Nearly 80% of electronic messages circulating in the world are sp@ms. Without any international legislation that would effectively fight sp@mmers, there is no reason for this percentage to drop. The only response, therefore, lies in the increasingly strict filters imposed by software and messaging servers. And this will have a concrete influence on the layout and content of the Newsletters.
The ITU ( International Telecommunications Union ) is trying to put in place legislative, technical, and educational solutions to fight against spam (sp@ms) on a global level, but the task is far from simple. In the United States, for example, spammers are more or less protected by an “antisp@m” (sic!) law of 2003 which, under the justification of free trade, leaves them practically a free hand to continue…
But the market is not going to wait for legislation to be put in place to adapt to this invasion of offers of Viagra, Rolex at unbeatable prices, financial investments not to be missed, not to mention the widow of the late president. of the Nigerian Oil Company which needs help to get its 120 billion dollars out of the country.
The adaptation of consumer behavior and the new antisp@m solutions will have a direct influence on the marketing possibilities that have been established in recent years around messages in HTML format (which include a layout and images).
First, more and more companies are configuring their anti-sp@m filters to no longer let through messages that contain links to images placed on external servers (potentially a link-activated by an employee can lead to a virus).
Second, the latest email client software (Thunderbird, Outlook, Eudora, etc.) is also configured to no longer automatically display images contained in messages. It will be up to the user to expressly activate this possibility for each new message. But how many people will bother?
In addition, to fight against ” phishing ” (which consists of luring users with a link that does not lead to the right site), certain software warns if a hidden link does not correspond to the address indicated in the message. This considerably reduces the confidence of users and therefore the click rate.
There are many reasons why a message would not be delivered or displayed. Between the antisp@m filters of access providers, the mail servers that are subscribed to the SpamCop blacklist, the installation by consumers of third-party software ( Norton AntiSpam, McAfee SpamKiller, etc.), and finally the filters messaging software which is becoming more and more strict.
Filters that block images will force email marketers to increasingly favor that good old text format. The layouts will certainly be lighter to be able to integrate images that appear in the message as an attachment and are no longer posted on an external server. This makes it possible to guarantee correct display, even in messaging software that no longer displays them automatically.
It is always surprising to see that some mailings use images to display the most critical information (the title, the promotional offer, etc.). Not only are consumers not going to bother to click the “view images” button and never know what that great deal was on offer to them. In addition, a message that contains little real text compared to the images has a good chance of being identified as sp@m and never being delivered.
The lack of external images (and the absence of automatic display) will influence the ” reporting ” of message opening statistics. It is often an external image that is used to count the opening rate of messages when using an e-mail sending solution.
The links that appear in the messages will also become elements to be taken into account. Email programs are beginning to incorporate so-called “ ScamWatch ” filters that warn the user if a destination link does not match the one displayed. It is, therefore, necessary to pay particular attention to the way of writing the links, because let us not forget that in most cases, the links lead first to the service provider’s server to be able to count the clicks before redirecting the visitor to the final page.
Unfortunately, few online email marketing services incorporate these restrictions into the way they send messages. They continue to offer HTML-formatted post solutions that place images and links that pass through their servers. The effort was mainly put on the antisp@m control of the structure of the messages (textual contents) and on the negotiations with the main access providers to appear on the “white lists” (senders who are authorized to pass through filters).
They should start adapting their tools so that the solutions fit together around the client’s mail server and their web server. Using the company’s servers makes it possible to clearly sign the sender, correctly authenticate the message by antisp@m filters, and offer “trusted” links in the messages.
In a sea of sp@m, the only way to get noticed is to use transparency to create trust. Recognition of the sender and the correct display of images and links become as essential in the success of a campaign as the