Email marketing news: ISPs tackling spam

Internet service providers (ISPs) are helping to encourage email marketing best practice by reducing the amount of spam arriving in consumers' inboxes, it has been reported.

Writing for Econsultancy, Marc Munier said the decision to focus on eliminating junk mail is "really good news" for marketers.

He explained that the reputation of an ISP can have a significant bearing on user rates, and spam can negatively impact upon this.

Mr Munier said: "These days ISPs are looking at how engaged you are with the people that you are emailing, so they are looking at opens, clicks and replies.

"It's like the ISPs are trying to motivate us all to be better email marketers. It also means that those who were sailing close to the wind before are now way out on their own."

John Cruz of ImageMind recently claimed that email marketing helps businesses connect with a growing web audience without the need for significant investment.

Written by Debra Hastings-Henry