How Email Filtering Promotes Targeted Reach in Line with Digital Marketing Efforts?

Digital marketing is a field that has been gaining more and more popularity by the minute. With new businesses as well as large-scale corporations recognising the importance of establishing and holding onto online relevance, they are constantly bringing on board professionals in the digital marketing sector to help them get their word out. 

So, there has simultaneously been a rise in the demand for digital marketing courses, and rightfully so. Everyone wants to tap into the whirlpool of career opportunities brought forth by digital marketing and make it big in the scene. However, to get there, there are certain aspects one should learn about.

An email marketer is required to hold on to knowledge of various digital marketing aspects. It is a job role opened up via a degree in digital marketing itself. In this blog, we are particularly going to discuss email filtering, a concept that shall be useful to the digital marketer. It prompts a vast scope for enhanced reach to the targeted audience, filtering out unnecessary spam emails in the process.

Read this blog to be enlightened about email filtering and decide for yourself whether or not a digital marketing course will do you worlds of good in the job market of the future!

What is Email Filtering & How Does it Work?

By definition, an email filtering service is the filtering out of a company's outbound as well as inbound email traffic to keep more relevant ones and exclude unnecessary or harmful spam. The inbound email filtering option scans through the messages that are sent to the users and categorises them into various sub-sections. These may include malware, spam, viruses, non-trustworthy links, adult content, impostors, and bulk, among others. 

Outbound email filtering as well implements the same procedure of scanning text messages from various users to avoid delivering potentially spam-adjacent, harmful messages to businesses. Companies may employ this feature as a cloud service/on-premises appliance, as per their needs.

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Techniques Employed for Email Filtering

Digital marketers employ a number of different email filtering solutions to keep emails optimised and targeted. Here are some email filtering examples that are commonly employed by them:

1. Safelisting: Digital marketers' ‘safelist’ certain senders that they (the organisation as an entity) trust and from which they shall continue to accept emails. Companies are able to maintain an influx of relevant emails via reference to this exclusive list.
2. Anti-virus: An anti-virus shall protect against existing or new viruses as well as from other malicious code. This will be done through signature-based/non-signature-based technology.
3. Reputation-Based Email Filters: Reputation block lists are essentially lists of URLs, IP addresses and domains that have been previously identified as and connected to security threats. RBLs are the go-to solutions used by digital marketers to filter out irrelevant emails to enhance protection. They attempt to prevent spam from entering the inbox and allow legitimate mail to make its way through. The system conveniently differentiates between non-spammers and approved trusted senders.
4. Analysis of the Email Content: Digital marketers can automate the blocking of emails based on their content. For instance, the appearance of certain words or phrases can lead to emails being classified as spam. In other scenarios, the email may contain attachments that a particular company does not want to let through. 
5. Bayesian Analysis: This is another form of email filtering where the system learns from each new message it scans. So, the more email content it scans, the more effective it becomes in eliminating unnecessary junk. 
6. Blocklisting: Blocklisting lets businesses block emails from certain suspicious senders by adding them to an exclusionary list.
7. Temporarily blocklisting/greylisting: This feature allows the professional to fight spam by temporarily blocking any email from a suspicious, unrecognised sender. However, if the email is from a legitimate sender, the sending server will be prompted to retry after a delay. The email shall then be accepted.
    

In addition, marketers are able to help themselves with free email filtering tools like Avanan, Mimecast, Libraesva, Cisco Cloud Email Security, Barracuda Essentials, and more - these tools make the filtering task much more seamless and accurate. 

Also Read:- GTM or Go-to-Market Strategy: Everything You Need to Know

How Does Email Filtering Help Digital Marketing Efforts?

Email filtering is an important tool in the context of digital marketing, especially because it ensures that the marketing emails reach the intended recipients instead of simply ending up in spam folders. Below are listed the ways in which email filtering fuels success through digital marketing:
 

1. Emails are delivered as Per Intent: Email filtering allows marketers to avoid any spam filters in place. This boosts the likelihood of their emails being successfully delivered to the subscribers' inboxes.
2. Under-control Bounce Rates: Email marketers can filter out non-existent email addresses and reduce bounce rates. This allows the maintenance of a productive list of emails.
3. Improved Reputation: The email filtering option allows digital marketers to avoid sending out emails to spam traps or bots, which would otherwise damage the sender's reputation. This would, in turn, lead to the concerned business's future emails being flagged as spam.
4. Enhanced Engagement: The email filtering option would exclude irrelevant or non-existent emails and only keep the ones that are run to audiences interested in the business's services/products. This would allow the marketer to reach its intended audience and ensure a higher engagement rate through clicks and, ideally, conversions. 
5. Compliance with the Regulations: Email filtering allows digital marketers to maintain compliance with the anti-spam laws/regulations (GDPR, CAN-SPAM), by extending an option to its subscribers to opt out of the email list.
    

You must have already deduced the effectiveness of email filtering strategies. Several other strategic approaches can be undertaken by the digital marketer to improve the impact of their email campaigns, ad campaigns, etc. A well-structured course in digital marketing shall equip you with the practical skills to come up with digital marketing solutions and concretise your reputation as a marketer!
 

Final Word

Digital marketing has emerged as a major opportunity-filled sector in India. Several professionals are lining up to tap into the scope offered by this medium. If you, too, recognise its potential and want to align with the rewards of being in association with digital marketing, we suggest you quickly sign up for an online degree.

Associate with esteemed institutions like Amity Online University. They are offering an in-demand 2-year-long MBA course in digital marketing, where they will cover topics like email filtering and beyond. Prepare yourself for an enriching career from the comfort of your home. Unlock mentorship that is sure to keep you motivated throughout the course timeline. Transform your educational journey in 2025 and set yourself up for a career path that's bountiful and abundantly rewarding.