Emails: No one likes a spam artist

We create well over 200 HTML emails a year. And each time we have to check that we’re not going to be beaten by the spam filter. The following pointers might seem obvious but they’re often overlooked: Less is more, don’t write too much, and avoid too many images. Avoid exclamation marks, capitals and hard sell lines. Use the same familiar name in the ‘from’ field. Always have a plain text version (with the same words as the HTML). Test on different web browsers and email applications. (Once you have a solid template you’ll have less to re-do each time). Only send to opt-ins. And that’s for starters…