Correcting deliverability misunderstandings

Latest posts | Feed | By Mark Brownlow on August 28, 2007

While I was away, two vendors (Blue Sky Factory and SubscriberMail) released lists of words that might get your email blocked if they appear in your subject lines.

The lists attracted a lot of interest. But the coverage (no fault of the list originators) carries the danger of overemphasizing the importance of text content in determining whether email gets delivered or not.

Fact is, we like lists and we're desperate for simple answers in the sometimes complicated world of email marketing. So no surprise if some people jump to the conclusion that a changed word or two will mean super delivery rates.

(Especially when many of us carry the collective memory of a time when anti-spam mechanisms really were little more than content filters.)

In recent months, however, it's become clear that the reality is different. Spammy words or phrases are just one element on the checklists that gatekeepers use to define your email as spam (for deletion), spam (for delivery to the junk folder) or legitimate (for delivery to the inbox).

Here it's worth reading Melinda Krueger's article from today's MediaPost and the relevant post at the Email Experience Council blog.

Both get industry heavyweights to explain exactly how important the words you put in your emails are when it comes to clearing the deliverability hurdle.

More on email deliverability | Tags: email marketing, subject lines, deliverability, spam, spam filters

[This post brought to you by Campaigner Email Marketing]
Permalink | Add to del.icio.us | 0 comment(s) - add yours!
Get posts like this: as an RSS feed | as a biweekly newsletter

Sign-up for the Email Marketing Reports NEWSLETTER
Twice a month, free, packed with email marketing advice and all the posts from this blog.

0 Comments: