Dave Lewis – CMO; Message Systems

For years, the email marketing industry has railed against imperfect spam filtering and advocated reputation measures as an alternative. We’ve acknowledged that filters play a vital role in protecting customers from those who seek to harm or exploit them through unscrupulous practices and malicious tactics. But we also argued (rightly) that filters are poor proxies for customers’ true intentions about messages from the companies they do business with—of what they really do or don’t want to receive.