Menturion

That’s Not Spam, That’s My Newsletter! By Jessica Albon

Copyright 2003, The Write Exposure

For those of us who receive way too many unsolicited emails, Spam filters are a blessing. Switch to the publisher’s side of the desk, though, and Spam filters can become problematic.

Before you can keep your opt-in newsletter out of the Spam filter’s reach, you have to learn a little about the kinds of Spam filters available. Currently, options range from those installed by an ISP, like Spam Assassin, to those that run with another program, like Microsoft’s Outlook, as is the case with cloudmark’s SpamNet. Spam Assassin uses a point system to determine whether or not a piece of email is Spam. The more points a particular email collects, the more likely it is to be Spam. SpamNet not only filters based on key words (free!, for instance), but also allows users to submit Spam to then be blocked for other users. Most Spam filters use some sort of blacklist of known Spammers to block emails.

The other component you’ll need to be aware of is the blacklist. As mentioned, most of the available Spam filters use one or more of these collections of email addresses and domain names that send out a lot of Spam. Blacklists are primarily compiled by volunteers. In other words, you mail them the Spam you receive in your inbox, they take a look at it and then decide whether or not to add the sender to their list.

Because Spam filters have both a computer component (such as the points system used by Spam Assassin), and a human component (such as the blacklists and the new system from SpamNet), you’ll need to make sure your newsletter doesn’t raise flags in either camp. Here are some suggestions for avoiding problems.

So your newsletter convinces people

1. Never send your newsletter unsolicited, not even to current or past customers (it’s easy enough to ask them if they’d like to be subscribed with a personal email). In fact, it’s a risk even to send your newsletter to a list you’ve purchased no matter what you’ve been told about the intent of the list’s subscribers-can you be sure all of the subscribers expected to receive your email on widgets just because they checked a box saying they were interested in widgets? This will help keep you off the “blacklists” that are available to Spam filters.

2. Provide what you say you will, when you say you will. Don’t mislead your audience at the subscribing stage and don’t send out emails with manipulative subject lines. Not only is this not good for your reputation, but it may also trigger common Spam filters.

3. Don’t type all in caps. A hallmark of the Nigerian Bank Scam, typing all in caps isn’t just rude; it may get your newsletter forwarded to a blacklist. Additionally, make sure to capitalize the beginnings of your sentences and otherwise use professional grammar and punctuation. An unprofessional email may be more likely to arouse the suspicions of your readers.

4. Leave them wanting more. If your newsletter is really, really valuable, subscribers who don’t get it will miss it. Some ezine publishers have found their ezines are so popular, people who stop receiving the emails actually complain.

5. Make your policy clear. Tell readers how to unsubscribe at your website and in your newsletter. Let them know whom to contact if they have any trouble. And, of course, make sure to follow through immediately.

So your newsletter convinces the computer

6. Steer clear of subject lines that scream SPAM! Words like “free,” “limited time,” and “money” often trigger Spam filters. Take a look at the Spam in your own inbox for examples of words not to use.

7. Offer directions for “subscribing” and “unsubscribing.” Spammers often use the word “remove” in their emails, so you’ll want to avoid it at all costs. Plus, in some Spam filters, you actually lose points (the fewer points, the less likely an email is Spam) when you offer subscribing and unsubscribing instructions.

8. Send it from a reputable domain name, or better yet, your own. Free email addresses are often used heavily by Spammers, so you’ll want to stay away from them if at all possible.

9. Don’t send attachments. Most email readers regard attachments with suspicion anyway and the attachment may trigger Spam filters set up to screen adult material. Both are good reasons to send your entire email in the body of the email. Still not convinced? Many of your readers will have limited inbox space-by avoiding attachments you won’t give them an extra reason to delete your newsletter unread.

When you keep up-to-date on the latest Spam filter technology, you may find Spam filters are actually your allies-they may mean your newsletter will have less competition in your reader’s inbox.

One challenge the ezine publisher faces is the creation of good content. Every issue must contain something of interest, something useful to the reader. Here are ten tips which will help you choose the right article to feature in your ezine weekly.

1. ASK YOUR READERS.

Ask your readers what they love most and what they dislike. Give a bonus for answers you receive. You can decide to give a bonus to the first 50 to tell you what you want. This is an effective way to know what article to feature.

2. WRITE ARTICLES.

Write articles and use article announce groups to publicize your new articles. Make it clear in your article that it may be published freely. Those who publish the article will send you a courtesy reply.

Articles that get published by great numbers of people are good. Simply use them in your ezine. Remember to add a little more spice to them.

3. FOLLOW TREND.

Tastes and values change progressively with time. You should also follow trend. Constantly look out for what is new. While retaining the focus of your ezine, add dynamism by following trend.

Use articles that provide dynamism.

4. PARTICIPATE IN DISCUSSION FORUMS.

Discussion forums are helpful in helping you choose the right article for your ezine each week. Visit these forums and watch the questions asked. Watch also the answers posted. You will be able to determine what topics are hot.

Go out, search for articles on these topics or write on them and you will have great content.

5. TITLE, CONTENT AND AD HARMONY.

Articles that you publish must harmonize with your ezine content for each issue. So should the title. There should also be harmony with the ads you place.

If the focus of your article for the week is how to turn prospects into customers, an ad selling cleaning agents would not be effective.

Work on the harmony of your content. Choose articles that go along with every other thing.

5. PRACTICALITY.

Articles that tell “how” have an effect on readers. It puts them in a mood that will get you really started. I must say it aloud. The reason why you are giving content is to make sales.

“How to” articles make the reader want to click your ads once it harmonizes with the article.

6. DEMOGRAPHIC.

If your ezine has an effective feedback mechanism, you should know who your readers are.

Choose only articles that harmonious with your reader’s interest.

7. DETAIL.

I don’t know about you, but I like detail. Articles that give information would do just fine.

8. AUTHENTICITY.

Always determine the authenticity of articles you intend to publish. What I mean is try and think on it. Are the principles and logic stated in the article sound?

Articles which pass this test are good enough for your ezine.

9. THE 30SECONDS TEST.

If the article does not sustain your interest (attention) for the first 30seconds (or maximally 60seconds) forget it. Find another article.

You want to sustain your reader’s interest so watch out!

10. LANGUAGE.

Look for articles that are written in plane easy to understand language. The last thing you want is to get your reader confused.

C. Oluwafisayo Akinlolu 2003

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Anyone may republish this article as long as the resource box is included. A courtesy copy of published material should also be sent to me. If published at a website, the website should be made known.

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Oluwafisayo is the publisher of Inbusiness4profit. A weekly newsletter which exposes tips and strategies for profits in business. Click http://server.com/webapps/mail-list-subscribe.cgi?id=65509 to subscribe.

He is also giving away The Secrets of Interent Millionaires Bundle, worth over $500. Click http://www.quickinfo247.com/7767817.204/sim to find out more.

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