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Although it takes its name from a Monty Python skit, spam is no laughing matter. In fact, 27 states have already put anti-spam laws in place and the Direct Marketing Association supports federal legislation that penalizes violators. In an effort to help improve the situation, ISPs are now offering filters to help weed out unwanted solicitations. Unfortunately, many marketers are finding their messages are being filtered out unfairly, leaving their customers without the information they want. How the filters work While not all filters are created equal, they all work as an in-box watchdog, triggered by key words in the subject line or the number of recipients the e-mail is sent to. After a message is determined to be spam, it is either sent to a bulk mail folder or bounced back to the sender. While these measures help reduce the number of unwanted e-mails, they also filter out messages consumers have requested. Getting through the gate While the new technology makes it harder to reach in-boxes and easier to be labeled as spam, there are several ways to get your message past filters and onto your customers' computer screens. These tips adhere to responsible e-mail marketing practices:
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Reprinted from Strategies newsletter, 3rd Quarter © June 2003 by First Marketing, 3300 Gateway Drive, Pompano Beach, FL 33069. |
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