‘Is your email a casualty of the war on spam?’ – Marketing Land
Jose Cebrian says, “In the world of email marketing, deliverability is a core issue. It’s commonly known that when you send an email, it doesn’t always reach the intended recipient.
Between the sender and the recipient are intermediaries, namely the internet service providers (ISPs) and email service providers (ESPs), which use a mix of internal algorithms and outside filtering technologies that combine to make a decision on each message that comes into their mail servers. Their job is to protect their customers from unwanted mail, phishing attempts and other scams, which are real worldwide problems that pose serious risks, including identity theft.
These intermediaries are at war with the spammers. If incoming mail matches a pattern that’s associated with bad mailing practices, they block the mail from coming in at all or send it to junk mail (which is almost worse).
I don’t think many people consider how serious spam is, beyond being annoyed with some mail they didn’t ask for. But it’s an epidemic that ISPs and ESPs need to combat, and they have lots of hardware, software and intelligence to fight against it“.
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