Where business and technology create a winning customer experience.

SIERRA MADRE, CA - MAY 29:  Spam, the often-ma...

Image by Getty Images via @daylife

by Frank Reed
The Internet is a funny place. I mean funny in a quirky kind of way, because we are forced to think in ways that we simply don’t need to consider in the offline world. As a result, we can either be incredibly informed or actually miss out on valuable data. The overload of information and the less-than-perfect automation we apply to help us manage it all only makes this more difficult.

A case in point is the ever popular spam filter. It’s an important piece of our daily existence,as we try to cut through the junk thrown at us to either rip us off or spread a virus. The trouble is, just like a tuna net catches a few dolphins, the spam filter catches some really important information which might mean that you never see it at all.
I have figured out how to use this particular issue to my advantage and to the advantage of those vying for my attention. It requires some work, but I have found value in the effort. What I do is to look at all of my spam folder e-mails (it’s really a more focused scan than a real read because it can be time consuming). Inevitably, I catch something that is of value to me. I immediately tell Google it’s not spam and it then goes to my Inbox.
While this sounds mundane, it really is the ultimate compliment to those e-mailers that I am truly interested in. You see, if my spam filter has decided for me that something is spam, then it is immediately suspect in my mind. Now, I am at an information crossroads of sorts, as I have to decide whether something that I once deemed valuable enough to be e-mailed to me is still worth keeping.
As a content provider, this is where the rubber meets the road. At this point in the process, I am now taking a quick inventory of whether that data has been important to me in the past and whether I feel that it will be important enough in the future to continue receiving it. This is the online version of the dead letter office, but with a chance to make a save if it truly shouldn’t be categorized with all of the lowly e-mails for Viagra, Cialis and myriad other incredibly annoying things that call the spam folder home. This is a chance for e-mail redemption, if you will.
Now I have a new measure of whether someone or some company is truly important to me: I put a check next to their e-mail then push the “Not spam” button. This moves them to my inbox, where the rest of my wanted e-mail lands and resides. I suspect there is “prodigal son” kind of celebration amongst the other e-mails as they celebrate the return of this e-mail to the place where it belongs.
So my question to you is, “Are you creating content and providing data that will get you marked ‘Not spam’?” Are you creating value when you communicate with people? Are you taking up valuable time and space or are you adding value to the time spent with you?
We are all in the content creation and generation business. That can make for a l “stand out” material that makes it hard to leave in the spam folder if it ever got there.
How do you accomplish this? What techniques work for you, for your customers, and for your business? Can your content escape the spam filter of the world?

Enhanced by Zemanta
Tweet about this on TwitterShare on FacebookShare on Google+Pin on PinterestShare on LinkedInEmail this to someone
15 replies to this post
  1. Thanks for the reminder, Frank. After reading your post, I looked at my own spam filter for the first time in months and found hundreds of comments to this blog, many of them that should have been published. I’m sorry to everyone for the delay in publishing their comments and thanks to Frank for reminding us all that we can’t trust spam filters implicitly.

  2. I also hate spam. but spam can not be eliminated on the internet. many people play on the internet. but very few that give value. Most of them are spam.

  3. Hello! Thanks for your column. Funny to say, but it was while I was checking the junk mail files that I rescued your newsletter! While my spam filtering system does do quite a good job, it is far from perfect. I faithfully check the junk mail bin several times a day, rescuing the legitimate emails, even though I seldom read them all. I beleive it would be unfair to legitimate senders that I empty the junk bin (which reports the files to delete as spam) without sorting out the good from the bad. I scan very quickly the subjects or senders. It usually takes only a few seconds, as long as you check frequently. If I really never read some newsletter or another, I prefer to unsubscribe. It is my sense of internet ethics.

  4. Hi! I enjoyed reading your post. Some data are not spam yet sometimes spam filter systems go on berserk, cutting out valuable infos. ;)

  5. I do check my spam box frequently, but don’t always “rescue” non-spam if I don’t feel like reading that particular piece. But, know you have me thinking, that it isn’t really fair to leave them in that bucket. So I will be better about rescuing the good guys.
    cd :O)

  6. My current mail provider is really good in filtering spam. However I usually check the spam once a day to ensure that there are no important mails in it. I have to confess that I leave newsletters I am not interested in without reading them.

  7. I am now trying to do the same thing, Jan. I agree it’s unfair for something I subscribed to to be marked spam, and I just rescued one today. Thanks for rescuing our newsletter from your spam bucket.

  8. As spam becomes more prevalent and harder to filter, it is inevitable that quality content will be filtered out and marked as spam mail. Searching through your spam box to see what good content has been accidentally marked is done by some, but you can’t guarantee this for all readers.
    Really the only solution is ensuring the content you write is worth reading and will ensure that reader looks for this if it suddenly disappears into a spam filter. If the content is consistently that good that the reader misses it then you can be sure they will look through their spam if this is missing.

  9. Usually when I go through my spam folder, I just read the title and if I don’t feel like reading, I immediately mark them all and delete.

  10. My spam filter is always on but I still check my spam folder once a month if there are some important messages that were caught by the spam guard.

  11. Yesterday i registered myself on a forum website and without knowing i got validation e mail in spam folder. What if i deleted it without looking at it?The website administration should mention it and moreover, spam stuff should have specific criteria.

  12. Yesterday i registered myself on a forum website and without knowing i got validation e mail in spam folder. What if i deleted it without looking at it?The website administration should mention it and moreover, spam stuff should have specific criteria.



Yesterday's webinar with Ruth Stevens and me was about making sure the leads you send to your sales team are qualified and the process...