Don't panic at deliverability headlines
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Vendor ReturnPath has been busy evaluating the reputation of IP addresses sending out email and come to some depressing conclusions.
Their reputation data (see their site for details) suggests that emails from less than 1% of those IP addresses monitored were likely to be delivered and almost 97% of IP addresses were likely to lead to blocked email (the rest falling somewhere inbetween).
That latter statistic makes the headline, but it's not time to panic. As this interview with Return Path's George Bilbrey shows, most commercial marketers are actually in or close to that top 1%.
So when they say 97% of (surveyed) IP addresses are worthy of blocking, they do not mean 97% of the IP addresses a reputable business would typically use are worthy of blocking.
In other words, those "bad" IP addresses generally belong to spammers, compromised PCs and others throwing email marketing caution to the wind.
Nevertheless, his comments do suggest that it's a fine line to walk when it comes to your sender reputation. And we know that the trend in the industry is definitely toward using reputation/certification (rather than email content) to determine whether an email should be delivered or not.
You'll find more information in the above article.
Their reputation data (see their site for details) suggests that emails from less than 1% of those IP addresses monitored were likely to be delivered and almost 97% of IP addresses were likely to lead to blocked email (the rest falling somewhere inbetween).
That latter statistic makes the headline, but it's not time to panic. As this interview with Return Path's George Bilbrey shows, most commercial marketers are actually in or close to that top 1%.
So when they say 97% of (surveyed) IP addresses are worthy of blocking, they do not mean 97% of the IP addresses a reputable business would typically use are worthy of blocking.
In other words, those "bad" IP addresses generally belong to spammers, compromised PCs and others throwing email marketing caution to the wind.
Nevertheless, his comments do suggest that it's a fine line to walk when it comes to your sender reputation. And we know that the trend in the industry is definitely toward using reputation/certification (rather than email content) to determine whether an email should be delivered or not.
You'll find more information in the above article.
[This post brought to you by Campaigner Email Marketing]
Permalink | July 26, 2006 | 0 comment(s) - add yours!
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Permalink | July 26, 2006 | 0 comment(s) - add yours!
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