StreamSend releases email analyzer data: 12 things not to do


StreamSend, a leading email marketing software provider, has used its Email Analyzer feature to name the top email “spam” features that block businesses from boosting their legitimate email deliverability.

Marketers have learned that maintaining good lists and sending practices isn’t enough. Often, business e-mailers send their messages to willing recipients without realizing that their email format may mistakenly trigger spam alerts by internet service providers (ISPs), which may block all further communications from that sender.

StreamSend uses Email Analyzer to solve that problem for its clients, and has identified these top twelve spam warnings to keep your emails deliverable and your ISP mailing reputation in the clear:

1.    Concentrate on your message.
Use smart subject lines and consider the preview pane. And make sure that subject line represents your email’s content: readers don’t like to be tricked into opening an email message.

Capital letters in the subject line and email content are thought of as the Internet equivalent of shouting. You would never shout at a prospect so do not shout at your email list subscribers.

3.    Skip all those exclamation marks!!
If something sounds too good to be true, the junk mail filters probably agree. Do not claim a “once in a lifetime opportunity!” and other grandiose offers.

4.    Does it pass the read test?
A good litmus test for a subject line and for email copy writing in general is does it past the read test? If you read it out loud does it sound even vaguely how you would talk to the customer over coffee? Here are some key words to skip: Urgent, money back guarantee, and why pay more?

5.    Watch the ratio of text to image area.
Never send out an email that is one giant image. The filters will likely filter it, but even if it gets to the Inbox, the recipient will have no enticement to turn on images. A good balance is 60% text and 40% graphics. Remember that text which is part of an image doesn’t count.

6.    Quit the cash talk.
While discussing money is unavoidable, try to avoid excessive mentions of money in your emails as the spammers and scammers have made that hard to get through.

7.    No Neon.
We have all seen emails with red font, flashing objects, etc. Keep it simple to maximize your chances of getting into the Inbox.

8.    Keep your address consistent.
Ask list members to add that address to their address book or contact list. Never use a ‘no-reply’ or ‘do-not-reply’ in the ‘From Address of non-transactional messages

9.    Include both text and html parts.
Some spam filters can count it against you if you do not have both an HTML version and plain text version of your message.

10.    Show Your I.D.
Many ISP’s will use SPF records (Sender Policy Framework) to verify that the mail is actually coming from who claims to be sending it. SPF records, included in the senders’ DNS, have become a key tool in preventing ‘from address’ forgery.

11.    Keep it simple.
Keep your HTML code simple. Use a table based layout with inline styles, and always specify margins and spacing.

12.    Look out for guilt by association.
Including third-party links from other organizations can cause delivery problems if those links are associated with past spam messages.

“As more and more businesses turn to email as a highly successful, cost-efficient way to build customer relationships, they run the risk of having their legitimate emails perceived as spam, and both their ISP reputations and deliverability suffer,” said Dan Forootan, president of StreamSend Email Marketing. “Email Analyzer lets those businesses specifically determine their messages’ deliverability before sending by identifying characteristics like these and maximizing their email results.”

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emailexpert is published by Andrew Bonar, the founder of the company Deliverability which is incorporated in Australia, Hong Kong and the United Kingdom. Deliverability has included Dotmailer, GetResponse,, SendLane and other ESPs as clients. Having launched his first website in 1990, he went on to become the co-founder of @POBox UK in 1993, a free email address provider, possibly the first in the world. Thereafter launching Cheapnet which became the longest running privately owned ISP in Europe before launching the first privately owned online payment gateway in the UK: Ebanx. Andrew has consulted to some of the worlds biggest senders including Amazon, Mondelez and Nestle. 2012 in his role as Global Deliverability Director at Emailvision was the first time he oversaw the delivery of more than 100 Biillion messages in a single year. Since that time he has provisioned consultancy or performed leadership roles at some of Australia's most successful tech companies. Including Campaign Monitor, and Kogan. With 21+ years of industry experience, Andrew is widely recognised as a leader in the field of message sending, deliverability and compliance. He currently resides in the Harbour City of Sydney and continues to serve as an independent consultant at organisations throughout Europe, the Middle East, Asia Pacific and the US.