The report is significant as:
a) it measures deliverability across a broad cross-section of mailers, not just a single ESP's clients, and
b) it is a true measure of deliverability - what actually reached to the recipient inbox
Key things to know:- The "false positive" problem (non-spam ending up in the junk mailbox) is getting worse, not better. Here's the trend:
- Full year 2004: 22%
- Second half 2003: 18.7%
- First half 2003: 17%
- Second half 2002: 15%
Mailers who work on the problem can have a huge impact on their deliverability.
The guidelines to keep email deliverability high include:
- Keep email lists clean and up-to-date
- Closely monitor how email addresses are acquired
- Make sure all emails sent are expected and relevant to customers
- Monitor complaint feedback across ISPs and abuse queues
- Honor all unsubscribe requests promptly
- Use the proper bounce algorithms
- Implement the new authentication protocols
- Monitor delivery across ISPs and spam filtering applications
Category :emails.
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