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HOW TO: Ban spam

Spam is a much-misunderstood term, all too often used to delete messages quickly when faced with an overflowing inbox, which makes the life of the B2B marketer all the more difficult.

Of the 32 billion emails that are sent every day, 65 per cent are labelled spam and even 20 per cent of legitimate emails are trapped by spam filters. This means that few messages are actually getting through the countless authentication and reputation programmes, content filters and protection legislation that are put in place to rid cyberspace of unsolicited messages.

Marketers are therefore faced with a difficult task when it comes to realising a return on investment in this channel. However, there are certain measures that can be taken to differentiate a legitimate marketing message from Spam, increasing your chances of exposure to the recipient.