Written by Richard Howes
Email remains a vital part of running our businesses with worldwide email volumes now fairly steady at around 495 billion emails per day!
A more problematic statistic is that 422 billion of those emails are SPAM, leaving just 73 billion legitimate emails. In other words, over 85% of email is SPAM. With the average office worker receiving 121 email per day, managing SPAM is crucial to email efficiency but also to reduce the risk of becoming a victim of phishing and other criminal activity.
Filtering SPAM has become very sophisticated as a result, but not perfect. That is because the way SPAM is differentiated from legitimate email is by ‘scoring’ email based on several criteria. This includes language used, mention of financial information, whether there are attachments, and other characteristics.
ResRequest and the travel industry by nature produce a lot of emails with attachments and financial information that need to be sent to the public as well as agents. This means that we can run foul of SPAM detection algorithms which flag legitimate emails from a ResRequest client system as SPAM.
Here are some things which make deliverability more difficult:
- Reservation numbers in the subject line.
- Capitals being used to catch attention.
- Attachments being sent in the emails.
- Sending emails on behalf of our clients’ domains rather than our own.
SPAM senders spend an inordinate amount of time working to defeat SPAM detection. If SPAM detection was completely effective SPAM’ers would not be sending out 422 billion emails per day. Any attempt to completely eliminate SPAM will inevitably also catch some legitimate email.
There are strategies to mitigate the risk of legitimate ResRequest emails being flagged as SPAM, however, none are perfect or foolproof. One strategy we have employed is to get our clients to implement SPF and DKIM records for their domains. SPF and DKIM records flag email servers as legitimate servers that do not send out SPAM. Unfortunately, these strategies are not yet universally employed but are being increasingly used to mitigate against SPAM.
Another solution is whitelisting. This, as the name would suggest, is the opposite of blacklisting. This is where the recipient of emails from a known domain lists that domain as ‘safe’ by whitelisting it. All email from that domain bypasses any SPAM filtering and is flagged as legitimate by default.
Currently, we use ElasticEmail as our cloud hosted email relay with an IP of 22.214.171.124. Any recipient whitelisting this address will always receive ResRequest email. When encountering agents or other recipients that are experiencing deliverability problems, please request that they whitelist the IP address above.
The challenge is that these mitigation steps are required to be undertaken by the email recipients. ResRequest actively encourages the use of whitelisting and SPF/DKIM records and is ready and able to assist with implementing these strategies.
Another potential challenge is that because ResRequest sends out email on behalf of our clients, some email applications reply to the sending server address instead of the client email address. This is also as a consequence of risk mitigation by these applications where they are ensuring recipients are aware the email is sent from a third party, in this case, ResRequest, and not from the addressee in the “From:” field.
If you are experiencing this problem then please email email@example.com and request assistance on SPF and DKIM records. Our technical team have setup a process to assist your IT company (the company who manages your domain) with setting up SPF/DKIM records and whitelisting ResRequest domains.
SPAM can cause massive frustrations as it is often unclear where the problem resides. We hope that this information will assist in making email management simpler and more reliable, and reduce (via SPF/DKIM) or eliminate (via whitelisting) the frequency of legitimate emails being flagged as SPAM.