Who is who in email

Des Cahill has an article on deliverability that doesn't repeat the best practice advice that litters the web (and is still largely ignored by most senders of email.)

Instead, it's a nice overview of the main players in the email game, reviewing the roles played by ISPs, standards groups, consumers, senders, anti-spam groups and reputation/delivery services.

Two key statements hidden in there:

1. The good news is that inboxes now generally have less spam in them. The bad news is that spam levels are at an all-time high

The anti-spam vendors never cease to peddle the spam is growing line. Sent spam may be growing, but not necessarily delivered spam.

2. Unfortunately, there are still many, many legitimate businesses that don't understand that in today's world, sending volume email is a privilege, not a right

Most writers in this field (me included) fall into the trap of writing for the minority of clued up and corporate marketers. Des reminds us that the vast majority of marketers and businesses do not understand the nuances and needs of email marketing.

More on deliverability | Tags: email marketing, email deliverability

Permalink | July 26, 2007 | 1 comment(s)
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1 Comments:

So true- it does seem like the same 20 folks who know what they're doing, and countless small and large companies sending out promotional bulk sends with little real returns.
By anna, on 29 July, 2007

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