Monday, 18 June 2007

Getting The Message Across

Lyris's latest ISP Deliverability Report Card indicates a surprisingly high average of 13% of permission based emails that are not making it through the spam filters of the key ISPs in the US. Two key factors emerged as influencers:

  • Keep images to a minimum - too many can increase the spam score by as much as one point and when the generally accepted threshold for spam is 3 - that is significant

  • Be explicit in the sent from address - avoid numbers or symbols.

During the first quarter of 2007, the Lyris EmailAdvisor service monitored the full delivery trajectories of 440,694 production level, permission-based email marketing messages sent from 69 different businesses and non-profit organizations to multiple accounts at 54 ISP domains in the United States, Canada, Europe, and Australia. of the major US based ISPs , Gmail rejected an average of 27.75% and Yahoo 18.22.

More here...


Trevor Attridge said...

Recent reports from the IDC highlights ( unsurprisingly ) that Spam is on the increase – pointing to more Spam is now being sent than personal emails while open to debate as this does not take into consideration internal email , it will not be long before this will be a fact.

As this trend continues the line between legitimate messages and Spam will become even more blurred – spammers continue to mimic best practice and work around the filters and technology which is trying to protect us. Combine this along with sheer volume of traffic the result, even more mail being delivered to the ‘ junk folder ‘.

Permission and how this is defined and managed will need to advance.

Relationships which are presently a manual task to define ( click this button to allow this sender ) will need to become automated if email is to stand a chance in this war

In the future web and mail providers such as Google may have the answer.

Your surfing and email habits could be combined to at the very least give these spam filters some context help decide on inbox or junk for these messages.

Where permission has been given these spam filters need to be smarter at making these connections between these messages and our inboxes , they cannot continue to work on reviewing the email for what it classes as suitability – some form of dialogue between the technologies needs to take place

Long term email stills represents a medium which is still growing in use and also capabilities, with the advert of video being embedded within these messages how then will these spam filters detect the content is both relevant and non offensive ?

Personal communications is moving more and more to real-time ‘ Closed ‘services such as MSN and Twitter the already allow you to send messages while your friends are offline – a service which fulfills mail’s primary function today – mail now needs to get smarter.

Trevor Attridge said...

"A common spamming technique of sending unwanted e-mail pitches as image attachments rather than text is on the decline, as spammers continue adapting their methods for sneaking past e-mail filters.

This week, security company McAfee Inc. revised its top 10 predictions for the year to account for the reversal.

Another company, IronPort Systems Inc., said image spam now accounts for about 20 percent of all spam, down from 33 percent two months ago."

amandasan said...

Also some companies make it really hard to unsubscribe! There are emails I get over and over (and mark as spam over and over) because they make me remember a username and password to unsubscribe. Not cool.

Trevor Attridge said...

The DMA has just updated it's best practise guidelines for email marketing.