Email Spam – Why Do Email Service Providers Care About Email Spam?Venessa Matthee
Without a doubt, your company email marketing program or newsletter will at some point encounter a battle with email service
providers’ email-spam filters. In that moment of frustration, you will wonder why an email service provider cares at all about whether a spam message goes to the inbox or the junk folder and why the spam filters are so prohibitive. The truth is that, for email service providers, having good email-spam filters is just good business. The “customer” of an email service provider is the person with an email account.
Most email service providers make their revenue based on the amount of time that a user spends in their inbox. For example, most online email service providers serve web-based ads within the online version of an email inbox. The longer users stay in their email inbox, the more likely they are to click an ad or the more ad impressions are served.
If users become frustrated with the experience of receiving high amounts of spam emails in their inbox, they will respond by either spending less time in their inbox or by switching to an email service provider that gives them a better experience and better filters out spam. Therefore, it’s a critically important business practice for email service providers to give their customers powerful and effective email spam filters.
But Your Email Isn’t Spam!
If you’re reading this book, then you are working to put together a legitimate, non-spam email program. You know that, and we know that. However, to an email service provider you are largely an anonymous source (unless you get on the white list).
Email service providers will use a series of filters and data associations to determine if your message is spam or not. In some cases, this won’t be a problem for you. But sometimes even the most innocent emails will appear as spam to an email service provider’s spam filters.