. Lower-priced MTA offerings might be able to provide performance approaching that of the most advanced commercial offerings like Momentum, but ongoing development and operational costs are where you’re going to see value from lower costs year over year into the future. And on that basis, a programmable policy engine is very valuable indeed.

About The Author: Kim Matz is VP of enterprise sales, US East at Message Systems. An experienced technology industry executive, Kim heads up Message Systems’ email services provider practice, working with many of the largest ESPs in North America. Kim writes frequently on issues and trends in the ESP space.

Today we’re looking at the daily life of a postmaster. No, not the ones in post offices (snail mail anyone?), but an email postmaster for major brands like Macy’s and the American Cancer Society. What better topic for National Email Week right?

And who better to talk about the topic than Jill Resnick, our Solution Consultant, who formerly worked for these brands! On 12 June, Jill Resnick shared her postmaster insights with a global audience in the Proven Tips for High Volume Sending webinar. Together with Global Solutions Consulting Director, Mike Hillyer, they discussed key concerns around high volume sending, especially during times like Black Friday, where retailers usually ramp up their sending activity.

If you missed the live webinar, here are some of the highlights.

A postmaster’s daily concern includes dealing with graymail, blocks on IP addresses, ensuring high sending scores and that queues are not overloaded.
Other challenges include IP warm up, protecting the brand and maintaining email infrastructure.
It is important to set up PTR records and ensure reverse DNS is recognized.

On Email Authentication

One of the postmaster’s prime concerns is email authentication and ensuring the set up of SPF, DKIM and DMARC practices. These help to indicate that the brand is not responsible for any fraudulent activity.
Emails should be authenticated and verified through double opt-ins.
Start with list acquisition, provide opt-outs on sign-up forms and have double opt-ins.
Self inspect messaging practices and adhere to best practices.

On Feedback Loops

When many people are marking your emails as spam and there is a lot of feedback loop action, you need to evaluate the relevance of your campaign.
The reality is that sending to inactive subscribers is a risk to your reputation.
Unsubscribe users who click that spam button. If they click it repeatedly they don’t want that email.
Feedback loops can be a security tool and enables businesses to find compromised servers and shut them down.

On Internet Service Providers (ISPs)

All ISPs have different policies. It is best to work with them rather than around their rules and set up bounce codes as needed.
Sign up to get inside information on ISP’s whitelisting practices.
Use tools to ensure list hygiene as it really helps your brand when it comes to maintaining good ISP relations.

On IP Addresses

Certain ISPs such as AOL will tell you what is wrong with your IP address, but not all.
There are instances when you might be on a shared IP and that often occurs when you are a company that is sending for different business units or if your volume of sending is not that high.
When using a shared IP space, there is a possibility that the entire space might be blocked if someone is sending to bad lists; place bad addresses on a suppression list
Set some IPs aside for big campaigns that need to reach the entire database. ie. IP warm up
Know where your next IP address and server is coming from. Plan ahead for future campaigns.
It is absolutely possible to be successful without a direct relationship with an ISP as all ISPs provide validation tools for testing.

On Open Source and Cloud Providers

Cloud vendors are definitely good for specific use cases like transactional messaging and triggered messages.
However, if a business is sending in the tens of millions a month, it is a good idea to consider the price carefully, and look into inhouse solutions.

On Message Systems

Message Systems is carrier grade system and we work with a lot of carriers.
Adaptive Delivery® which is integrated into the Momentum platform helps automate traffic shaping and throttling based on ISP responses, which saves postmasters a lot of time which would otherwise be spent manually managing it.

Above all, it is good to remember that quality is better than quantity when it comes to high volume sending!

Watch the full webinar replay for more insights into high volume sending!

Adaptive Delivery® (Over) Simplified

We all know that Momentum can deliver email FAST! But, it turns out that Momentum CAN actually deliver too fast and make big ISPs like Gmail, Hotmail, and Yahoo! sort of cranky.

So, another great feature of Momentum (other than speed) is controlled speed. That is, Momentum can be instructed to deliver email to ISPs in a controlled fashion through Adaptive Delivery (AD).

In order to understand how AD works, we need to have a general understanding of how our customers are able to control HOW Momentum sends messages.

Momentum customers have always been able to manually control how Momentum does the following:

Limit the number of messages sent per hour (or per N seconds)
Limit the number of connections that we’ve established AT ANY ONE TIME
Limit the number of connections that we establish per hour (or per N seconds)
Limit the number of messages we send on ANY ONE CONNECTION

Momentum has so-called “configuration options” that refer directly to these concepts:

Outbound_Throttle_Messages
Max_Outbound_Connections
Outbound_Throttle_Connections
Max_Recipients_Per_Connection

Customers can manually control Momentum’s delivery habits by manually configuring these options in Momentum. It’s important to know that these values can be set with DIFFERENT values depending on:

Which ISP is receiving the message
Which customer (or IP address) is sending the message from Momentum

For example, you might instruct Momentum to limit its interaction with Gmail:

For the domain Gmail.com, never simultaneously open more than 30 connections. In Momentum this might look something like this:

Domain “gmail.com” {

Max_Outbound_Connections = 30

}

All four configuration options listed above may be manually configured, one at a time, for each ISP, and for each of your sending customers. Here’s the problem with statically setting those: It could be that an ISP “gets upset” with one of your marketing campaigns … perhaps you put some content in the message that was considered “spammy” or you targeted the wrong list and a lot of the recipients tagged the message as “unwanted” or “spam”. All of sudden, the ISP may not want so much mail from you. It’s a real hassle to have to commit the human resources to monitor this all day long, 24/7/365!

