Marketers are being warned that they risk losing out on sales if they fail to get to grips with new, more aggressive, spam filters - according to a white paper from the Direct Marketing Association.
They warn that many emails are likely to fall foul of the new system, which aims to shift from penalising ‘bad’ emails toward rewarding ‘good’ emails.
This will entail making use of a series of engagement metrics to assuage what degree of interactivity each email engenders in its recipient.
The new approach has been spurred by the rising incidence of so called ‘false positives’ in which aggressive filters block genuine mail.
Subscribers who don’t delete without reading, identify emails as ‘not spam’ or who dig out genuine emails from the spam filter will entail the senders of these emails being rewarded with preferential placement.
The DMA’s Guy Hanson said: “Marketers need to understand how Internet Service Providers (ISPs) and spam filters are significantly changing the way they monitor and process commercial email or face the real danger of delivering ineffective email marketing campaigns. Failing to reach the inbox ultimately means losing sales.”