| Ensuring requested opt-in email is
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| | newsletter could cause the entire message
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| delivered to subscriber inboxes is an
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| | to be filtered.
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| increasingly difficult battle in the age
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| | Words/phrases:
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| of spam filtering. Open and click thru
| |
| | Choose your language carefully when
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| response rates can be dramatically
| |
| | crafting messages. Avoid hot button
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| affected by as much as 20-30% due to
| |
| | topics often found in spam such as
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| incorrect spam filter classification.
| |
| | medication, mortgages, making money, and
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| Permission
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| | pornography. If you do need to use words
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| Confirming that the people who ask for
| |
| | that might be filtered, don't attempt to
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| your information have actually requested
| |
| | obfuscate words with extra characters or
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| to be on your list is the number one step
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| | odd spelling, you'll just make your
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| in the battle for deliverability. You
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| | messages appear more spam like.
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| should be using a process called
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| | Images:
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| confirmed opt-in or verified opt-in to
| |
| | Avoid creating messages that are entirely
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| send a unique link to the attempted
| |
| | images. Use images sparingly, if at all.
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| subscriber when they request information.
| |
| | Commonly used open rate tracking
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| Before adding the person to your list
| |
| | technology uses images to calculate
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| they must click that unique link
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| | opens. You may choose to disable open
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| verifying that they are indeed the same
| |
| | rate tracking to avoid being filtered
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| person that owns the email address and
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| | based on image content.
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| requested to subscribe.
| |
| | Attachments:
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| Subscriber Addresses
| |
| | With viruses running rampant and
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| When requesting website visitors to
| |
| | spreading thru the usage of malicious
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| opt-in ask for their "real" or "primary"
| |
| | email attachments many users are wary of
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| email address instead of a free email
| |
| | attached documents. It's often better to
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| address like Yahoo or Hotmail. Free
| |
| | link to files via a website URL to reduce
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| emails tend to be throw away accounts and
| |
| | recipient fear of attachments and reduce
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| typically have a shorter lifetime than a
| |
| | the overall message size.
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| primary ISP address.
| |
| | CAN-SPAM Compliance
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| List Maintenance
| |
| | The January 2004 Federal CAN-SPAM law
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| Always promptly remove undeliverable
| |
| | introduced a number of rules regarding
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| addresses that bounce when sending email
| |
| | the delivery of email. It's important you
|
| to them. An address that bounces with a
| |
| | have your legal counsel review your
|
| permanent error 2-3 times in a 30 day
| |
| | practices and ensure you are in
|
| period should be removed from the list.
| |
| | compliance. The two most important rules
|
| ISP's track what percentage of your
| |
| | include having a valid postal mail
|
| newsletters bounce and will block them if
| |
| | address listed in all commercial messages
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| you attempt to continually deliver
| |
| | and a working unsubscribe link that is
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| messages to closed subscriber mailboxes.
| |
| | promptly honored to remove the subscriber
|
| Message Format
| |
| | from future messages.
|
| Usage of HTML messages to allow for text
| |
| | Reputation
|
| formatting, multiple columns, images, and
| |
| | Reputation services are often used by
|
| brand recognition is growing in
| |
| | large ISP's as a way to vet email senders
|
| popularity and is widely supported by
| |
| | regarding their email practices and
|
| most email client software. Most spam is
| |
| | policies. Businesses listed with these
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| also HTML formatted and thus
| |
| | services are then given less stringent
|
| differentiating between requested email
| |
| | filtering or no filtering at all.
|
| and spam HTML messages can be difficult.
| |
| | Relationships & Whitelisting
|
| A 2004 study by AWeber .com shows that
| |
| | Contact with major ISP's and email
|
| plain text messages are undeliverable
| |
| | providers is essential in letting them
|
| 1.15% of the time and HTML only messages
| |
| | know about your requested subscriber
|
| were undeliverable 2.3%. If sending HTML
| |
| | email. Many large providers such as AOL
|
| it is important to always send a plain
| |
| | and Yahoo have specific whitelisting
|
| text alternative message, also called
| |
| | programs and postmaster website areas to
|
| text/HTML multi-part mime format.
| |
| | ensure your email is delivered as long as
|
| Content
| |
| | you meet their policies and procedures in
|
| Many ISP's filter based on the content
| |
| | handling your opt-in list.
|
| that appears within the message text.
| |
| | Email deliverability is about ensuring
|
| Website URL:
| |
| | requested opt-in email is delivered to
|
| Research potential newsletter advertisers
| |
| | the intended recipient. While no single
|
| before allowing them to place ads in your
| |
| | tip will enable you to get 100% of your
|
| newsletter issues. If they have used
| |
| | email delivered each one utilized as a
|
| their website URL to send spam, just
| |
| | group can go a long way to reaching that
|
| having their URL appear in your
| |
| | goal.
|
