- Do not use an enhanced email signature: If your email signature (your name, contact info, etc.) uses a large font, is boldfaced, or appears in a different color, this is called “shouting” in email jargon and Outlook Junk Mail filters and corporate email filters don’t like this.
- Don’t use an HTML email: These days text base emails stand a better chance at getting past junk mail and corporate email filters than HTML emails. Besides, if you’re using HTML, you’re more likely to take advantage of special fonts, invoking some of the issues noted in rule #1.
- Avoid words like “free”: It’s one of the most common words activating junk mail and corporate email filtering. It’s right up there with the prescription dysfunction drug names and other spam alert words and phrases.
- Don’t italicize, underline or use exclamation points: Again, this is a form of shouting.
- Avoid rush words or phrase: “Act now, offer good today, respond soon, or sale ends tomorrow” are all examples of rush words or phrases. This is a big red flag for filters.
- Avoid Bayesian Poisoning: Odd or complex phrasing can invoke something called Bayesian Poisoning, which appears to be an attempt to bypass Bayesian spam filtering and results in your email looking like spam. The best way to avoid this is the old, “simpler is better” rule.
- Avoid Graphics when possible: Graphics often display poorly, especially for text base email clients. When sending B2B eMarketing Campaigns, use multipart mime to ensure optimum rendering. When sending individual emails, don’t assume what you see is what they get. WYSIWYG may be true for the email you’re looking to send, but what arrives can be a completely different story. Remember all the retail advertisements you receive and the blank real-estate and little red X’s which appear everywhere? Not only can graphics create a poor look and feel, they can increase the likelihood of appearing as spam. Graphics often connote an advertisement.
Originally Posted on March 26, 2015 by John Scranton