Part 1. How ISPs spot spam in the suspect email line-up

As this is my first post on SmartInsights I’d like to start with a hello; I hope you find this first post helpful! I’ve long been a reader of the SmartInsights blogs and I’m delighted to be a new regular SmartInsights contributor. I will be writing about best practice to get better results from your email marketing through optimisation of creative and targeting and deliverability. Let’s kick off with deliverability. In the line-up of suspect emails, ISPs aim to can the spam and let the innocent go free. To understand the forensics that ISPs use to spot the guilty, you need to understand the habits of the guilty. In this post I look at the tell-tell signs of a spammer and how you can avoid looking like…

Deliverability is one of those areas of digital marketing where the details matter, so for this interview I turned to Tim Watson, Operations Director of Email Service Provider, SmartFOCUS Digital for the low-down on email deliverability best practice.

Typical deliverability problems

Q1. What are the main problems the email marketer needs to be aware which can lead to their email being blocked? There are two main areas for B2C e-marketing: Emailing solution setup technical factors IP address reputation, content and HTML factors The technical factors are controlled by the Email Service Provider or your IT department if you run your own mailing solution. The IP address reputation is under direct influence of the email marketer"€™s actions and should be of primary concern, after which content and HTML factors are next most important. B2B e-marketing is not so dependent on IP address reputation,…