E-mail Marketing: Differentiate Your E-mail Marketing Messages From Spam

Reputation can be measured in a variety of ways. Yahoo!, for instance, currently uses open source blacklists that keep track of IP addresses known for producing large amounts of spam. Miles Libbey, anti-spam product manager for Yahoo!, revealed that as authentication becomes more widely adopted, the company will shift from IP-based filters to domain-based filters, as it allows further granularity. Libbey said he wants to track reputation, not just at the IP level, but at the individual sender level. He further noted he’ll dig deeper still, tracking whether individual types of messages are reputable, based on content and URLs contained within.