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Permission Email Deliverability Up, But Down at Gmail and Hotmail

Kristen Lindsey - Wednesday, October 12, 2005



Deliverability of permission, or opt-in, email rose in the third quarter of 2005, up to 89 percent, according to DM news. That being said, two email service providers showed a drop in deliverability - Hotmail and Gmail.

Hotmail's "false positive" rate (number of permission emails mistakenly processed as SPAM) grew to 9.4 percent in the third quarter, while Gmail's rate increased to 7.17 percent.

Top performers in  email deliverability were PeoplePC, MailBlocks, Gmail, Yahoo, SBC Global, and Road Runner, according to DM News.

What does this all mean? Well, industry efforts at devising means to filter SPAM while allowing desired email through appears to be improving along with Email Service Provider implementation of these means.

What does this mean to your efforts at improving your email deliverability? Well, all serious email marketers need to research ways to improve the number of emails that are successfully delivered to subscribers. Carefully applying sender validation like SPF or Sender ID or else selecting email providers that do so will increase the number of delivered email, which should boost campaign results.

Do you have a story of how deliverability has boosted your campaign performance? Let me know!



















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