Looking back through 2008, one trend we’ve noticed is that big ISPs are more frequently partnering with outside companies to measure your reputation and score your content.
Hotmail is fond of telling us that they use two different spam filtering technologies: “We use the Brightmail system, and we use our own SmartScreen filters.”
And Hotmail isn’t alone. Comcast uses both SenderScore and Cloudmark. SenderScore and Cloudmark are both widely used by a variety of different ISPs, including Hotmail, Yahoo, Comcast, Roadrunner, Cablevision, and others. They all use – or are considering using – external reputation systems or outsourced spam filters.
As we look toward 2009, this insight means that your reputation is more important than ever. It’s vital to “keep your nose clean” as far as deliverability is concerned, so you’re not attracting spam filtering attention. As increasing numbers of filters become more widely distributed, you’ll find that a single issue with a single filter means you could potentially be blocked at ten different ISPs.
Sounds a lot like your credit score, doesn’t it? Damage your credit score, and you’ll have trouble getting a loan or credit card from just about any bank. Damage your sending reputation score with SenderScore or Cloudmark, and you’ll have trouble reaching the inbox at a great number of receiving sites.
Ted Meade and Al Iverson
Hotmail is fond of telling us that they use two different spam filtering technologies: “We use the Brightmail system, and we use our own SmartScreen filters.”
And Hotmail isn’t alone. Comcast uses both SenderScore and Cloudmark. SenderScore and Cloudmark are both widely used by a variety of different ISPs, including Hotmail, Yahoo, Comcast, Roadrunner, Cablevision, and others. They all use – or are considering using – external reputation systems or outsourced spam filters.
As we look toward 2009, this insight means that your reputation is more important than ever. It’s vital to “keep your nose clean” as far as deliverability is concerned, so you’re not attracting spam filtering attention. As increasing numbers of filters become more widely distributed, you’ll find that a single issue with a single filter means you could potentially be blocked at ten different ISPs.
Sounds a lot like your credit score, doesn’t it? Damage your credit score, and you’ll have trouble getting a loan or credit card from just about any bank. Damage your sending reputation score with SenderScore or Cloudmark, and you’ll have trouble reaching the inbox at a great number of receiving sites.
Ted Meade and Al Iverson
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