| Email newsletters and spam mail might exist at two | | | | proceeding. This is a technique that is basically an |
| ends of the spectrum of bulk emailing; however, they | | | | opt-in assurance of avoiding the spam filter. |
| are both subject, just like all other emails, to the | | | | Next, it is important to write the content in your mail in |
| scrutiny of spam filters. This can have radical | | | | a certain way. Knowing that the spam filter looks for |
| consequences for your business. While you may have | | | | patterns of occurrences, do not use the same set of |
| taken the positive step of sending newsletters to elicit | | | | words or phrases repeatedly; this is an incorrect style |
| business instead of sending spam, you could end up in | | | | of writing a newsletter and must be avoided. The |
| the same boat as a spammer. The problem could | | | | other step that you must take is to keep the text to a |
| fundamentally lie in the way that you are setting up | | | | minimum. Keep small paragraphs in your email |
| your emailing lists, how you send your emails, and most | | | | newsletters that have links to a website for more |
| importantly, the content that you are sending in your | | | | elaborate content. Also, use a lot of imagery that will |
| mailer. | | | | speak more than words will. |
| You need to take some time to understand spam | | | | The method you use to send the mails is also worth |
| filters before you send out a mail. Spam filters work by | | | | noting. Most spammers cut the cost of sending mails |
| using two mathematical methods, separately or | | | | by using open relay servers, which can be rear-ended |
| together. They are called Bayesian filtering and | | | | and then the users of that server will be sent a mail |
| Markovian discrimination. Bayesian filtering is a method | | | | from the spammer. Some mass mailing service |
| of identifying patterns using probability in each mail that | | | | providers can do this, so when you are initiating your |
| a recipient marks as spam. With each rejected mail, | | | | exercise, ensure that you actually invest in a server of |
| the software learns which keywords are likely to | | | | your own and mail from that server itself. The days of |
| indicate spam mail. At some point the software can | | | | internet anonymity are now a thing of the past and |
| then function on its own. Markovian discrimination uses | | | | probably only hackers dwell in the labyrinths of |
| the same technique but checks for entire phrases | | | | anonymity. |
| instead of keywords. | | | | Your subject lines are also a point to note. Keep the |
| The first step to avoiding a spam filter is to ensure that | | | | subject lines topical and sound like newsreel items. This |
| your users mark you as a safe sender this can be | | | | is not just important from a spam filter perspective but |
| done by sending a confirmation mail to the recipient, | | | | also from a perspective of the recipient being really |
| which the recipient has to mark as safe before | | | | interested in opening the mail in the first place. |