I started regularly designing and sending emails to QLogitek's subscriber community over the last 12 months. Since then I have reduced the our average bounce rate from 11% to 2.2 %. The reported industry average bounce rate for email campaigns according to Mailchimp and Verticalresponse is 10-20% . So it is fair to say I am doing some right things.
Here are things I do and dont do when it comes to email marketing (to avoid email black holes).
- I read and understand how spam filters work. One excellent source is Apache's Spam Assassin project.
- I pay attention to the emails that end up in my junk email, to avoid doing what they do.
- Follow good HTML coding practice. Especially avoid converting word docs to HTML. If you want a good guide try the W3School.
- Avoid phrases in the email that bring you penalty points. The common penalty phrases capitalized "CLICK HERE!" or "FREE! BUY NOW!." There is no definite set of phrases that I have come across. If you know any resource please do share it.