Do you ever get reports from your customers that “this email” or “that email” was never received? Chances are, your answer is an emphatic “Yes”, but rest assured – you’re not alone. In fact, the open “secret” of email communications is that nearly 20% of legitimate email is never delivered to the intended inbox. Overall, more than half of all email sent is considered to be abusive or illegitimate. So, what do these unfortunate statistics have to do with your business?
According to MAAWG’s Email Metrics Report released in November 11, almost 90% of the emails included in their study were considered to be abusive. Spam and other malicious emails continue to plague customers, ISPs and legitimate senders so to ensure your emails get delivered to the inbox, you have to follow a few key email best practices.
- Focus on your sending reputation. ISPs look at your sending behavior to make filtering decisions. If you have a good sending reputation, your emails will get delivered, but if not, your emails may end up being blocked at the gateway or labeled as spam.
- Regularly monitor your email deliverability. Rectify delivery failures right away, otherwise you risk harming your sending reputation. Access tools that that not only tells you who responded to your messages, but who actually received them. This data can also help you better understand your overall analytics and identify gaps in your email program. Read More ›
Spam is any email that is not wanted or requested by the recipient. While the majority of spam comes from an unknown sender, oftentimes legitimate email is categorized by spam either by the recipient or by the ISP delivering emails to customer inboxes. So why does this happen?
Recipients who label your email as spam do so by clicking the “This is Spam” button in their email client. This notifies the ISP that this is unwanted mail. Each ISP has different thresholds or limits for the amount of acceptable complaints a sender can have for each email deployment. If you go above that threshold, you are likely to get blocked in the future. Having a high complaint rate is the number one reason why your email delivery will get blocked or delivered to the spam folder.
One of the many things SendGrid does on the backend to determine if a user is having deliverability problems is scan the content through multiple enterprise spam filters multiple times per day for every user. Some of the filters include Postini, CloudMark, Brightmail, IronPort, Barracuda, Mail Foundry, and SpamAssassin. These filters are additional filters from our delivery monitory to ISPs such as Hotmail, Yahoo, Gmail, and AOL. In the last couple of days we noticed that a lot of legitimate emails were triggering the SpamAssassin filter. The following shows how our graph looks like: Read More ›