Email Marketing & Publishing News January 2004

Best Practices
The 10 things spam filters look for


So what do the scoring systems look for? You are at high risk of high filtering if you are doing any of the following 10 things:
  1. Broadcast your own messages instead of relying on an outside service.

  2. Acquire email addresses outside of an opt- in process conducted online.

  3. Sell products directly through email using classic direct response copy, graphics and offers.

  4. Send long text articles.

  5. Send to heavy B2C distribution such as @aol.com, @hotmail.com, @msn.com, @earthlink.net, @yahoo.com

  6. Send HTML without text alternatives.

  7. Include hotlinks that are colored blue.

  8. Include large numbers of hotlinks -- such as a newsletter that's a list of links to information or news available online.

  9. Send attachments or logos that are not properly prepared for email distribution.

  10. Use BCC or CC distribution methods with over 10 names per email.



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Canadian Marketing Association


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