We see lots of questions in the NTEN Affinity Groups about email delivery - the problems we are all having making sure that our email ends up where it's supposed to. Adam Bernstein from Electric Embers will be leading a fabulous session on this topic at the 2007 NTC, but if you're looking for a few pointers in advance, we've got them for you.
Sparklist just released this white paper about improving email delivery. If you don't want to read the whole thing, here's a short summary:
- Deliver your email from a static IP address.
- If you don't host your own email server, make sure to ask your host a few key questions. Do they screen prospective clients (to keep spammers out), and can you get a fixed IP address?
- Make sure your DNS entry is complete and correct.
- Publish an SPF record for your domain.
- Embrace your unsubscribes. It keeps your list clean and makes delivery to others more likely.
- Watch your delivery rate at particular ISPs. If a particular ISP is rejecting more email, you may want to try to tweak how email is sent to those addresses.
- Test your content to see if it will avoid the spm filters. Use the free content checker from Lyris.
- Check for legibility. If you're sending email (HTML or text) that has broken lines or is otherwise goofy looking, it's much more likely to be reported as spam.
- Use a professional email solution. Including all your recipients in the BCC field is a sure-fire way to end up in the spam filter.
- Respect the recipient. Send your lists what they want, when they want it.