| Email Marketing & Publishing News | March 2004 |
Deployment
Study – 18.7% of permission email now blocked
The latest study by e-mail deliverability company, Return Path, concludes that major ISPs are blocking more and more messages. The company analyzed 30,000 campaigns sent by more than 100 of its clients in the second half of 2003. The 18.7 percent false positive rate represents a 1.7 percent increase over the first half of 2003, and a 3.7 percent increase over the same period in 2002.
A false-positive is a legitimate, permission email message that triggers a filter because it contains a sufficient number of ‘red flags’ to rate a spam score. It doesn’t matter that you have permission from the recipient – the block occurs at the server. Some ISPs are worse than others. NetZero blocked 37.7% of permission-based e-mail, SBC Global/Yahoo! 26.7%, and AOL 22%. EarthLink had the best record for deliverability, blocking only 7 percent of opt-in messages.