Top 5 Email Deliverability Tips for 2009

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Internet Policy Institute Tells Email Senders What They Can Do to Protect and Increase Their Email Deliverability to the Inbox for the Coming Year

As the new year quickly rushes to meet us, email senders will find it harder and harder to get some of their legitimate email delivered to the inbox, says the Institute for Social Internet Public Policy (ISIPP).

"Legitimate email senders will find that their email needs to run an increasingly sophisticated gamut of spam filters, content analyzers, and URL blacklists in order to get their email delivered to the inbox rather than being put into the junk folder," explains Anne P. Mitchell, CEO of the Institute.

"Some of it the senders have no control over, but much of it they do," added Mitchell. "Whenever somebody clicks 'this is spam' on your email, it increases the odds that their ISP will start delivering your email directly to the junk folder. By focusing your email so that people are less likely to click 'this is spam', you can protect against junk folder redirection."

ISIPP offers the following five tips to help email senders increase their email delivery to the inbox, and to reduce the instances of email erroneously going to the junk folder:

1. Make sure that you only send email to people who really want it. Don't prospect or "cold call" by email. If you send email to people who don't want it, or aren't expecting it, they will mark your email as spam.

2. Use a subject line for your email that not only doesn't sound spammy, but communicates clearly what the email is about.

3. Minimize the number of links that are in your email, as well as the amount of HTML and graphics. The more real text you have compared to these other elements, the better your email deliverability is likely to be.

4. Make it very easy for the user to opt out of your mailings. Users have very short attention spans, and very high frustration flash points when it comes to email. If they can't figure out how to unsubscribe from your mailings within a few seconds, they will just hit "this is spam" instead.

5. Take care to set appropriate expectations regarding the content of your email, and how often your users will receive it, and then meet those expectations. If you send too much too often, or if the content isn't what they are expecting, your recipients are likely to mark it as spam. Conversely, if you send so infrequently that they forget that they signed up for your email, the same thing will happen.

As we ring in 2009, and with the economy on shaky ground, it's more critical than ever to make every business email message count, and to ensure that the message gets delivered. By following these five simple measures, legitimate email senders can help to ward off junk-foldering of the email they send, and in some cases can even rehabilitate their email's reputation and email deliverability with no outside help.

About ISIPP SuretyMail

The Institute for Social Internet Public Policy (ISIPP) develops and consults on Internet policies to both the public and private sector. ISIPP's SuretyMail email deliverability and accreditation service helps to ensure that legitimate email is delivered to the inbox, and not the junk folder. Available to all legitimate email senders, and requiring no email bypass or rerouting, SuretyMail currently helps more than 2 billion emails get delivered to the inbox every month. For more information see


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