Significant portions of marketers’ lists, especially business-to-consumer (B2C) lists, contain Hotmail and Yahoo addresses. Two of the largest Web mail providers, Hotmail and Yahoo, now respectively reach over 22 and 14 percent of the online audience (Nielsen//NetRatings, June 2002). For legitimate email marketers who follow permission-based practices, triggering a false positive that lands a campaign into a bulk folder can be fatal. Open rates shrink drastically if your messages are redirected to a bulk-mail folder. Redirect flagged messages to bulk folders that are either rarely looked at or automatically emptied without reviewįor the purposes of this column, let’s take a closer look at the last point.Tag flagged messages with a color or score, allowing users to more easily handle messages manually.Instantly delete or block messages flagged as spam.Filters operate in different manners and may:
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The blocking and filtering of this unwanted email saps considerable resources and time from both email gatekeepers and individual recipients.Įmail filters at ISPs, free Web mail providers such as Hotmail and Yahoo, and even large corporate data centers sift interpersonal and solicited commercial email from the unwanted V^agra spam, fraudulent offers, and unsolicited marketing messages seen so often in inboxes. Why has proper delivery of email become such an important issue for marketers? The massive volume of email flowing back and forth across the Internet has made filters a necessity for the major email gatekeepers.
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