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E-mail and Newsletters

Set of best practices for all forms of emailing. If you publish a marketing newsletter or send autoresponders to prospective clients you need to know how to get your message delivered and read.

The law

not complying with e-mail best practices can cause your legal trouble with the CAN SPAM laws in effect

Habeas - Use poetry to defeat spammers! Add this to your outgoing messages to increase their "friendliness" its free for individuals.

There is a free e-mail content checker where you can copy and paste your messages to have them machine reviewed before sending. This filter uses the popular Spam Assassin email filtering rules.

Stop Words

The content of your e-mail newsletters is key. Too many stop words will cause the filter to block your message. Below are some common words and phrases to avoid.

#1
Buy direct
Call free
Can't live without
Cents on the dollar
Do it today
Free leads
Free website
For free
Cards Accepted
Click Here Now
Click to remove
Compare rates
Congratulations
Cost / No cost
Dear friend
Extra income
Free and FREE
Free installation
Free membership
Free offer
Free preview
Get it now
Guarantee
Here
Hidden
Insurance
Investment / no investment
Investment decision
Marketing solutions
Message contains
Money
Month trail offer
Mortgage
Name brand
Nothing to Lose
No gimmicks
No Hidden Costs
No-obligation
One time / one-time
Opportunity
Order / Order Now
Order today/ Order status
Orders shipped by priority
Please Pre-approved
Potential earnings
Real thing
Satisfaction guaranteed
The following form
Unsolicited
US dollars
Work at home

Additionally, do not use excessive punctuation, strange characters or all caps. These are death blows to successful campaigns.

HTML E-mail

Many people prefer content rich email, but some would rather have plain text. Sending a multipart e-mail that can be read as either plain text or HTML is a best practice, but often results in a large message. The larger the message the less deliverable it will be. Try to setup each recipient in your mailing list program to receive the formatting of their choice. When in doubt, don't sent HTML.

I have used Constant Contact and the starter package is 14.95/mo for up to 2,500 messages/mo. It has the most user friendly web interface of any email system I have tried. My preference is to keep email management server based. It is much more cost effective for me to have a 3rd party manage email servers and keep them off blacklists. In every study I have read, hosted email providers ALWAYS had higher deliverability than those who sent bulk email from their in house servers.


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