The Permission Emailer's Guide to Avoiding Filters
Table of Contents
Introduction Chapter 1: How Big Is The Problem? How Much "Good" Permission Email is Filtered? How Do You Know How Much of Your Email is Blocked? How Much Risk Does Your Message Stand of Being Filtered? How Much is Filtering Costing You?
Chapter 2: An Unfiltered Look At Filters:
Everything You Wanted To Know About Filters But Were Afraid To Ask! A Non-technical Look at the Technology of Filters The 10 Ways Spam is Caught (the technology in use) The Dirty Secrets of Filters The Dirty Secrets of Bounce Reports
Chapter 3: Who's Who In The Filter World? The Top Email Filters The Top 10 Email Services and Their Filter Choices
Chapter 4: Deliverability and Avoiding Filters 1. Email Name Acquisition and Use Varieties of permission and how they affect your filter rate Does your permission-level (opt-out vs opt-in vs double) really matter? After permission is gathered how to keep it
2. Picking a Great Broadcast Service 3. Whitelisting Whitelisting by the subscriber How to get whitelisted by ISPs and AOL
4. Structure: Optimize Your Email HTML Headers ALERT: You May Be Falsifying Headers By Mistake
Volume of email Open proxy
5. Content Words That Might Get You Filtered
6. Blacklists and Blocklists What to do if you're blacklisted?
7. Testing 8. Check Your Reply Box 9. Get Out of Jail Free Habeas Bonded Sender by Ironport Trusted Sender by Postiva
10. Third Party Deliverability Services
Chapter 5: Future Trends In Filtering Part 1. Notes from the second Email Deliverability Summit Part 2. MarketingSherpa's view on future trends in filtering AOL 9.0: Jury still out for permission emailers What you need to know about "buddy lists"
Addendum Additional data Email List Hygiene 101:
How to Clean Your List, Plus 7 Ways to Stop Names From Going Bad A. The 3 specific ways names go bad B. 7 preventative measures you can take now C. Quick notes on vendors who clean lists
Acknowledgments About MarketingSherpa
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How to Get Your Permission Email Past Filters - Handbook, 2 Audio CDs and Transcript of CDs
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