Amazon introduces spam-filter defeating mass e-mails

Amazon introduces spam-filter defeating mass e-mails

If you just think of Amazon as that place to buy stuff that come in smiley boxes, you are missing a lot of what the giant company does.

You may know, for example, that they do “cloud storage” and web services.

Well, in this new

press release

they announce that they are now offering e-mail.

I was excited about that at first…heck, I wouldn’t mind a personal Amazon e-mail address.

But then, I read on.  It’s still very interesting…but exciting for individual consumers may not be the right word.

This is being marketed to companies…for mass e-mailing.

That doesn’t automatically mean spam…spam is, by definition, unsolicited.  You’ve probably signed up for a lot of “special offers” type e-mails.  If you signed up, it’s not spam.

One of the problems is that things you asked to be sent to you (even if you might not have been paying much attention) often get blocked by spam filters from your Internet Service Provider (ISP).  I’m sure you’ve had the experience of being told by an e-mailer to check your spam folder for something you really wanted, but hadn’t seen.

Here’s the interesting paragraph from the press release:

“For high email deliverability, Amazon SES uses content filtering technologies to scan a business’s outgoing email messages to help ensure that the content meets ISP standards. The email message is then either queued for sending or routed back to the sender for corrective action. To help businesses further improve the quality of email communications with their customers, Amazon SES provides a built-in feedback loop, which includes notifications of bounce backs, failed and successful delivery attempts, and spam complaints.”

That means that a robot (a software one) reads the e-mail the company is sending, analyzes it for things that will trip the spam filters, and alerts the company so they can fix it…and get past that barrier.

The company is also going to find out about bounced e-mails and spam complaints.  Even if they get past all the words that trigger filters, a human might still consider it spam and report it as such.  When that happens, the company can be informed.

Sounds great for businesses…does it sound great for you as a consumer?

Feel free to comment on this story and let me know.

This post by Bufo Calvin originally appeared in the The Measured Circle blog.


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