Delivering the HAM! Avoiding the SPAM… Filter?

How often do you send out a mass e-mail, only to have half of the recipients not receive it to their inbox? Or worse - to have everyone but that ONE ever-important client receive it! The proverbially-dreaded lost e-mail, a communications nightmare. Spam, one of the most vexing e-mail issues, is at its root, also one of the simplest to avoid – if you follow the steps outlined below.

First let’s make a simple distinction.

Spam is the classification for the e-mails you want to avoid, and generally are considered unsolicited bulk commercial e-mails – Viagra ads, for example. Not peddling discount Viagra? Don’t think just because of that, that your e-mails are safe from the clutches of spam filters, as the definition of ‘unsolicited bulk commercial e-mails’ is relatively liberal, and can encompass much more than your run-of-the-mill spam e-mails. Your e-mail’s content can still very well fall under this end of the spectrum if you don’t adhere to the guidelines mentioned later.

Ham is the classification for any e-mail that is “generally desired and isn’t considered spam.” - Guido Schryen. These types of e-mails run the gauntlet from an acceptable albeit simple one-liner like, ‘How’s it going today?’ to lengthy monthly newsletters and other forms of drip campaigns.

Now let’s look at some simple ways to improve the likelihood that your e-mails are considered HAM and not SPAM:

Avoid spam triggers such as needlessly writing words and phrases in ALL CAPITALS and overuse of punctuation, such as multiple exclamation points (!!!!). Abnormally large font sizes are another common trigger, if you need to emphasize a word or phrase, enlarge the font up to +3 at most from the default font size. The use of a background colour or embedded image can certainly make your e-mail have a greater visual impact, but it can also be the culprit for why some of your e-mails aren’t getting through! By eliminating these unnecessary cosmetic additions, you’re crafting a spam-filter-friendly e-mail that is sure to reach all of its intended recipients.

Send from a consistent e-mail address, as it helps develop your e-relationship with the recipient, increasing the chance you’ll be added to their Address Book, which ensures e-mails are directed to the inbox and out of spam filters. Avoid using “Hello,” or posing questions in the e-mail subject line; use a concise sentence related to the e-mail’s main topic. Other common mistakes include using HTML tables with thick borders, or using multiple font colours – black is the safest colour to write in – if you must use additional colours, keep the selection to a minimum. Avoid linking to I.P. addresses; instead link to domain names, i.e. RealWebSolutions.com opposed to 65.110.161.221.

My final thoughts on the matter are that if you take a bit of time to craft your e-mail, use a Spellchecker and don’t neglect the principals above, you will see a dramatic increase in the successful delivery of e-mails sent to your contacts. Realistically, the steps outlined in this blog aren’t too demanding to follow, so don’t get lazy! Otherwise your e-mail campaigns will suffer.

Authored By: Bryan Coughlin, Client Relations