Question: What is the number one enemy of email marketers?

Answer: Spam filters

I believe the majority of those using email marketing are on the up-and-up. They're people like you and me - small business owners and independent professionals who know the importance of building relationships with their prospects and clients. They also know that an ezine is a great small business marketing tool and one of the easiest and cheapest ways to build a big prospect list.

But the one battle we all face is deliverability. How can you ensure your ezine, which is an important small business marketing vehicle, will actually get through to your readers and not get trapped by sensitive spam filters?

(1) You must be familiar with the common spam trigger words.

Find out the words and phrases that trigger SPAM filters and avoid them at all costs if you want your message to get through.

(2) Always run your email messages through a spam checker before sending them out.

Even if you're writing to avoid spam trigger words, there may be phrases or words in your message that can be problematic. By running your messages through a spam checker you have an opportunity to edit out these problem words or phrases. If your email marketing program doesn't offer a spam checker, search online for one - there are free, web-based services available.

(3) Ask your subscribers to add your email address to their white list or address book.

This will increase the chances of your ezine getting through to them and not getting stuck in a well-intentioned spam filter.

(4) Use your name and/or company name in the "From" line.

Your subscribers will recognize the email is from you AND if they've added you to their address book or white list, your ezine has a greater chance of being successfully delivered and being opened.

(5) Include the name of your ezine in the Subject line.

Once again, this helps with recognition. Even if your ezine gets through your subscribers' spam filters, if they don't immediately recognize it as your ezine, they could delete it, or not take the time to open and read it.

If you're using email marketing as one of your small business marketing tactics, it's important to stay up on the latest technology and information about spam and deliverability. If you do, odds are you'll be able to count on your ezine as a valuable marketing tool for your small business for years to come.

(C) Copyright 2006 Debbie LaChusa, 10stepmarketing