Commercial e-mail is defined as the entirety of informative or advertising nature messages received by a user in his e-mailbox. This may be newsletters, social networks e-mail notifications or commercial e-mail announcing a promotion, a new product, etc... Unlike spam, these e-mails follow an initial consent of the user.

Unfortunately these messages, "approved at some point," are sent on a more massive basis and can be subsequently very "polluting." This impression of overload has resulted in drastic figures since the volume of e-mails routed increased over 71% in the last two years and amounted in 2010 to 98 billion e-mails of commercial nature routed in France.

The trend is confirmed by our lab experts who also notice a growing importance of the presence of commercial messages. The flow of e-mails analyzed show that over 95% of e-mails are spam.
Of the 5% remaining and delivered into inbox, 41% are e-mails of commercial nature! ** In addition to this "pollution feeling" of the user's e-mailbox, these commercial messages are a significant indirect cost to the company (storage of these messages, loss of user time ...). It is time for action!

*Source: SNCD – Le devenir de l'e-mailing – 2010 ** Source Vade Retro laboratory study in 2011, Q2

Considering the notion of "consent of the user," we cannot assimilate these e-mails to spam and reject them or simply place them in user account. They come in vast majority of cases from organizations meeting e-mailing best practices and have been sought-after at least once by the user. They are just too many and the volume generated drowns the user in his messages who has more and more difficulties to see at a glance the messages "to treat" and thereby he loses productivity. To counteract this steady flow of commercial communications, Vade Retro Technology laboratory experts have developed a new exclusive filter: the Anti-Ads filter.

Vade Retro Anti-Ads filter is able to recognize with high accuracy all communications of commercial nature. And to classify them in 3 specific states:

E-mailing campaigns sent through professional routing platforms. (E-Circle, Experian CheetahMail, MailPerformance, etc…). These market players follow the rules of use for e-mail advertising: unsubscribe links, lists cleaning, etc…

Any advertising e-mail sent and following advertising rules of use and not sent through a professional routing platform. Here the heuristic rules used are predictive and generic.

Any other advertising campaign not following e-mailing rules and presenting poorly organized content, non-compliance with CAN-SPAM, absence of an unsubscribe link, etc. ..

- Add a mark in messages subject like {Mailing} and place it in a specific folder. The user can then choose a "white listing" regarding what kind of message he wishes to receive or not.
- Mark and deliver them in the inbox of the user.
- Reject them upstream of your messaging system.