In an online discussion today, Bill Pease with Convio wrote a great overview of how email messages get marked as spam and how you can avoid having yours consigned to that awful fate. Basic message: just as in high school, a Bad Reputation means trouble. Bill’s kindly allowed me to reprint his comments, so let’s geek out on email for a few minutes.
Here’s my take on various spam scoring systems:
1) Unless your organization’s email content regularly involves
commercial-sounding language (e.g., you are selling products in an
estore, or promoting services provided by affinity marketers),
content-only spam scoring systems are of relatively limited utility.
Content characteristics are generally a minor component of the
commercial or ISP filtering systems that control access to most of your
supporters’ inboxes. Given that, there is not a lot of ROI on the
effort required to tweak messages to avoid the key words or graphical
features that content-only systems identify as “spammy.”