"Recently
Student Horizons surveyed its database of high school students
and found that Yahoo!, AOL and Hotmail comprise 80% of the
domains. Understanding the particulars of each of the big
three domains will help increase the effectiveness of your
e-mail campaigns."
Glossary of Terms
Domain
Blacklist
Whitelist
Spam
Filter
Spammer
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And
the Winner is Yahoo!. . .
 In
the last six months Yahoo! has passed AOL as the leading domain
among our database of over half a million high school students.
If you have been involved in email marketing for any length
of time you are aware that AOL, Yahoo! and Hotmail have an iron
grip on teenage email addresses. A look at our own database
of over 500,000 high school students over the last year revealed
that over 80% of our students use the big three for their email
domain.
These three domains have effectively stayed ahead of the pack
by offering greater accessibility, large free storage capacity
and strong spam filtering.
 AOL
and Yahoo! work much the same way with email marketers. While
many domains allow repeated “pinging” of mailboxes,
both AOL and Yahoo! give marketers only one shot at their addressees.
If the email doesn’t make it past the AOL or Yahoo SPAM
filter or if the recipient’s email box is full, then consider
the email dead. This is why many of your emails experience high-bounce
rates to these two domains. Plus, high bounce rates can result
in being assigned to a blacklist,
where you will be reported out to other email domains as a spammer.
Since so many high schoolers utilize these two email services,
this situation tends to create a real deliverability challenge
for college admissions marketers, particularly when the college
chooses to send their emails via internal platforms. Read
More
I welcome your inquiries about this topic or any other questions
related to e-mail marketing. Let us know if there is a subject
you would like us to cover in future issues of E-mail Marketing
Best Practices. lmunns@studenthorizons.com
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