Email filtering technology challenge for marketers

Email marketers must tailor their advertising messages with new inbox developments in mind, an expert has said.
Industry commentator Stephanie Miller explained that email providers are now giving their users more complex tools to fight inbox clutter and spam.

Writing for ClickZ, she revealed that these developments have posed new challenges for marketers.

"These new inbox management tools are designed to help all of us access the email messages we want more efficiently, and eliminate the ones we don´t," Ms Miller said.

"There´s lots of good news for marketers in this potential rejuvenation of the inbox - but only if we get ready now and start testing what it really means to engage and compete with the clutter surrounding our messages."

Fellow industry expert Simms Jenkins told the website recently that email marketing messages should just contain the most essential information about a brand or business, noting that people tend not to spend too long reading them.

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