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Email delivery and reputation

Posted by Michael Bloch in web marketing (Saturday October 14, 2006 )

Some of the other components of email reputation:

– Send volume
– Filtering rates
– Number of “unknown user” sends
– Security policies of the the sender
– Identity stability; i.e does the domain change hands often
– Unsubscribe functionality

You can read more about the Return Path Email Reputation study here. (PDF)

Learn more about email marketing delivery issues

Looking for email marketing solutions? Read our reviews.

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While we constantly rewrite email marketing blurbs to try and get around filters set to “shoot to kill”, it may be that many of our email delivery woes are more to do with reputation than content.

A recent study by an email performance management company based on the monitoring of over 500 email campaigns states that 77% percent of email marketing delivery problems had their roots in the sender’s email reputation with content being directly attributable to non-delivery in only 23% of cases.

Even where content was the culprit; reputation still played a role; i.e. the domain names being linked to in the marketing spiel.

Some of the Reputation vs Content Filtering by ISP statistics in the report were very interesting; for example

CompuServe: 100%/0%
AOL: 100%/0%
Gmail: 100%/0%
Hotmail: 40%/60%
Yahoo: 80%/20%

The study states that where there was a distinct bias on filtering by reputation rather than conent, nearly 90% of those ISP’s used BrightMail filtering. Some of the “reputation” components of BrightMail scoring are based on spam trap activity and complaints in relation to content.

What’s a spam trap? It’s an email address that is made active purely for the purpose of attracting spam; much like a “honeypot” used by security folk to attract hackers.

The spam trap isn’t usually used for sending email or advertised/published anywhere; it just sits there waiting for spam. I say “usually” because rumor has it that some services, including HotMail, utilize abandoned/decommissioned HotMail addresses after a period of time as spam traps – so it’s very wise to ensure your lists are clean and bounce-free as much as possible.

Some of the other components of email reputation:

– Send volume
– Filtering rates
– Number of “unknown user” sends
– Security policies of the the sender
– Identity stability; i.e does the domain change hands often
– Unsubscribe functionality

You can read more about the Return Path Email Reputation study here. (PDF)

Learn more about email marketing delivery issues

Looking for email marketing solutions? Read our reviews.



 

 
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