Adaptive Comes to the Rescue

With Momentum’s Adaptive Delivery we introduce something pretty cool for the customer: The ability to “send more mail” or “send less mail” throughout the day AUTOMATICALLY based upon the feedback from the ISP. Let’s talk more about that. What do we mean by that?

Mail Exchange (MX) servers are machines that “talk” SMTP (which stands for “Send Mail To People” … or was that “Simple Mail Transfer Protocol”?). When Momentum attempts delivery of a message to a specific ISP, the MX servers let us know the outcome of the attempt through so-called Delivery Status Notifications (DSNs). They roughly come in 3 forms: (These examples are REAL responses from a Gmail MX server):

I’ll take the message! … but Gmail says:

250 2.0.0 OK 1363971536 os3si3214339vcb.23 – gsmtp)

I won’t take it now, but I might take it later … but Gmail says

452-4.2.2 The email account that you tried to reach is over quota. Please direct\r\n452-4.2.2 the recipient to\r\n452 4.2.2 http://support.google.com/mail/bin/answer.py?answer=6558 a1si964185vef.2 – gsmtp
421-4.7.0 [208.250.48.91 10] Our system has detected an unusual rate of\r\n421- 4.7.0 unsolicited mail originating from your IP address. To protect our\r\n421-4.7.0 users from spam, mail sent from your IP address has been temporarily\r\n421-4.7.0 blocked. Please visit http://www.google.com/mail/help/bulk_mail.html\r\n421 4.7.0 to review our Bulk Email Senders Guidelines. s20si1843829vcp.41 – gsmtp

I’m not taking your message (now or ever) – Goodbye! … but Gmail says:

o 550-5.1.1 The email account that you tried to reach does not exist. Please try\r\n550-5.1.1 double-checking the recipient’s email address for typos or\r\n550-5.1.1 unnecessary spaces. Learn more at\r\n550 5.1.1 http://support.google.com/mail/bin/answer.py?answer=6596 p8si1427513vdw.10 – gsmtp
550 5.2.1 The email account that you tried to reach is disabled. p19si3057754vcw.43 – gsmtp

How Does Adaptive Work? – A Specific Example

Momentum’s Adaptive Delivery removes a lot of the need for human intervention by adjusting certain traffic shaping options automatically, in real time, while mail is being delivered!

The way that Adaptive does this is through a set of “traffic shaping modification rules” that guides its behavior. Here’s one example of an Adaptive Rule:

[“gmail.com”] = {

responses = {

{

code = “Our system has detected an unusual rate of.*unsolicited mail originating from your IP address”,

trigger = “1”,

action = {“suspend”, “2 hours”},

message = “IP blocked temporarily due to high complaint rate”,

phase = “connect”,

}

Now, let’s show what would happen if a Gmail MX server responded to one of our attempts to deliver a given email with the following error message:

421-4.7.0 [208.250.48.91 10] Our system has detected an unusual rate of\r\n421-4.7.0 unsolicited mail originating from your IP address. To protect our\r\n421-4.7.0 users from spam, mail sent from your IP address has been temporarily\r\n421-4.7.0 blocked. Please visit http://www.google.com/mail/help/bulk_mail.html\r\n421 4.7.0 to review our Bulk Email Senders Guidelines. s20si1843829vcp.41 – gsmtp

So What Exactly Happens?

Momentum tries to deliver the message
Gmail responds with the “421” error message above
Adaptive delivery looks at the response from Gmail and consults its “rules file” to see if there’s a match and finds one.

How? The string in the “code” above has a so-called “wildcard match” within it. We will get a match as long as the response from Gmail has these 2 components in it:

” Our system has detected an unusual rate of” AND “unsolicited mail originating from your IP address”
Adaptive delivery tells Momentum: Don’t send any more email to Gmail (from a specific sending IP address) for 2 hours.

After 2 hours, Momentum will resume delivery to Gmail, as normal!

What Other Things Can Adaptive Do?

The example above showed how Momentum would stop sending messages to Gmail under a specific circumstance … when Gmail thinks that there is too much unsolicited mail coming from the sender.

However, adaptive can do much more including (but not limited to): reducing connections, reducing the number of messages sent on connections, and warming up IP addresses. I’ll give more information, at a more technical level in my next “Tips and Tricks” article: “Adaptive Delivery (Less Over) Simplified”. Stay tuned!

TC Transcontinental is one of Canada’s largest players in publishing and media, managing newspapers, magazines and multiple digital properties. Email marketing is core to the company’s business model, so deliverability management is an important priority for the company. Here is TC Transcontinental’s Matt Vernhout, director of delivery & ISP relations, discussing how an intelligent email solution from Message Systems – including Adaptive Delivery® – has improved messaging program performance, boosted sending speeds and solved deliverability problems. Matt’s a blogger too, so be sure to check him out at Email Karma.