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Study Indicates 19% Email Failure Rate Due To Aggressive Spam Filters

As spam-fighting tools become increasingly aggressive, e-mail recipients risk losing newsletters and promotions they've requested. A new study attempts to quantify missed bulk mailings. Return Path, a company that monitors e-mail performance for online marketers, found that nearly 19 percent of e-mail sent by its customers never reached the inboxes of intended recipients. The figure, for the last half of 2003, is up 3.7 percentage points from the same period in 2002. . . .. As spam-fighting tools become increasingly aggressive, e-mail recipients risk losing newsletters and promotions they've requested. A new study attempts to quantify missed bulk mailings. Return Path, a company that monitors e-mail performance for online marketers, found that nearly 19 percent of e-mail sent by its customers never reached the inboxes of intended recipients. The figure, for the last half of 2003, is up 3.7 percentage points from the same period in 2002. In some cases, the messages weren't delivered at all; in other cases, messages wound up in spam folders that are rarely checked. Though technical glitches can also cause mail to disappear, Return Path blames most of the deletions on spam filters. Major e-mail service providers, aware that filters can falsely tag messages as spam, have been working on better tools to verify senders of e-mail, so that legitimate mailings can get through. Promotions and greeting cards were the types of messages most likely to disappear, the study found. The link for this article located at crn.com is no longer available. . As spam detection technology advances, about 22% of messages do not make it to users' inboxes, impacting marketing campaigns and updates.. Email Deliverability, Spam Filter Effects, Bulk Mailing Performance, Marketing Efficiency. . Anthony Pell

Mar 12, 2004 • Anthony Pell Network Security