Framework of Marketing or Newsletter Sender Reputation System (FMNSRS)

Abstract

Nowadays, the use of the advertising emails is widely used in commercials. Often advertising emails are sent to unwanted recipients that might be from not up-to-date recipient list. Such events can lead to boredom and annoyance to the recipients. As the consequences, the recipients might permanently deny to accept these emails or even worse the email owner business or product image could be damaged. Therefore, we propose Framework of Marketing or Newsletter Sender Reputation System (FMNSRS) by using sender reputation algorithm based on the centralized user feedback database to solve the problems previously mentioned. The FMNSRS can create the centralized lists of both the marketing and newsletter senders and the recipients. These lists are periodically updated. In addition, we use the sender reputation system to calculate the score of each sender by several feedback from the clients to classify senders in order for the recipients can choose to receive advertising emails from the high reputation score senders. For the framework validation, the results show that the FMNSRS can improve the sending capability of the marketing or newsletter email systems. Also, the FMNSRS can accurately detect the marketing or newsletter emails approximately 73.30% more than the traditional framework.