Panelists Offer Tactics to Avoid Spamming

Share this content:

NEW YORK -- Two panelists from consumer and business-to-business spam filters discussed e-mail best practices yesterday as well as ways to avoid being flagged as spammers.

Michael Della Penna, chief marketing officer for Epsilon and Epsilon Interactive, moderated a conversation with Miles Libbey, anti-spam product manager at Yahoo, and Guy Lever, marketing director for Cipher Trust, in a session at the DM Days New York conference.

"E-mail is the fastest-growing marketing channel in the consumer space, and consumers do actually respond to relevant e-mail," Mr. Della Penna said. "For this reason, it is important for marketers to create authentic e-mail and embrace best practices."

Mr. Libbey discussed how Yahoo tracks and filters e-mail. Different people and different cultures define spam. So Yahoo measures on multiple factors: user reputation, message context, IP addresses and ISPs. Yahoo has created DomainKeys, software that tracks the domain path and IP address, authenticates the domain user and provides feedback loops for those e-mails reported as spam.

Despite strong filtering systems, 1 billion messages are delivered daily, so e-mail marketing is not going away. It is just becoming more refined.

Mr. Libbey offered best practices for e-mail marketers. One secret to getting in the inbox is consistency with traffic and the "from" address, he said.

Mr. Lever discussed Cipher Trust, an e-mail security provider for businesses, which filters e-mails. Cipher Trust uses Trusted Source architecture to measure mail to businesses. Like Yahoo, Cipher Trust measures authenticity based on frequency, hidden messages and persistence.

The No. 1 secret to getting in the inbox is consistency, they agreed.

Loading links....

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here