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providing an easy-to-use and easy-to-spot unsubscribe link, you can reduce spam complaints significantly.

==Manage Your Subject Line==

Subject line will be a huge determinant to your email's ability to get into the inbox. We've previously discussed that it's the first thirty-five to fifty characters of an email subject line that users see. The reality is that you should not write an email subject line that is significantly longer than that because the longer your email subject line is, the more likely it would be flagged as spam.

Earlier in this book, we devoted an entire section to writing subject lines. For the purposes of spam control, you'll just want to remember three primary rules:

* Shorter is better! (But not less than five or six words)
* Don't rely on words that are included in the "spam words" list in the next section of this book.
* Avoid using all caps or special characters in your email. They may end up resulting in having you flagged as spam.

You can get away with using "spam words" in your subject line if you have a great sender reputation and use them with moderation. However, if your test email goes to the spam or junk folder and you have a spam word in your subject line; your first test fix should be to remove it.

==Control the Use of Your Domain==

Because email service providers have tightened up algorithms in the recent past to track not only sender IP but also the domain name, it's important that you protect your domain name from getting a bad sender reputation. You may be running a perfectly legitimate email program, but if you have affiliate partners, advertising partners, or even malicious competitors that send mass spam messages using your domain, you could find yourself on the blacklist. How do you protect against this?

To a certain degree, you can't. After all, you can only act upon what you know, and it's possible that many anonymous people are sending email referencing your domain name as the sender. What you can do is protect against this so that you're able to stop it when it does occur and discourage it when possible?

* Be sure that your domain and company name are protected and trademarked as needed
* Be sure to include terms in any affiliate deals or advertising deals regarding the use of your brand or domain in email marketing campaigns

As a business best practice, you should want to maintain control and ownership of the use of your domain. However, this becomes even more important if you are relying in any way on email marketing as a significant part of your marketing strategy.

==Write Content that Isn't Full of Spam Words==

This rule, as well, may seem fairly obvious. However, you'd be surprised how many emails are sent daily and then end up in the spam or junk folder because they were loaded down with words like "free" or "credit." Writing content for email marketing can be a very specific process that's not different from writing for a Search Engine Optimization page in the fact that you need to write to a certain algorithm. There are many free online tools that will scan your email content and give you a score or a color-coded rating regarding the likelihood that you will be flagged as spam. While these tools are imperfect, they can give you a red flag if you are clearly in the danger zone.

The basic rule of thumb is to understand the words and types of language that most email service provider spam filters will consider likely junk mail. Then simply write in a manner that doesn't incorporate those words or style. It may mean that you need to think a little harder while writing your copy, but that effort will be worth it when you hit the inbox. After all, it doesn't matter how persuasive the word "free" would be with your subscribers if they never actually see the email.

==Avoid Emails that Are One Large Image: Minimize Images Overall==

Emails that are one large image have a high chance of being flagged as spam if you don't already have a good sender reputation. Using a large image to encompass the entire email is a frequent trick of email spammers. If the entire content of your email is in an image file, then the email spam filters have nothing to spider in terms of content and can't figure out if your message is junk or not. We've all seen emails get delivered to our inbox that are one large image. However, your deliverability chances decrease if your email is one big image. As we noted earlier, even if you hit the inbox, your conversion percentage will be decreased as well.

While images are an important part of any email template, the more images you use the more you may experience spam filter issues. If you are having a difficult time making it into the inbox, then one of the first steps you'll want to explore is to reduce the number of images in your email template.

==Minimize the Use of Red Fonts and Huge Headline Size Fonts==

Red fonts and huge headline size fonts have also been shown to cause spam filter issues, though not as frequently as many of the other issues noted here. As a general rule, it's just a better idea to avoid using red fonts (pick an off-red color), huge headline fonts of more than sixteen pixels or a combination of both. There are plenty of design options that still give you great flexibility without using those font sizes and colors.


==Summary: It's Not that Hard to Avoid Being Flagged As Spam==

While getting into the inbox instead of the spam or junk folder often seems to be one of the biggest challenges of email marketing, the truth is that it's just not that hard. The single best solution will be to use an outsourced email marketing provider such as Comm100 so that you don't have to devote a team of experts to managing your sender reputation. Regardless, the simple solution is to use a good quality list of authorized contacts, create quality email that doesn't read or look like spam and then provider users with content and offers that they will actually care about so that they don't mark you as spam, unsubscribe from your email, or just stop opening your emails.