Avoid Being Marked as Spam

Marketers, companies and ISPs are all affected by spam. Spam now represents over 80% of all email. It erodes trust in the email channel.

How spam filters work and how to get around them

They scan the subject line and content of email for trigger words and phrases that characterize spam. Essentially, they assign points for each match against their spam rules. The higher the point score - the more likely the message will be blocked or filtered. For example: subject lines with

• All CAPS or !!!
• "Dear Friend" in the salutation
• "click here"
• "limited-time offer"
• "no risk" - even in the body

Pre-check messages with a content filter tool.

Filters also look at HTML code. Watch your image to text ratio. Clean up comment tags. Use an HTML validation tool. Note: B-to-B recipients - Business email addresses are much more likely to be filtered.