User Behavior Triggered Filtering Coming Soon to Hotmail

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Hotmail will be introducing a behavior-based filtering system that uses the individual user’s behaviors to influence the delivery of email. This type of behavior or interaction-based filtering has been talked about in the industry recently as a means to help alleviate spam in user’s inboxes.

So this is not just about showing up in Junk Mail. This is about all those unopened messagages in your inbox.

Hotmail plans on looking at metrics to help determine where an incoming email should be placed, including:
§ Emails that are read, then deleted
§ Emails that are deleted without being read
§ Emails that are replied to
§ The frequency of receiving & reading emails

While this new ISP trend of behavior-based filtering is ramping up, it’s a good time for eMarketers to take a hard look at their email programs. Now more than ever, its important to make sure that your emails are timely and relevant to the recipient. Apply behavior-based segmenting to target those who are ‘Active’ more frequently than those who are ‘Inactive’.

Devise a plan to engage those ‘Inactive’ recipients rather than mail them week after week with no response. Think about a dual strategy - one for your responders & one for your non-responders. The non-responder segment needs to be activated to not hurt your overall chances of being delivered.

Email relevance is driven by personalization - real one to one. Now, Hotmail is going to monitor how an individual accepts your message - it's back to one-to-one.

Stay tuned for more information regarding the Hotmail Behavior Triggered Filtering. For more information, read our partner, Return Path’s article on Media Post.

Many thanks to Sharmila Sorenson & Praveen Aggarwal for this timely update.