More on Relevancy

Al Iverson comments on information from Craig Spiezel at the Exacttarget customer conference this week. Craig confirms that MSN/Hotmail is also looking at user engagement, opens and moving mail out of the spam folder as part of their delivery metrics.

Ultimately, engagement is the key to mitigating delivery issues when sending to Hotmail.

  • Stop mailing to subscribers that never open or click on your email messages.
  • Don’t reactivate old, bounced addresses just to see if they’ll go through…today. (A few might, but most won’t, and Hotmail will notice.)
  • Stay true to permission. Don’t buy lists, stick to clear opt-in (not opt-out). Don’t bury the “we’ll send you email” notice in a privacy policy or legal notice.

I expect that more ISPs than AOL and MSN/Hotmail are looking at recipient engagement or are investigating how to measure it and incorporate it into their delivery decision process. It does reinforce my earlier blog post about relevancy and how important it is for delivery.
Hat tip: Mark

Yahoo blocks unauthenticated PayPal and eBay Mail
Busy Busy.

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