You will stand a much better chance of getting your e-mail message past the SPAM software gatekeepers if you follow the guidelines below:
- Mail Headers That Are Accurate
Never use false "From" addresses; make sure that your e-mail accurately reflects your actual e-mail server name, and always use the recipient's subscriber name in the "To" field. Mail sent to "Subscribers" or other fictitious names is almost guaranteed to get tagged as SPAM.
- Make Sure Your Domain & Mail Server Are Consistent
Some SPAM software will check that the "From" and "Return To" address leads to a mail server IP address that can actually be reached. Don't relay your mail through multiple servers even if you have permission.
- Use SPF
Sender Policy Framework (SPF) is an additional level of protection that prohibits spammers from sending e-mail through your server and making it look like you sent it. By blocking out this type of threat you lower your chances of ending up on SPAM blacklists for offenses that you did not commit. Ask your ISP if SPF is available and how to implement it.
- eMail Formatting
Make sure that you create technically sound HTML code that uses the proper mime types and tags. Avoid using HTML generators like FrontPage to create your HTML e-mail messages.
- Be Careful Of Warnings...
Avoid adding disclaimers like "This is not SPAM" or citing references to non-existent government rules or laws. You should add any message footers required by the CAN-SPAM ACT or the e-mail marketing laws of your country.
- Use Normal Sentences & Layouts
Do not use excessive spacing between sentences and avoid overuse of capitalization or punctuation, especially the exclamation point (!).
- Don't Try To Be Tricky With Spelling
Tricks like writing F.R.E.E. won't fool the latest generation of SPAM software. Neither will the use of alternate characters or other gimmicks like L@@K At THIS!
- Invisible Text Is A No, No!
Make sure that the color of your text is different than the color of your background. Trying to hide words by making them the same color will get your message flagged as SPAM.
- Never use invisible graphics
If you are adding a graphic image to track your open rate, make sure that you don't create an invisible or transparent one. These are seen as mail bugs by SPAM checkers. Use a small image to replace a bullet point or some other normal graphic image. Keep the file size below 50k.
- Idea: If you're using HTML e-mails, do not use invisible web-bugs to track your e-mails. If you must track your e-mails and whether they're read, use visible graphics as part of your e-mail, not invisible graphics.
- Offer Plain Text In Addition To HTML
Always include a plain text message inside your HTML message for the benefit of those who cannot receive HTML e-mail as well as for the SPAM checker to parse. Try to keep the text message as close to the wording of the HTML portion as possible. The more unlike each other the messages are, the more likely it is to be flagged as SPAM.
- Be Careful Of The Tools You Use
Don't use bulk mail software that spammers use. This particularly includes any software that claims to have "stealth" mailing capabilities. If you're using HTML e-mails, include a text part in the e-mail as well, for recipients (and anti-spam checkers), and keep that text as close to the HTML copy as possible. The closer they're related, the less likely your e-mail will be seen as spam.
SPAM Assassin, one of the most frequently used anti-SPAM software programs, has published this list of SPAM "Sins" that it looks for:
- Body of message incorporates a tracking ID number
- Body of message contains a large block of hexadecimal code
- Body of message contains one or more lines of "YELLING" (i.e., all-caps)
- Message includes Microsoft executable program
- Message body has at least 70 percent blank lines
- Message header indicates message was sent directly from dynamic IP address
- Message From field appears to not contain a real name
- Message From field ends in numbers
- Message header contains numbers mixed in with letters
- Message subject includes the term "offer"
- Message to: field contains spaces
- Message Reply to field is empty
- Subject has exclamation mark and question mark
- Subject is ALL-CAPS
- Message subject starts with an advertising tag
- Message From: field contains the term "friend"
- Subject contains "As Seen"
- Subject starts with dollar amount
- Subject contains "Double Your"
- Subject contains "For Only"
- Subject contains "FREE"
- Subject contains "Free Instant"
- Message contains excessive images without much text
- Message body contains the term "nobody's perfect"
- Message body claims not to be spam
It's hard enough to get e-mail delivered these days. There is no sense complicating the issue by having your messages flagged as SPAM when they are not.
The next chapter is jam packed with resources, tools and information suggestions that you can use to take your follow up and e-mail marketing efforts to the next level.
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