You can’t build a profitable list unless your emails reach your subscribers’ inboxes. To prevent your emails from ending up in your subscriber’s spam folder, you’ll need to know how spam filters work.

The most widely used spam filter is Spam Assassin. Spam Assassin uses a points system to determine if an email is marked as spam or not. The points an email earns are based on words and/or phrases contained in the email that are considered spam. The more points an email gets, the more likely Spam Assassin will consider the email to be spam.

PLEASE NOTE: You may want to search emails that end up in your spam folder for words that trigger an email as spam.

Spam filters also classify an email as spam if it was sent by a known spammer. Most spam filters use one or more blacklists consisting of email addresses and domain names that are known to send a lot of spam. These blacklists are compiled by volunteers from emails sent to them. The volunteer looks at the email and decides whether or not it is spam, and if so, adds the sender of the email to their blacklist.

Spam filters use a computer component (such as the point system used by Spam Assassin) as well as a human component (such as blacklisting). So you’ll need to make sure that your messages don’t raise red flags in either of you.

One way to bypass spam filters is to place a character such as a period or asterisk in a word known as spam. For example: FR.EE

Here are some suggestions when writing your email messages:

• Don’t use profanity. Even one instance of profanity in your messages can be enough to activate your email as spam. Besides which, you may offend your subscribers if you use profanity. Also, using profanity will make you look unprofessional and will probably cost you subscribers.

• If you are discussing financial or business matters, be very careful. Spammers frequently send emails containing “get rich quick” schemes. If you talk about anything related to finance or business, choose your words carefully. You may want to consult a list of known spam words and/or phrases for those that are considered spam.

• Avoid any mention of genitals or breasts. Emails promoting genital enhancement or breast enlargement products are known spam emails.

• Do not offer any guarantees. Even a simple statement like “I guarantee it!” will be considered spam.

• Do not make any reference to checks that may or may not be in the mail.

• Stay away from subject lines that contain words known as spam. Words like “free,” “limited time,” and “money” often trigger spam filters.

• Do not describe anything in the body of your email as “free.” Also stay away from “limited time offer,” “money,” or any other phrase that has to do with making money.

• Do not abuse the exclamation marks. One or two per email is more than enough. Use a single exclamation point at the end of a sentence, not multiple.

• Avoid greetings such as simply saying “Hello.” Most autoresponder services allow you to address your subscriber by name. Always use this feature as it makes your email more personal.

• Create a detailed and personalized subject line. Again, most autoresponders have a feature that allows you to address your subscriber by name in the subject line.

• Never use the word opt out, particularly with the words “in” or “out.” This is a known spam trigger.

• Provide “subscribe” and “unsubscribe” instructions. Many times, spammers use the word “remove” in their emails, so use “unsubscribe” instead. Also, if you offer opt-in and opt-out instructions, some spam filters will deduct points from your spam score.

• Send your messages from a reputable domain name, preferably your own. Free email addresses like Yahoo!, Hot Mail, etc. they are often used by spammers. So avoid sending your messages from these email addresses. Also, it looks very unprofessional if you use a free email address to send your newsletter.

PLEASE NOTE: The only exception is emails sent using Gmail. This is possibly because Gmail is a Google company.

• Do not send attachments with your messages, as an attachment can trigger spam filters. If you want your subscriber to receive a bonus, a special report, etc., set it to download.