Eye on Privacy: Would Paying for E-mail Decrease Spam?
May 1, 2006

We’re all pretty used to paying for postage, whether sending a postcard to an old friend or getting the new catalog out to our best customers. In the e-mail channel, though, things have been a bit different. E-mail is a zero-postage zone—for both a quick note to a colleague or an e-mail offer to your entire housefile. That is, until now. In January, AOL announced it was phasing out its reputation-based “enhanced” whitelist and moving toward using third-party certification provided by Goodmail, which would cost e-mail marketers a “fraction of a cent” for every e-mail sent to AOL subscribers. This announcement generated immediate controversy as

April 1, 2006

Unlike other channels—such as direct mail, where delivery is at the mercy of the USPS, or search engine marketing, where your message only renders when someone enters the right keywords—e-mail offers the advantage of being able to control precisely when an effort is delivered. But, as Peter Parker taught us, “With great power comes great responsibility.” And smart marketers understand that when it comes to e-mail response, timing can be everything. About a year and a half ago, e-mail consultancies Return Path and eROI both came out with studies that identified Monday as the best day of the week for e-mail deliverability. And as

Certified Delivery
June 1, 2005

By Irene Cherkassky Authentication helps get your e-mail campaigns to inboxes. It's no secret. Every e-mail marketer knows spam and phishing pose the biggest challenge to getting legitimate e-mail into recipients' inboxes today. In a recent report released by Austin, Texas e-mail service provider, Skylist, 72 percent of e-mail marketers responding to the company's survey cited deliverability as their greatest challenge. According to New York City e-mail service provider Return Path's Mailbox Monitor service, in 2004 an average 22 percent of permission-based commercial e-mail did not reach inboxes, by virtue of being blocked or filtered to the recipients' junk/spam folders by ISPs. The truth

E-commerce Link: Stemming the Spam Tide
October 1, 2004

What’s new on the e-mail deliverability front Do you feel your e-mail campaigns are drowning in a sea of spam? If so, you’re not alone. But there are several things happening behind the scenes that should begin to stem the tide. This is good news for marketers. First, let’s look at the obstacles e-marketers face today. To identify and reduce spam, Internet Service Providers (ISPs) and corporations take extraordinary measures. This may result in mail being blocked or poor placement in the recipient’s inbox. Companies employ blacklists and content filters. Some filters may block large volumes that are sent too quickly or mailings that

The Future of E-mail Marketing
December 1, 2002

By Denny Hatch I am the proprietor of a funky little Web site, It is my professional business card—a site for direct marketers to download some useful checklists and find a good bibliography of direct marketing books (including my own). When someone calls about the possibility of my writing copy or doing consulting, rather than go through all the hassle of putting together an elaborate kit and mailing it out, I invite them to visit the Web site to see how I work. Here is an e-mail I received on August 14: Undeliverable mail-- "welcome to my hometown." The following

7 Techniques to Improve E-Mail List Integrity (445 words)
August 1, 2001

7 Techniques to Improve E-Mail List Integrity By Matt Blumberg and Tim Dolan Establish proper customer notice and permission. To ensure you have a quality customer e-mail address you must first ask you customer for permission to communicate with them by e-mail. The methods used to acquire permission vary. Most companies accomplish this by placing a check box next to a permission statement on their Web site. Confirm or verify the e-mail address. Confirming or verifying the e-mail address with the customer before accepting it into your database strengthens the level of permission attained and reduces data entry errors. Require customers to