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SWOT Team: Preventing Email Bounce-Back

by Hank Stroll  |  
February 1, 2005

You've gone through a dozen steps to make sure that your newsletter isn't mistaken for spam, yet it still gets caught in the spam filters. On top of it, a recipient of your newsletter has approved your missive as "not spam," but it continues to end up in the spam folder. How do you stop all this from occurring?

What steps can you take to ensure your email newsletters get through spam filters and prevent them from bouncing back?

Have another problem that needs fixing? 200,000 "MarketingProfs Today" readers have the solution. Share your marketing challenge and receive a complimentary copy of our book, A Marketer's Guide to e-Newsletter Publishing.

This Week's Dilemma

Newsletters that bounce back

We provide helpful newsletters to our customers on how to make the most of the products they have purchased from us. Increasingly, our quarterly emails are received as spam and do not reach the customer. The reason I know this is happening is because I send the newsletter to myself and in my own inbox it's recognized as spam. The hard and soft bounce numbers are increasing. We have looked into what constitutes an email as spam and have found many ways to reduce the problem. Even though we've taken some steps to prevent this problem, some of our newsletters continue to bounce back. How can we stop our emails from being perceived as spam, or is this beyond our control?

—Westin, Direct Marketing Manager

Previous Dilemma

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Hank Stroll ( is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.

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