Thats not SPAM, Thats My Newsletter!
| Category: Newsletters/Newsgroups | Date: 2003-09-04 |
For those of us who receive way too many unsolicited emails, Spam filters are a blessing. According to Maria Gracia, Publisher of Get Organized Now! (http://www.getorganizednow.com), "filters are powerful tools for keeping one organized." Switch to the publishers side of the desk, though, and Spam filters can become problematic.
Before you can keep your opt-in newsletter out of the Spam filters reach, you have to learn a little about the kinds of Spam filters available. Currently, options range from those installed by an ISP, like Spam Assassin, to those that run with another program, like Microsofts Outlook, as is the case with cloudmarks SpamNet. Spam Assassin uses a point system to determine whether or not a piece of email is Spam. The more points a particular email collects, the more likely it is to be Spam. SpamNet not only filters based on key words (free!, for instance), but also allows users to submit Spam to then be blocked for other users. Most Spam filters use some sort of blacklist of known Spammers to block emails.
The other component youll need to be aware of is the blacklist. As mentioned, most of the available Spam filters use one or more of these collections of email addresses and domain names that send out a lot of Spam. Blacklists are primarily compiled by volunteers. In other words, you mail them the Spam you receive in your inbox, they take a look at it and then decide whether or not to add the sender to their list.
Because Spam filters have both a computer component (such as the points system used by Spam Assassin), and a human component (such as the blacklists and the new system from SpamNet), youll need to make sure your newsletter doesnt raise flags in either camp. Here are some suggestions for avoiding problems.
Human Tips
1. Never send your newsletter unsolicited, not even to current or past customers (its easy enough to ask them if theyd like to be subscribed with a personal email). In fact, its a risk even to send your newsletter to a list youve purchased no matter what youve been told about the intent of the lists subscribers-can you be sure all of the subscribers expected to receive your email on widgets just because they checked a box saying they were interested in widgets? This will help keep you off the "blacklists" that are available to Spam filters.
2. Provide what you say you will, when you say you will. Dont mislead your audience at the subscribing stage and dont send out mails with manipulative subject lines. Not only is this not good for your reputation, but it may also trigger common Spam filters. Cathy Stucker, publisher of Bright Ideas (www.idealady.com), advises sending your newsletter with the newsletters name as the beginning of the subject line, saying, "Subscribers recognize [the newsletter], and it makes it easy to keep issues together."
3. Dont type all in caps. A hallmark of the Nigerian Bank Scam, typing all in caps isnt just rude; it may get your newsletter forwarded to a blacklist. Additionally, make sure to capitalize the beginnings of your sentences and otherwise use professional grammar and punctuation. An unprofessional email may be more likely to arouse the suspicions of your readers.
4. Andy Birol, of Birol Growth Consulting (www.andybirol.com),
suggests maintaining credibility is also crucial, saying if "the audience, sees you as credible and your message as truly adding value, [then] you will have people who choose to get it." Some ezine publishers have found their ezines are so popular, people who stop receiving the emails actually complain.
5. Make your policy clear. Tell readers how to unsubscribe at your website and in your newsletter. Let them know who to contact if they have any trouble. And, of course, make sure to follow through immediately.
Computer Tips
5. Steer clear of subject lines that scream SPAM! Words like "free," "limited time," and "money" often trigger Spam filters. Take a look at the Spam in your own inbox for examples of words not to use.
5. Offer directions for "subscribing" and "unsubscribing." Spammers often use the word "remove" in their emails, so youll want to avoid it at all costs. Plus, in some Spam filters, you actually lose points (the fewer points, the less likely an email is Spam) when you offer subscribing and unsubscribing instructions.
6. Send it from a reputable domain name, or better yet, your own. Free email addresses are often used heavily by Spammers, so youll want to stay away from them if at all possible. If your host doesnt offer mailing list capabilities, Maria suggests Sparklist.com. You may also find ConstantContact.com to be effective.
7. Dont send attachments. Most email readers regard attachments
with suspicion anyway and the attachment may trigger Spam filters set up to screen adult material. Both are good reasons to send your entire email in the body of the email. Still not convinced? Many of your readers will have limited inbox space-by avoiding attachments you wont give them an extra reason to delete your newsletter unread.
When you keep up-to-date on the latest Spam filter technology, you may find Spam filters are actually your allies-they may mean your newsletter will have less competition in your readers inbox.
Do you want your newsletter to look just like your competitions? Of course not! Thats why you need The Write Exposure; theyll design a newsletter focused on your USP. Visit their website at: http://www.designdoodles.com today.
