The new rules of the deliverability road

Loren McDonald's recent MediaPost article picks up on various official statements from big ISPs on exactly what they consider acceptable email marketing.

Loren covers such aspects as permission practices, authentication, list hygiene and buying bulk email lists.

The wider point is that the email marketing best practices that experts like Loren talk about are no longer optional or desirable, but increasingly part and parcel of ensuring delivery to the dominant email address providers.

This message is reinforced by the unofficial statements made by the same ISPs, where they suggest they're not interested in blocking delivery of spam in the formal or legal sense of the word. They're interested in blocking delivery of unwanted email.

For a recent summary of deliverability best practices, try this new multi-page article from Megan Ouellet of Listrak.

More on deliverability | Tags: email marketing, email deliverability, gmail, yahoo mail, aol mail, hotmail

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