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In this section of the course I explain email filters and how to avoid them as often as possible. Actually, email filters aren't always negative. Some people set up filters to sort emails into different folders to keep their emails organized. The filters you want to avoid are the types that sort emails into a junk or spam folder. Some junk filters are set by users who want to block attachments, profanity, or specific senders. But most filters are set by email companies that want to protect their customers from malicious content, spam, and other unwanted emails.
To steer clear of as many automatic spam filters as possible, you should first check your email content for anything that shares the characteristics of a typical spam email. Examples include subject lines with all capital letters, attachments, and profanity, or certain words that are common in spam emails. Spam emails and legitimate emails often share similar characteristics, so I recommend using an email service provider with a spam check feature that scans the content of your email for spam-like content.
If you don't use an email service provider with a spam check feature, check your junk or spam folder once in a while to see what techniques the spammers are using to get their emails delivered and then avoid copying those tactics in your own emails. Avoiding spam like content is an important part of avoiding filters, but it's even more important to make sure you establish a good sender reputation with email companies like Yahoo!, Gmail, Hotmail, and AOL. Your sender reputation is made up of three things: the length of time you've been sending email from a particular server, the number of emails you've sent from a particular server, and the number of spam complaints you've received from your subscribers.
One of the best ways to make sure your sender reputation is well-established is to use a well-established email service provider to send your emails on your behalf. Email service providers with established reputations have earned their reputations through close working relationships with the email companies and by sending high volumes of emails to permission-based lists. When you sign-up for an email service, you also sign-up to adhere to their best practices and permission policies. So make sure your email list is permission-based and compliant with all of the email service provider's policies before you sign up and pay for a subscription or a software package.
Now that you know a bit more about maximizing your email delivery, it's time to take a look at maximizing the responses you receive from your emails, namely opens and click-through responses.
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