- Don’t violate the CAN-SPAM Act.
You should always identify advertisements as such, list your official business address in the email, provide an opt-out link, and avoid deceptive subject lines to stay compliant. (See more on the CAN-SPAM Act.)
- Don’t send your emails to a distribution email account.
These include addresses such as “email@example.com” and “firstname.lastname@example.org.” Recipients are likely to mark your messages as spam.
- Avoid common words and phrases that can trigger spam filters.
Free, guarantee, click, save, bonus, etc. have at one time or another triggered filters. See number 10 in the previous list for what words might be triggering spam filters these days.
- Refrain from using too many links.
Exercise some discretion when adding links to your emails. If the link doesn’t provide clarity or add value to the reader, don’t include it.
Many email clients don’t support them, not to mention the issues with mobile rendering.
- Avoid embedded content and attachments.
Offer forms and other content via a hyperlink instead. It’s okay to include images in your email as long you maintain a high text-to-image ratio and the files aren’t too large.
- Don’t send emails to addresses that have bounced in the past.
Repeatedly sending to these contacts can get your IP address blacklisted.