While many of us may think of it as a fixed “established” medium, the email industry indeed continues to evolve. We must adjust. As a reminder, last fall Google and Yahoo announced new requirements for large volume email senders. In other words, they are taking stronger actions to stop spam.
Our campus Eloqua instance already meets many of the new requirements. The Marketing Automation team is taking the next steps to ensure email deliverability of our campus Eloqua instance by adding mitigating features provided by Oracle. And to avoid UW–Madison Eloqua contacts reporting our messages as spam, we will be adding an Email Group unsubscribe link in our UW–Madison default email Header. This is simply enhancing our existing standard practice of having a single unsubscribe link in the footer, and we are adding it to the top of the email as well.
By making these changes we will better serve those contacts who wish to unsubscribe and to make it very clear how to opt out, in the hope this prevents them from marking our campus email as spam. Avoiding spam reports is crucial in keeping our domain and IP address “clean” and keeping our sender score healthy.
For more information, please note this Eloqua Knowledge Base (KB) article on these changes. For even further details, see this Knowledge Base article on email authentication and recent industry changes from the DoIT Productivity and Collaborative Solutions group.