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BizReport : Email Marketing : October 11, 2007

AOL inbox ranked hardest for marketers to penetrate

The best and the worst email services have been revealed in a new study by an online community for e-mail marketers, Dot Email.

by Helen Leggatt

AOL is perceived by email marketers to rank lowest for email deliverability. At least, that’s what 38 percent of those surveyed by Dot Email believed.

Gmail was perceived to have less of a deliverability problem according to 7 percent of email marketers surveyed.

"The market penetration for Gmail is not the same for AOL or Hotmail," said Elie Ashery, president of Gold Lasso, Dot Email's sponsors. "There is more volume on AOL, as some people have had AOL since its inception. Gmail also recently bought Postini, the largest filtering company, so they probably have a better handle on the technology for spam filtering."

MSN/Hotmail came in second with 21 percent, followed by Earthlink with 17 percent and Yahoo with 16 percent.

Michael Weisel, CTO of Gold Lasso, feels that the SPAM button is all too easy to hit, jeopardizing future campaigns.

Tags: AOL, deliverability, Dot Email, email marketing, SPAM

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