New limits on simultaneous SMTP connections and volume rates put in place by a growing number of local broadband providers are making it more difficult for e-mail marketers’ messages to get through to consumers, according to a Bigfoot Interactive white paper released this week.
E-mail sent by marketers attempting to open too many concurrent SMTP connections or sending too many messages in too short of a period can result in “time-out” errors or “delays” at broadband providers, Bigfoot said.
“Marketers that don’t properly adjust to these new thresholds risk having their messages blocked at many smaller and mid-sized e-mail account providers, such as BellSouth, Comcast, and RoadRunner, which typically account for between 10% and 20% of consumer marketing lists,” the report said.
Breaking through to broadband customers is especially important because they tend to have higher incomes than dial-up customers, Bigfoot said. The report cites research showing that almost 60% of households with high-speed connections have incomes above $150,000.
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