Best Practices For 100% E-Mail And Newsletter Delivery

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When dealing with legitimate e-mails that have been flagged as spam, both the sender and receiver are left hanging in the breeze wondering what happened. Why was the e-mail not delivered? Why did get shoved in the junk mail pile when the receiver has you on an authorized receipt list? Why did the e-mail client decide to suddenly burp and keep what it felt was unsolicited?

For one thing, your e-mail wasn’t bullet proof. Let’s see how you can change that to make sure that all of your e-mails and newsletter get delivered in a timely manner to the people who are waiting for them.


  • Before sending out your e-mail, run it through a spam filter to see if it will be misconstrued as junk mail and why. Messages that score 5 or higher are usually sent to a person’s junk mail folder or blocked.
  • Remember that spam filters aren’t perfect and may still block your legitimate e-mails no matter how careful you are when you construct the content.
  • Continue using newsletters and newsletter subscriptions as most people still don’t care for RSS feeds. They do not provide the same connection as newsletters do. Make sure you construct your newsletter content to be as anti-spam as possible so it gets through the filters.


  • If you’re not sure that your recipient received your e-mail, don’t resend it. Instead, drop them a note asking them to confirm or deny receipt and then take the appropriate action.
  • Always use a sender’s name and e-mail that is consistent so your recipient knows who it is from. If you need to change your sender information, alert your recipient ahead of time so they are not caught off guard and delete your communication.
  • Tell your recipient the information you wish to impart and then provide them with a link to the webpage with more details.
  • Prove to your customers you are a legitimate business by using your real name for all correspondence instead of a generic name or e-mail address. It’s a personal touch that means a lot and helps your reputation.


  • Try to send out your newsletter on a regular basis. If you send the first one out on the 23rd of the month between 3pm and 4pm, send it out on the same day and time the following month. If for some reason it is going to be delayed, let your recipient know.
  • Always use professional newsletter software to develop your mailing list and don’t use the CC: function. It makes you look like a spammer instead of a professional.
  • Remain consistent in naming your newsletters and then listing them in the subject line. For example, the first issue you sent out uses a subject line of ‘SM Newsletter - Issue I, Vol. 1, June 2008’. Next month, name the subject line ‘SM Newsletter - Issue I, Vol. 2, July 2008’. Being consistent cannot be stressed enough.
  • Make sure the current date is included in the newsletter to avoid getting spam score points.
  • If you send your newsletter in an HTML format, make sure the MIME-Multipart is attached to it so that readers without HTML functionality can still view the e-mail in a formatted form.
  • Avoid CSS. Most e-mail clients strip it from the message.
  • Avoid complex HTML elements and graphics. Some recipients cannot see them and they take time to load.
  • Ask your readers to add you to the e-mail address white lists to ensure regular delivery of your e-mails.
  • Always verify that sites you include in your newsletter are viable, live working sites that have not been blacklisted or reported as being a spammer.
  • Monitor all of your new subscribers to make sure they are not search engine bots or spammers.
  • Ask your subscribers to verify their sign-up by confirming it. If you get no response from the subscriber, they could be a bot or may have accidentally signed up. Remove them so you are not reported as spam.
  • Finally, always test your newsletter for a spam score before sending it out so you can make any changes that might be needed.
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