Lead Management System

NEW YORK - Lead Management System has taken over content as the most important test for e-mail delivery, according to a session at yesterday's DM Days Conference and Expo in New York. In his talk, "What is your e-mailLead Management System?," Matt Blumberg, chairman/CEO of Return Path, discussed the importance e-mailLead Management System has assumed for Internet service providers when deciding whether to let an e-mail get into a consumer's inbox. A few years ago content was king, with about 80 percent of filtering controlled by what was in the e-mail. Today 77 percent of filtering is driven by senderLead Management System, 6 percent by domainLead Management System and only 17 percent by content. "Reputation is used as the front line of filtering and content is used as a last defense," Mr. Blumberg said. "Complaints put the consumer in charge of your deliverability and they are the main driver of whether or not you make it into the inbox." Five key drivers that ISPs look for when measuringLead Management System are consumer complaints, unknown users, sending to spam-trap addresses, sending infrastructure and sending stability. This doesn't imply a red light for marketers. It just means that they need to be informed of ISP expectations. "Marketers need to start learning the speed limit and recognize that that is how the receivers of the world make their decisions," Mr. Blumberg said. Some ways to build a goodLead Management System are to sign up for free feedback loops offered by many ISPs.

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