Recent studies predict that the average email user will receive
nearly 1,600 unsolicited emails in 2006. In an effort to protect
themselves, many Internet Service Providers (ISPs) and tech
departments have added filtering mechanisms to block unsolicited
email (popularly known as 'spam'). The problem is that in addition
to blocking spam, filters may also block permission-based emails
if the content, formatting, or subscriber list resemble unsolicited
mail.
In order to maximize the deliverability of emails, careful content
analysis and list scrutiny is a good place to start. ICAM CONNECT
provides several complementary features to help. With ICAM CONNECT's
system: |
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The content of each email is automatically 'scanned'
to identify words, phrases, and patterns that are likely
to trigger filters. Solutions are also provided. |
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Mail lists are automatically reviewed to ensure that
all email addresses are valid. |
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Misformatted or incomplete email addresses are identified
and corrected behind the scenes |
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There are also things that you can do on your end to ensure
deliverability. Your subject line should not include all capital
letters, multiple dollar signs or exclamation points, or contain
spam phrases such as 'Win Today', 'Free Offer', or 'Apply Now',
etc. Any one of these phrases alone is not likely to trip a
filter. However, since most popular filters such as SpamAssassin
(www.spamassassin.org), use point scoring system, these phrases
will all add to your spam score.
Second, you should focus on the body of the email to ensure
that highly promotional words are used very sparsely. It is
also important for the email to contain a greeting, such as
'Dear Susan.' Since most spam lists contain nothing but email
addresses, using a personalized greeting in your email helps
reduce your spam score and increases the likelihood that the
email will make it to its intended recipients.
Volume filtering and block listing are of equal importance,
but more difficult to control without professional help. Many
ISPs use volume based filters to detect bulk mailing operations
that send spam. Since most spammers attempt to send thousands
of emails through each ISP, volume filters attempt to detect
incoming spam by monitoring the number of simultaneous connections
a mailer is attempting to make. If too many connections are
made at the same time, or too many bad or phony addresses are
included in the list, the ISP will block this email as spam,
and send it to the 'bulk' folder or delete it entirely.
How can you avoid volume filtering?
By selecting an email service or software that provides the
ability to monitor and adjust volumes by ISP to ensure their
email is being delivered.
Selecting a reputable service provider is also important in
order to avoid being falsely placed on an anti-spam block list.
A block list, also known as a black list, is a list of companies,
along with their corresponding IP addresses, that are suspected
of spamming. These lists are used by many ISPs to filter email.
For example, when an ISP receives an email they check the IP
address of the sender against one or more block lists. If the
sender is on a block list, the email is filtered and is not
delivered to the addressee.
If your mail server or service provider is on a block list,
as much as 30% of your email could go undelivered. Maintaining
sound permission practices and relationships with ISPs is a
crucial part of block list prevention. By choosing the appropriate
email service provider, who has relationships in place with
major ISPs, your emails will avoid block listing and will make
it to your intended audience. |
