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Hotmail’s new deliverability rules help digital marketing solutions avoid the spam net
 New deliverability rules from Windows Live Hotmail provide advertisers with detailed guidance for ensuring that email marketing solutions reach their intended recipients, and avoid falling foul of spam filters.
Windows Live Hotmail uses a system based on authentication and reputation to balance protection of users and the preservation of a high-quality advertising environment with the need to ensure that legitimate digital marketing avoids being caught in the same net as phishing emails and other spam. The system uses a Sender ID Framework combined with data on the sender’s previous email activity to sort emails between a user’s inbox and junk mail folder, or quarantine and delete them. The use of reputation criteria means that elements such as previous recipient feedback, domain longevity and traffic patterns can play a role in determining how an email is treated.
Advertisers can help to ensure their email marketing solutions reach the target audience by:
- Using the Sender ID system for authentication
- Consolidating domains and using consistent naming conventions
- Avoiding requests for personal information in emails
- Avoiding live links in billing communication
- Steering clear of alarmist messaging
- Monitoring and managing user complaints, or user allocations of their mails as “junk”
- Purging old, bad or rejected addresses from their email lists
- Acquiring email addresses responsibly
- Honouring unsubscribe requests and offering a clear route to unsubscribing.
Click here for "Stand Out From The Crowd"- a step-by-step guide to ensuring that your email gets to the user, not their junk mail folder
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