Adding Typos Reduces Email Filter Bounces
August 12th, 2002
Last week we started adding “typos” to commonly filtered words in our issues, such as s^pam and f^ree, but it’s turned out to be tougher than you might think just because training yourself to spell that way and remembering to check for it when proofing isn’t second nature yet. Now I guess I have to ask our writers and editors to add auto-change to Word so when they use the correct spelling, it uncorrects it for publication.
Interestingly, our bounce rate of subscribers’ email went down 2/3, from an average of 3% to an average of 1% as soon as we implemented the typos. There were other factors at play, so this number isn’t based on a pure lab test.
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