Working with ISPs on e-mail deliverability

[mandy]

As retailers plan their holiday marketing, they should avoid e-mail blasts that seek the maximum number of eyeballs to cash in fourth-quarter sales at the expense of meeting the deliverability requirements of Internet service providers, Stefan Pollard of EmailLabs advises. One tip: Use an authentication technique like DomainKeys for Yahoo accounts, but then send a test message to your own Yahoo account to see if DomainKeys was properly set up and approved by the ISP, he suggests.

“This time of year unfortunately many retailers go after the maximum reach, rather than targeted lists, to get the largest number of eyeballs during peak fourth-quarter sales,” says Pollard, who is director of consulting services for e-mail services provider EmailLabs, a unit of J.L. Halsey Corp.

The major ISPs, meanwhile, have been more forthcoming than usual of late in telling marketers what they must do to get beyond their spam filters...

full article: http://www.internetretailer.com/dailyNews.asp?id=24042