One of the downsides of having to prevent spam is that lots of legitimate e-mail gets blocked because it appears to be spam-like.
Because of the volumes that publishers of opt-in newsletters, marketing content and other legitimate information send, these
organizations tend to be some of the biggest victims of spam-filtering systems.
 Related linksFor webinars or research on messaging, or to join the Osterman Research market research survey panel, go here. Osterman Research helps organizations understand the markets for messaging and directory related offerings. To e-mail Michael,
click here.
One of the many approaches to improving the deliverability of good e-mail is SuretyMail, an accreditation service that provides
information about senders' mailing practices. When an organization signs up for SuretyMail, it allows the service to provide
real-time information on these practices prior to delivery. An ISP can, therefore, check on a sender's reputation each time
it receives e-mail from that sender, providing it with a high level of confidence about the legitimacy of the e-mail it is
about to process. SuretyMail pricing starts at $150 per month for bulk corporate mailers.
Last week, SuretyMail announced its partnership with Delivery Monitor, allowing e-mail senders to perform real-time tracking
of how their e-mail is delivered - whether it reaches its intended target or is quarantined as spam. The combined services
of both companies promise to help organizations of all sizes to improve their e-mail deliverability rates and to make e-mail
a more effective marketing vehicle than it is today.
There are a growing number of organizations that offer services designed to improve e-mail delivery rates. This will be an
increasingly critical part of organizational marketing efforts moving forward for the same reasons that spamming continues
to be such a popular activity - the more e-mails that you can deliver in a marketing campaign, the greater the likelihood
that your efforts will be successful.
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