APRF: A New Standard for Deliverability Feedback

There's a very exciting new proposed email specification making its way through the IETF, called APRF (Aggregate Performance Reporting). The individual draft specification comes from Alex Brotman of Comcast, Tom Corbett of Iterable, and Emil Gustafsson of Google. And Comcast is already live with a beta version of this feedback. If you want to read the full spec doc, you can find it here. But read on if you want a quick breakdown of why this is hella useful, how it works and why I'm already a big fan.What is APRF?Think of APRF as a simple, aggregated feedback mechanism that tells email senders how their mail is actually performing at a given mailbox provider (MBP). Much like you do with DMARC, a sender publishes a simple TXT record for their domain. In that record, you specify a reporting address (rua). If a mailbox provider supports APRF and has feedback to share, they will send you periodic (daily) aggregated reports detailing where your mail landed and how users interacted with…