The email ecosystem is at an inflection point.
On one side stands M³AAWG, the global anti-abuse authority, urging a future where unsolicited communication is minimized and deceptive delivery practices are eliminated.
On the other side stand businesses, who rely on cold outreach as a vital growth channel, trying to navigate an inbox environment where what is ethical and what is rewarded are not always the same thing.
This tension has created a philosophical and practical dilemma.
And it’s time to talk about it openly.
The M³AAWG Position: A Cleaner, More Transparent Email Ecosystem
M³AAWG’s recent position on Cold Email is clear:
- Cold email (as unsolicited communication) is essentially spam.
- Masking, disguising, or routing cold email to appear as one-to-one communication violates best practices.
- Tactics like multiple sending domains, domain look-alikes, or behavior designed to bypass filters are considered abusive.
- Consent for one channel (like phone) does not transfer to email.
In short, M³AAWG wants a world where:
- Consent is required.
- Deception is eliminated.
- Domains reflect authentic, transparent purpose.
From a values standpoint, this is completely reasonable. Deceptive email practices have caused enormous harm, and users deserve clarity, security, and protection.
But Here’s the Reality: ISPs Reward the Opposite Behavior
While M³AAWG sets policy ideals, mailbox providers like Gmail and Outlook operate on behavioral economics.
They don’t examine intent.
They don’t read position papers.
They don’t separate “good actors” from “bad actors.”
They only measure:
- complaints per domain
- engagement signals
- volume stability
- reputation of that specific domain
And in this system, something fascinating (and uncomfortable) happens:
Businesses that fan out across 40–50 domains with tiny sending volumes per domain…
get better inbox placement than businesses sending transparently from one domain.
This is reality today.
Use one domain for cold outreach?
One complaint can tank your entire reputation.
Use multiple domains with low volume per domain?
You stay below complaint thresholds and maintain inbox placement.
Mailbox providers are unintentionally incentivizing the very behavior M³AAWG discourages.
And that’s the heart of the dilemma.
The Cold Email Catch-22
If a business follows M³AAWG guidance strictly…
They must send cold email from one domain, transparently, with no domain distribution.
But this almost guarantees poor inbox placement and damaged sender reputation.
If a business follows the behaviors inbox algorithms reward…
They use domain rotation, low per-domain volume, and protective infrastructure.
But this violates the spirit (and sometimes the letter) of M³AAWG’s recommendations.
Businesses end up stuck between:
- Ethical best practice
- Operational best practice
And the two are not aligned.
Why This Matters Now More Than Ever
Cold outreach is not going away.
It remains a lifeline for:
- eCommerce brands
- B2B SaaS startups
- Agencies
- Recruiters
- Founders validating markets
- Businesses in competitive categories
But the path forward is becoming less clear and the rules are tightening.
Yet the inbox “game” continues to reward behavior that doesn’t fit the idealized model.
This forces businesses to choose between:
- Doing what’s allowed (and ethical)
- Doing what works
An impossible choice.
So What’s the Path Forward?
The truth is we need a middle ground.
One where:
- Cold outreach remains possible
- Domain reputation is protected
- User consent and clarity are respected
- Mailbox providers evolve beyond easily-gamed behavioral metrics
- Policy organizations recognize the real incentives modern senders face
And perhaps most importantly:
We need alignment between policy and algorithmic reality.
Until then, businesses will continue living in ambiguity, trying to grow without burning their sending domains, while navigating guidance that makes growth harder, not easier.
The Question We Should All Be Asking
If the system punishes transparency and rewards fragmentation…
How can businesses act ethically and still reach the inbox?
This is the dilemma.
And it’s time for the entire industry to start solving it together.
