By Chip HouseVice President, Marketing Services, ExactTargetBlog: http://etdeliverability.typepad.com
Chris asked me the best way to make sure your mail doesn’t look like spam. Well, first, you should make sure it isn’t spam. You can do so by getting explicit opt-in permission. Then, the next best thing you can do is avoid things that make your email look like spam. Of the 15,825 spam emails I’ve received in my personal email account in the past week (really), they all violate one (or all) of these five guidelines:
Keep the “from” address consistent. It shouldn’t change every time you do a mailing. There’s nothing wrong with maintaining different “from” addresses for different newsletters. But if you change your address with every send, it won’t do any good for recipients to add you to their address book. You’re denying recipients the opportunity to whitelist you.
Is the message clearly from your company? Are the recipients going to recognize the person or company in the “from” address? If you’re not sure, you could have a problem. A lot of spam has forged “from” addresses that try to look like you’re receiving a one-to-one email. Make sure the “from” address and subject line work together to clearly indicate you and your brand.
Don’t tell people your mail is not spam. If they remember you, they’ll know it’s not spam. If they don’t remember you, they’ll think you’re lying. If you do this, your mail is going to be junked MORE often because you just made your message ...