Symantec recently published a report highlighting the fact that 90% of emails are spam. No surprises there, but it does highlight the pressure marketers are under to distinguish their opt-in customer communications from the mass of unrequested and unsolicited emails.
Anti-spam tools can be an unintentional barrier to marketers aiming to deliver genuine opt-in email communications. We work with customers to help them construct emails that meet ISP anti-spam guidelines.
Marketers must also play their part by developing targeted email campaigns that deliver high-value and personalised content. Without this, the hard work and investment in getting the email through to the customer will be for nothing, as they’ll simply hit the delete key when it arrives in their in-box.
Paul Bates, UK managing director, StrongMail Systems