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Email can be a powerful way to market your business, keep in touch with prospects, and keep engaging with loyal customers. But your emails can only be opened if they land in your contacts’ inboxes. Spam legislation and protections put in place by internet service providers and email service providers set a high bar, with the goal of protecting recipients: keeping out the bad email and letting through the email messages that are legitimate.

Successful email sending depends, in part, on a few good practices, which I’ll discuss in this post.
 
Use a spam-safe subject line. We covered subject lines in an earlier post. The key concepts are (1) keep subject lines short (spam filters don't like lengthy subject lines) and (2) avoid all-caps, lots of special characters or repetitive punctuation such as several exclamation points, and subject lines that are particularly heavy with sales-ey or promotional language. Certain words and phrases, such as ‘free’, ‘best price’, ‘cash’, and ‘no obligation’ have been blacklisted because of their association with spam.
 
Be sure the send from address and display name seem legitimate, straightforward, recognizable, and simple. For example if your company name is Wildwood Cellars, use something like "[email protected]". With spammers and scammers on the rise, a high percentage of email recipients will report an email as spam based solely on the info they see in the ‘from’ field (name and email address).
 
Have your Domain Keys Identified Mail (DKIM) key set up.
 
Domain Keys Identified Mail (DKIM) is an email authentication method designed to detect email spoofing. It allows the receiver to check that an email claimed to have come from a specific domain was indeed authorized by the owner of that domain. It is intended to prevent forged sender addresses in emails, a technique often used in phishing and email spam.The DKIM is typically configured by your IT department.
 
Mind your inactive subscribers. These are subscribers who are not opening, reading and clicking your emails. Unfortunately, they can have a detrimental influence on the reputation of your company’s domain, which directly affects deliverability rates. You might consider launching a re-engagement campaign or unsubscribe those you don’t get feedback from. Simply send an email or two asking if people want to stay on your list. You can word it in a clever way or include an offer that entices them to re-engage.
 
Despite all the years that email marketing has been around, no one has discovered a single magic formula that guarantees your emails won’t land in spam. Hopefully these tips will help you avoid spam filter triggers, preserve your credibility, and successfully reach your customers with messages they will care about.

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