Get relevant or die
Latest posts | Feed | By Mark Brownlow on October 03, 2007
Back in July we learnt that ISPs and webmail services now make little distinction between spam and unwanted email.In other words, you can end up with delivery problems simply because people lost interest in your email content, not because you were spamming in the formal sense of the word.
"Relax," I heard a few folk say, "That may be what they imply, but how are they going to measure whether an email is unwanted?"
The obvious way is by monitoring spam complaints from their users. Which brought the idea that there are two types of sender reputation...
1. Your general reputation as a sender of legitimate opt-in email.
2. And your reputation with each recipient of that email, which determines whether they decide to report you as spam or not.
That may still not be enough incentive to make sure your emails are targeted and relevant.
Well, here's a new revelation. How about deliverability taking a hit without people reporting you as a spammer?
Check out this post from Laura at Word to the Wise. She cites conversations with an ISP who is using various measurements to determine the worthiness of your emails for delivery. For example...
"Mail that was put into the bulk folder was not
being marked as not-spam in any significant number.
This led the ISP to judge that the email was not
wanted and could be safely filtered into the
bulk folder"
being marked as not-spam in any significant number.
This led the ISP to judge that the email was not
wanted and could be safely filtered into the
bulk folder"
Fascinating reading and another reminder that poor quality email programs don't just risk poor results, but active penalties. Unlike, for example, an irrelevant magazine ad, which won't see you banned from appearing in the magazine again...
More on deliverability | Tags: email marketing, email deliverability, relevancy
[This post brought to you by Campaigner Email Marketing]
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