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| In the last few months this topic has been the main talking point in the industry. Much of this talk is scare-mongering from suppliers who naturally have a solution to this problem. Talk of 80% of permission based marketing emails being blocked is completely un-true in our experience. This article gives a complete overview of the deliverability issue and how you can reduce the chances of your email disappearing into the junk mail folder. Types of filters There are three main types of filter. 1.
IP Address filters These blacklists have become less useful to ISP’s as Spammers can simply keep changing their IP address to stay off blacklists. Therefore there has been a shift towards ‘White lists’ of IP addresses. This is where an ISP categorises an IP address as a legitimate sender of permission email. If an IP address is on a white list it may also bypass any content filters. 2.
Content Filters (Server Level) 3.
Content Filters (Email client level) Content
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Here Additional Tips Testing – Don’t rely on content checking software Content checking software will only give you a limited insight into the spammyness of your newsletter. Most are based on Spam Assassin rules that are freely available on the Internet. However major ISP’s such as Hotmail do not use Spam Assassin as Spammers can easily re-design their emails to get delivery. The only way to ensure your emails will get through to the major web-based email providers is to send tests to Hotmail, AOL and Yahoo accounts prior to sending the entire campaign. You can then change the content until the email goes straight into the inbox. It is also worth reminding that web-based providers such as Hotmail alter their Spam filter settings according to the amount of emails that they are processing. Before Christmas many consumer marketers may have noticed a drop off in open rates and click-thru rates if they did not check the campaigns before delivering them. Remove bounces Many ISP’s including AOL score your IP address according to how clean your list is. If you continually send to out-of-date addresses then the ISP may take action and blacklist you. Promote “Add to address book” If your email address is in your recipients address book or safe list then your email will generally not be affected by content filters and be added directly to the inbox. This also means you should standardise on the From name and address you use. White
list your IP address |



