What will Hotmail's enhancements mean for marketing?

 

 

 

 

The people we like the most in life are the ones that understand us well, ask us the right type of questions and tell us interesting things. Yet some marketers forget this when it comes to customer engagement, especially where email is concerned. Our inboxes are full of irrelevant emails vying for our attention - and with this in mind it comes as little surprise that Microsoft is changing the way emails are delivered to Hotmail users.

 

Hotmail has introduced enhancements to its email-filtering function by providing users with the ability to tell various companies they no longer want to receive a daily or weekly email in just one-click.

 

 

This is not the only service that Hotmail has introduced to eliminate spam and help customers prioritise email. Hotmail already has sweep functionality that allows users to control unwanted, solicited emails that make it into the inbox.

 

 

Hotmail is also planning to add additional levels of intelligence to its SmartScreen service, which will see user behaviour determine the deliverability of messages. For example, if the user adds the sender to the address book or clicks a link within the message, emails from this sender will be delivered to the inbox again.