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EMAIL NEWS: EMC highlights deliverability pitfalls

Email marketers are being told internet service provider (ISP) acceptance rates are no longer an indication of deliverability according to a recent whitepaper.

The whitepaper, written by two members of the DMA Email Marketing Council (EMC), is designed to maintain email marketing as a key revenue provider. The report blames the large amount of spam sent every, approximately 130 billion messages, on confusion from ISPs as to which emails should be let through.

It urges marketers to realise even if the ISP accepts the message it does not mean the subscriber sees it. Guy Hanson, co-author of the report and a member of the EMC, said, "Spam filter vendors and blacklist operators all play key roles in determining whether the email ends up in the inbox or not."

For more information on email marketing, visit the Email Marketing Knowledge Bank