Email Delivery Guide Part 5: Writing Good Emails And Avoiding Spam Filters

Filed in Cloud Industry Insights by Ev Kontsevoy | October 11, 2012 12:00 pm

This Email Deliverability Best Practices Guide[1] was originally published by the team at Mailgun[2]. Mailgun is an easy-to-use, API-based email deliverability tool for developers which Rackspace acquired in August 2012. 

In Part 1[3], we gave an overview of how to maintain a good reputation with email service providers (ESPs) and how to host your email infrastructure if you want to manage email deliverability yourself. Part 2[4] discussed how IP addresses, sending volume, DNS and authentication affect deliverability. In Part 3[5], we looked at how to maintain email lists, bounce handling and spam complaints. And Part 4[6] covered how to handle unsubscribes when they happen, recipient engagement and whitelisting. In this fifth and final installment, we’ll take a look at how to write good emails that don’t trigger spam filters.

There are a few tricks to remember about content besides the mantra “sending something people want.” One of the things Mailgun offers our customers is the ability to set up a test mailbox at Mailgun and enable our spam filters to receive a “spamicity” score to test how your content is judged by spam filters. Absent that, here are a few tips to consider.

So that’s it. We hope that this Email Best Practices Deliverability guide will help you send better emails and make sure they are delivered — no matter which provider you use. Happy Sending!

Endnotes:
  1. Email Deliverability Best Practices Guide: http://documentation.mailgun.net/best_practices.html
  2. Mailgun: http://www.mailgun.com/
  3. Part 1: http://www.rackspace.com/blog/email-deliverability-guide-part-1-overview-reputation-and-hosting/
  4. Part 2: http://www.rackspace.com/blog/email-deliverability-guide-part-2-ip-addresses-dns-and-authentication/
  5. Part 3: http://www.rackspace.com/blog/email-deliverability-guide-managing-lists-handling-bounces-and-spam/
  6. Part 4: http://www.rackspace.com/blog/email-deliverability-guide-part-4-unsubscribe-handling-receipt-engagement-and-whitelisting/
  7. Litmus: http://litmus.com/email-previews
  8. Return Path: http://returnpath.net/

Source URL: http://www.rackspace.com/blog/email-delivery-guide-part-5-writing-good-emails-and-avoiding-spam-filters/