Jessica Albon (c) 2002
About the Author
The Write Exposure helps businesses attract and retain customers with powerful newsletters. For more information on The Write Exposures services visit designdoodles.com
albon@ixpres.com
http://www.designdoodles.com
Before you can keep your opt-in newsletter out of the Spam filters reach, you have to learn a little about the kinds of Spam filters available. Currently, options range from those installed by an ISP, like Spam Assassin, to those that run with another program, like Microsofts Outlook, as is the case with cloudmarks SpamNet. Spam Assassin uses a point system to determine whether or not a piece of email is Spam. The more points a particular email collects, the more likely it is to be Spam. SpamNet not only filters based on key words (free!, for instance), but also allows users to submit Spam to then be blocked for other users. Most Spam filters use some sort of blacklist of known Spammers to block emails.
The other component youll need to be aware of is the blacklist. As mentioned, most of the available Spam filters use one or more of these collections of email addresses and domain names that send out a lot of Spam. Blacklists are primarily compiled by volunteers. In other words, you mail them the Spam you receive in your inbox, they take a look at it and then decide whether or not to add the sender to their list.
Because Spam filters have both a computer component (such as the points system used by Spam Assassin), and a human component (such as the blacklists and the new system from SpamNet), youll need to make sure your newsletter doesnt raise flags in either camp. Here are some suggestions for avoiding problems.
Human Tips
1. Never send your newsletter unsolicited, not even to current or past customers (its easy enough to ask them if theyd like to be subscribed with a personal email). In fact, its a risk even to send your newsletter to a list youve purchased no matter what youve been told about the intent of the lists subscribers-can you be sure all of the subscribers expected to receive your email on widgets just because they checked a box saying they were interested in widgets? This will help keep you off the "blacklists" that are available to Spam filters.
2. Provide what you say you will, when you say you will. Dont mislead your audience at the subscribing stage and dont send out mails with manipulative subject lines. Not only is this not good for your reputation, but it may also trigger common Spam filters. Cathy Stucker, publisher of Bright Ideas (www.idealady.com), advises sending your newsletter with the newsletters name as the beginning of the subject line, saying, "Subscribers recognize [the newsletter], and it makes it easy to keep issues together."
3. Dont type all in caps. A hallmark of the Nigerian Bank Scam, typing all in caps isnt just rude; it may get your newsletter forwarded to a blacklist. Additionally, make sure to capitalize the beginnings of your sentences and otherwise use professional grammar and punctuation. An unprofessional email may be more likely to arouse the suspicions of your readers.
4. Andy Birol, of Birol Growth Consulting (www.andybirol.com),
suggests maintaining credibility is also crucial, saying if "the audience, sees you as credible and your message as truly adding value, [then] you will have people who choose to get it." Some ezine publishers have found their ezines are so popular, people who stop receiving the emails actually complain.
5. Make your policy clear. Tell readers how to unsubscribe at your website and in your newsletter. Let them know who to contact if they have any trouble. And, of course, make sure to follow through immediately.
Computer Tips
5. Steer clear of subject lines that scream SPAM! Words like "free," "limited time," and "money" often trigger Spam filters. Take a look at the Spam in your own inbox for examples of words not to use.
5. Offer directions for "subscribing" and "unsubscribing." Spammers often use the word "remove" in their emails, so youll want to avoid it at all costs. Plus, in some Spam filters, you actually lose points (the fewer points, the less likely an email is Spam) when you offer subscribing and unsubscribing instructions.
6. Send it from a reputable domain name, or better yet, your own. Free email addresses are often used heavily by Spammers, so youll want to stay away from them if at all possible. If your host doesnt offer mailing list capabilities, Maria suggests Sparklist.com. You may also find ConstantContact.com to be effective.
7. Dont send attachments. Most email readers regard attachments
with suspicion anyway and the attachment may trigger Spam filters set up to screen adult material. Both are good reasons to send your entire email in the body of the email. Still not convinced? Many of your readers will have limited inbox space-by avoiding attachments you wont give them an extra reason to delete your newsletter unread.
When you keep up-to-date on the latest Spam filter technology, you may find Spam filters are actually your allies-they may mean your newsletter will have less competition in your readers inbox.
Do you want your newsletter to look just like your competitions? Of course not! Thats why you need The Write Exposure; theyll design a newsletter focused on your USP. Visit their website at: http://www.designdoodles.com today.
Jessica Albon (c) 2002
About the Author
The Write Exposure helps businesses attract and retain customers with powerful newsletters. For more information on The Write Exposures services visit designdoodles.com
albon@ixpres.com
http://www.designdoodles.com
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