More Emails in the Spam Folder is an Opportunity for Smart Marketers
There are a number of third-party sites that can track this for you, such as SenderScore.org, SenderBase.org and TrustedSource.org. While not all of these sites may divulge your exact rates, they will give you a roll-up score that's very similar to a credit score. This number is a good indication of how inbox providers view the quality of your mail within their networks. Additionally, AOL Mail has a reputation system that enables you to check your IP address reputation. Microsoft offers a free tool called Smart Network Data Services (SNDS) that tracks your complaint rate, spam trap rate and how its spam filter, SmartScreen, views your overall content and reputation.
Be strategic with deliverability. In the same Return Path study mentioned above, complaint rates were found to be edging up higher and higher throughout the holiday season. This was in part due to higher volumes and frequencies from the previous year. Combining the fact that subscribers receive too much email and that they deal with it by selecting emails and hitting the "report spam" button, you have a perfect storm for deliverability issues. Consider segmenting your database based on activity. While you can still touch all of your subscribers, consider only sending the most active users more email since they'll probably not only tolerate it, but welcome it.
I'd love to hear how everyone is using this as an opportunity to get into the inbox and stand out from your competition. Share your stories in the comments section below.