If you’re reading this, you have an IP address it’s your unique identifier online. To understand how email spam filters work, we first need to understand the factors they use to identify spam. 7 Factors that determine if your emails go to spam, or the inbox First, we’ll look at the factors they use, and then we’ll look at each provider individually to see how they differ. Let’s take a look at how the three largest email service providers (ESP’s) identify spam. Email service providers built-in filtersįor B2C and B2B senders, Google, Microsoft, and Yahoo’s built-in spam and inbox sorting technologies are going to be the most common challenge you’ll face. Microsoft SmartScreen, G-Lock SpamCombat are a few examples of desktop-based spam filters. Examples of cloud-based spam filters include Cloudmark and Symantec.Ĭorporate gateway and 3rd party spam folders present a unique challenge to B2B marketers as they often throttle or quarantine bulk email deliveries.ĭesktop spam filters live on a user’s computer and allow for 1 to 1 configuration and personalization. Functionally, they serve a similar purpose, protecting a company's network by securing its digital borders.Įven though Gmail and Microsoft provide a high level of spam and malware protection on their own, cloud-based and gateway spam filters allow network administrators to have an extra level of control and insight into traffic both in and out of their network.īarracuda is a commonly used hardware-based gateway spam filter. Gateway spam filters are installed on servers onsite, whereas cloud-based filters run on 3rd party servers.
Many companies use gateway, or cloud-based email spam filters to filter and quarantine both inbound and outbound messages that are suspicious. Securing a company's network, data, digital assets, and communications is a critical priority for organizations large and small. 3rd Party/Cloud-based spam filters and gateway spam filters Let’s look at the three types of spam filters that are most likely affecting your email deliverability. 3 Types of spam filter’s your emails will encounter Once you know the basics of how spam filters work, you’ll be able to take steps to stop your emails from going to spam and keep them in the inbox where they belong. So as a marketer, our best bet is to try to understand them better. Spam filters aren’t going away anytime soon. “it also helps us personalize our spam protections to each user-what one person considers spam another person might consider an important message (think newsletter subscriptions or regular email notifications from an application).” As filters have evolved, new technologies like AI and machine learning are playing a bigger role in spam filtering. In the early days, the primary driver was subscribers flagging messages as spam.
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