Sunday, October 15, 2006

It's Who You Know

And who you are, when it comes to email deliverability.

A recent study by email marketing firm ReturnPath found that in 83% of cases, it was the reputation of the sender - not content of an email message - that led to the message being blocked by spam filters.

You still need to look at the content of your messages to see if phrases like "Free!" and "Click here!" might leave your latest email campaign stuck in a spam filter somewhere. But an even bigger issue is how it's being sent. Is your domain considered "reputable?" If you're using a third-party service to send your messages, what's their reputation?

You can download the complete study from the ReturnPath web site.

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