We Are All Not Doomed

The doom merchants were wrong

The doom merchants were wrong. Email marketing has not been destroyed by the onslaught of spam. The figures for deliverability of emails has been consistent over recent years despite the percentage of spam steadily increasing. Although estimates vary, most suggest it is over 90%.

Both spammers and those using permission-based email marketing need to understand why emails are rejected. It is a case of, respectively, know your enemy or friend. There are four main obstructions:

The recipient,

Content filters,

Domain blocking,

Sender authentication.

For all the hype attached to spam filters, the most sophisticated of these obstructions has to be the recipient. It should be the first concern of those engaged in email marketing.

Over the years anyone with an inbox has had their skills honed as regards to what they will and will not open. It can be reduced to the questions: Who are you and what do you want?

This has been made easier, or more difficult from the spammers view, by the introduction of preview panes. Whilst this judgement will take just a few seconds there are simple strategies that are not ways around the problem but methods to allow the recipient to make quick decisions. You need to make it apparent who you are and what you are offering.

Content or spam filters should not be seen as the enemy. Indeed, had it not been for their increased subtlety and accuracy email marketing as it is today would be much more difficult. Inboxes would have been overwhelmed and our hard won email lists would have been reduced to junk.

When considering spam filters you should think of your procedures accessing the systems rather than being limited by them. You want it obvious that you are sending permission-based email marketing. All you need to discover is the ways of doing so.

You must accept that it is in the interests of those who produce spam filters to ensure that your emails are delivered to the inbox and the recipient given a change to decide for themselves whether it is worth the effort to read them. In many way the better they become at their task the more likely it is that marketing emails will get through.

Domain blocking, where ISPs or firewalls block domains and IP addresses is a worry. You do not want to be subject of a blacklist although it has happened to many legitimately involved in email marketing. There are a number of reasons your domain might fall into the banned classification, the main one being sending a huge number of emails per hour. The trigger figure might seem astonishingly high but not if your system is highjacked by spammers.

A sender authorisation system is another list, this time of permitted or legitimate addresses. There are a number of ways this can be set up but each has strengths and weaknesses.

To be of use an email must be delivered to an inbox and the recipient must open in. Successful email marketing depends on it.

by: Oliver Penn

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