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Whenever we meet marketers at deliverability roundtables or best-practices workshops, we know somebody will either accuse ISPs of warning users to hit the "Report Spam" button instead of unsubscribing from unwanted e-mail or demand a way to refute a user's spam complaint sent via an ISP's feedback loop.
Neither tactic helps the marketer solve the real problem: ISPs want to reduce the barrage of unwanted e-mail sent to their users, permission-based or not. Spam complaints are the number-one factor that harms deliverability with major ISPs. That's more than e-mail content and coding (28 percent of the marketers in our recent deliverability survey) or opt-in practices (25 percent thought that was the greatest factor).
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