Microsoft has also followed suit, with their SmartScreen Filter working in a similar way to the Yahoo SpamGuard. These changes have made it even more vital to inbox, because if you aren’t, your subscribers will have to jump through hoops to click on your messages, if they even see them in the first place! By default, SpamGuard empties messages from the spam folder after a month, although users have the option of changing this to once a week, or once every two weeks. Like most other spam filters, Yahoo’s SpamGuard learns from behavior and what you manually mark as spam, or what you mark as legitimate mail. This was a direct response to the amount of spam their users were receiving, which was causing many users to migrate to other services. One of the most obvious changes came late in 2012, when Yahoo began disabling links from messages that landed in the spam folder. Beyond this, many services are modifying emails that end up in the spam folder in order to make their email accounts even safer. Keeping spam out of the inbox keeps the user from feeling like they’re being bombarded with messages, and hopefully makes it easier to find mail where it is supposed to be. Keeping the inbox tidy is a big priority, with many users citing spam as a reason they have switched their email address to another provider. Email providers are always looking to improve the end user experience by improving spam filtering, and more recently, streamlining what happens with the emails that land in a user’s spam folder.

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