One of the most frequent questions that we in Deliverability Services get asked is how to keep Comcast blocking from recurring.
Comcast aggressively blocks mail they deem their users don't want--even more so than other receivers. Right or wrong, they have filtering in place that they believe is effective and offers their users maximum protection from spam and unwanted mail. Ultimately, their obligation is to meet the needs of their users and not necessarily to meet the needs of senders.
The two biggest reasons Comcast blocks mail is because a sender's mail earns too many complaints or because a sender is sending to too many invalid Comcast addresses.
Senders are understandably upset when their mail gets blocked at Comcast, but by and large blocks are avoidable and are the result of less-than-great sending practices.
To avoid blocking by Comcast, or any receiver, ensure that you're sending mail to subscribers who have explicitly opted-in, are expecting to receive your mail, and will find the mail relevant.
If your sends keep getting blocked, it's time to review your sending practices. Is your opt-in clear and explicit? Do subscribers understand what you'll be sending to them and how often you're going to send? Are you meeting those content and frequency expectations or are you sending more frequently than you said you would or different content than you said you would? If a subscriber opted-in for your mail six months ago, are they still going to find the mail relevant and look forward to receiving it or has your mail now become just another of dozens they receive daily?
If you answered "no" to any of the questions above, it's time to change your practices to meet your subscribers needs and expectations. That may include less frequent sending, changing your opt-in, making your content more relevant and more of a one-to-one communication, or simply asking your subscribers if they still want to hear from you, which is known as re-engagement.
ExactTarget is excellent at helping clients get wanted and expected mail delivered and helping to maximize delivery and return on investment. However, if you're not meeting your subscribers' needs and expectations or continuing to send to addresses that are no longer valid you're going to continue to experience delivery issues at Comcast and possibly other receivers.
For more email deliverability tips and Best Practices, check out our free whitepaper, "Email Marketing CAN-SPAM Compliance."
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