Friends Reunited with missing email

Social network Friends Reunited has rediscovered 27 per cent of its email following a new approach to deliverability. Working with ReturnPath, the 20.6 million-strong membership network has seen deliverability of its monthly emails rise to 92.5 per cent in June 2010 from 67.1 per cent in May.

Of the 30 million emails it was sending every month, more than a quarter had been going missing, neither appearing in subscribers’ inboxes or even their spam folders, but failing to be transmitted by ISPs keen to block spam. One in twenty (5.7 per cent) of its email were also being marked as spam.

“As a social network, the deliverability of email is imperative to staying in touch with our users, growing our subscriber base, but more importantly to keep our users in contact with each other,” said Duncan Careless, chief technical officer at Friends Reunited.

He added: “Return Path’s deliverability monitoring suite enables us to monitor our email reputation, check the creative displays correctly in all of the most popular email browsers, make changes to email creative that might look like spam to ISP filters and identify any problems that may be affecting our deliverability.”

According to the email deliverability service provider, social networks suffer from poorer email reputations than other sectors. Its Reputation Data network found email from social networks is marked as spam 100 per cent more often than other types of email.

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