ExactTarget offers way around spam filters for opt-in e-mail

One of the biggest challenges for e-mail marketers is spam filters that mistakenly block opt-in or permission-based e-mail messages. ExactTarget, Indianapolis, has added two features to its e-mail management software to ensure that authorized e-mail gets through.

One feature, "content detective," identifies words, phrases and patterns that are likely to trigger spam filters, and then instantly and automatically recommends a modification to the messages, eliminating manual steps by the user.

The second feature, "list detective," scans mailing lists as they are uploaded to ExactTarget and identifies suspicious e-mail addresses which have appeared in the system without having gone through an opt-in procedure. Flagged addresses are forwarded to ExactTarget managers who check the addresses with clients, and then work with clients to develop ways of capturing only permission-based addresses.