A Chronicle of a Journey: An E-Mail Bounce Back System

Every email that originates from outside of an organization must go through a series of firewalls and gateways before reaching the intended recipient inside the organization. During this journey, each email may get scanned for possible viruses or other malicious programming codes. In some cases, the e-mail may also receive a score based on the possibility of spam content. On any stage of this processing email can be quarantined, or moved to a spam folder for the future possible analysis or simply deleted. Understandably, such complex structure helps secure the company’s internal infrastructure, however, e-mails have become an important tool in marketing for many e-commerce organizations and if marketing e-mails do not get to their intended receiver, the sending company will be disadvantaged. Therefore, from the point of view of the sender of an e-mail, it is important to understand the faith of the e-mail that was sent and whether it was received as intended. In this case study, we describe an e-mail bounce back system that was developed by a major e-commerce company in order to understand whether its e-mail based marketing was successful in delivering the intended message to its customers. In addition to the describing the development of the system, security and privacy issues are also discussed.