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Email Marketing Finally Slides by the Anti-Spam Filter

For years, email marketers have been discouraged and frustrated as a result of anti-spam filters merely filtering out their fliers. However, this year has shown new results for email marketing. According to Lyris Technologies, an email marketing software company, the deliverability rate of email rose to 89 percent from 87 percent.

Lyris also found that opt-in mail was less likely to be filtered by best-of-class ISPs. In fact, 21 percent more were likely to get their opt-in mail if they used one of the top 10 U.S. service providers as opposed to those that used the bottom 10 U.S. service providers. In addition, email marketers will be happy to know that deliverability rates are expected to continue to improve and are expected to pass 90 percent in the next several years.

Over the years, anti-spam filters have improved and now let certain email ads go through as opposed to be blocked. Email Advisor is a company devoted to letting marketers know what content should be included or not included to gain higher delivery rates. Thus, marketers can make the necessary changes to ensure that their opt-in mail is not spammed.

Studies show that while marketers are getting their emails sent successfully, these numbers will rise in the next four years but then lower drastically in 2010, where an estimated $92 million will be spent on erroneously blocked email. This spammed mail is most often a result of marketers doing a poor job of fine tuning their messages. Slowly but surely, email marketers are making their messages more specific and target-audience driven.

Many marketers email customers year after year regardless of what their responses have been. Therefore, these marketers aren't able to pinpoint a more specific target audience and build from there. For now, it seems that the future of email marketing depends on marketers and whether they will shape up their ways or not.


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