Content 'not triggering' spam filters

A widely held theory that marketing practises are responsible for deliverability issues has been dismissed by the findings of a new study.
According to research carried out for the Lyris EmailAdvisor ISP Deliverability Report Card, the idea among marketers that message content is the key reason ISPs often filter legitimate marketing messages into the junk folder is little more than a myth.

The study actually suggests that feedback such as spam complaints is the probable cause behind most marketers´ deliverability concerns.

"The main message of this quarter´s EmailAdvisor Report Card for email marketers is that there are no easy fixes to senders´ deliverability challenge," said Stefan Pollard, director of consulting services at EmailLabs.

"Changing a few keywords in the hopes of boosting inbox success rates is no substitute for adhering to email marketing best practices.

"It´s an oversimplification to place blame primarily on content filters when a campaign has poor returns, when in fact most delivery challenges are due to subscriber feedback," he added.

The report also reveals the majority of the largest American-based ISPs have the lowest rates of delivering email to the inbox.
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