Fri, Apr 28 2006 5:56 Don

Cleaning up a bad e-mail reputation

About a year ago, Publishers Clearing House set out to make sure its e-mail reputation was squeaky-clean.

The company, known for its sweepstakes and magazine subscription promos, stepped up its efforts to be a good e-mail citizen, and to make sure it didn't send out unwanted messages. It developed its own tools. It hired outside consultants. It signed up two full-time employees to oversee all of its e-mail delivery.

Quite an investment of time and money--but worth it, if it meant the company, which relies on mail to do business, avoided having its messages junked by spam filters.

CNet

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