Staying Out of the Spam Filters in Your Email Campaign

Whoever has delved in the email marketing realm can understand that it's no easy affair avoiding the spam filters and the junk folders...much less avoiding becoming blacklisted (the worst nightmare of any email marketer). Despite the most earnest efforts of the most ethical, scrupulous email marketing strategist, it is possible to drive your operation into the ground for reasons which you may not even be aware of! The variables are many, and the chances of a failure in communication or a simple misunderstanding ruining your entire email campaign are high, so beware of what you do, and always consult with current legislation as well as your ISP in order to steer clear of the most common errors.

The laws governing email marketing, despite being scantly enforced (mostly due to the exorbitant volume of transgressions), are clearly spelled out in the CAN-SPAM Act of 2003. You'll find your basic requirements therein: strictly permission-based mailing lists, an opt-out link that takes effect immediately and only requires visiting no more than one webpage and providing no other data than an email address. These are the fundaments of a legitimate email marketing campaign, so be sure to comply.

As far as your ISP is concerned, you should probably pour as much attention on this subject as the previous one. Though lacking the legal authority to fine you for any evil deeds, your ISP has the significantly more damaging ability to completely demolish all your email campaigning accomplishments and efforts. If you're not in communication with your ISP, and are running a significant email campaign (especially if you haven't been duly diligent in acquiring your contacts), then you are on a collision course with disaster. No major decision in your emailing strategy that goes beyond basic questions of composition-where to put the logo, what to write about, whether or not to hire an editor/copywriter-should be taken without consulting your ISP for possible negative consequences. Think of your ISP as your deity, and of yourself as the easily-sacrificed minion.

The confidence which your subscribers have in you will count for the remaining part of how to stay out of the junk folder. Don't take their good will and pleasant disposition for granted, no matter how tame and complacent they may seem to you at first. If you don't handle their info correctly, if you fail to answer a request that they may have of you, if you flood their inbox as if the world were ending tomorrow, you will be inviting them to block you forever. Show them that you care about them, that you know who they are, that you have a responsible privacy policy, and that, above all else, you are a professional. That means that you can't send them something that they'll confuse with their 10-year-old daughter's writing. No matter how cool your product is, if you don't wrap it in the right packaging-email content, in this case-it won't tempt anyone at all.

So, make sure that you stay strong and ethical in your tactics, and do your utmost to stay out of those filters. Your business's success could very well depend on it!

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