Daily Delivery – The Dark Side

Daily Delivery – The Dark Side

The Dark Side of Email Marketing

By Dennis Dayman @ClickZ 2/15/12

This week I spoke at MarketingSherpa’s Email Summit 2012 in Las Vegas, which has many great panels and discussions on the best ways to reach your customer in the digital age. When the panel I was on that included Chip House from ExactTarget and Tom Sather from Return Path came together to discuss the topics we should present, I suggested that we also include the “tough” lesson discussion. I have done a lot of presentations about best common practices for senders, but looking back I realized I’ve never talked about some of the uncontrollable situations that many marketers may find themselves in from time to time.

What marketers need to know today is that everyone gets their email stream blocked at some point in their digital communications career. You can have the cleanest lists in the world, never purchase lists, and have very genuine opt-in practices, but somewhere along that path you’ll wake up one day and find your email is blocked by a blacklist.

There are hundreds of blacklists that come in all forms such as public ones like Spamhaus (one of the good guys), private ones that are run by some ISPs themselves, and others that are owned by anti-spam companies/appliances like Google Postini. With the public ones, you have the ability to see and address the blocking that is occurring more rapidly and transparently. With private blacklists, you don’t have as much transparency or the ability to address the blacklisting in a quick fashion. However, all blacklists have the same goal – protect mailboxes from unwanted or dangerous email. Some blacklists can take their block pretty seriously and create some rules that might not be obtainable by many companies. Some of their blocking methodology targets the same legitimate practice they require from legitimate senders and for some blacklist operators, that coupled with some unwillingness to remove incorrect blocks can be a recipe for a few bad weeks – yes, weeks. (continue @ClickZ)

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