By Alex Rubin
Vice President of Business Development
As we gear up for the New Year, it is also a good time to review the highs and lows of the past. By learning from what happened with email in 2009, we have the opportunity to properly prepare for what is ahead. Last week we released a report on the 10 Top Email Trends of 2009, the complete report is available for download here.
One of the primary things we highlighted about 2009 and expect to see more of in 2010, is the continued growth of spam. Throughout 2009, we saw a flurry of articles publishing metrics on spam volumes rising and the increase of spam as a percentage of all email.
Spammers continue to have access to sophisticated tools to help them send more spam. Let’s face it, reports indicate there is a ton of money to be made from being a spammer so they won’t to just go away.
What does this really mean for the email universe? As spam volumes grow, so will the need to have the resources to fight inbound as well as outbound spam at ISPs. As email filtering initiatives to prevent spam increase, so will the focus on delivering legitimate email. Over the past year, receivers have increased and improved the methodologies used to determine legitimate email. Receivers continue to place more importance on trusted whitelists. ISPs use whitelists to identify IP addresses or domain names with good mailing practices from which they will ensure messages are delivered. In 2009, the footprint of ISPs who use Return Path’s Certification program grew 50% from 1.2 billion to 1.8 billion mailboxes worldwide. ISPs trust the Certified list because of its high quality and size and because it has proven extremely effective in preventing false positives (email mistakenly blocked as spam). We expect that receivers will continue to place more importance on trusted whitelists in 2010.
Learn more by downloading the complete 2009 Email Retrospective.