11 Strategies to Avoid Getting Your E-Newsletter Caught By Filters

1. Research your e-newsletter service provider. This has implications for all of your e-touches. Make sure your service provider is on the white list (protected list) of personal e-mail service providers such as AOL, Hotmail, Gmail and Yahoo! — to name a few — so your messages will get through.

2. Only send your e-newsletter to those who opt in. Schwartz says a single opt-in process is essential (actually, a legal requirement). You can’t just add people’s names to an e-newsletter subscriber list. A double opt-in policy is even better and prevents spammers from registering for your e-newsletter. When people subscribe to your e-newsletter, send them an e-mail that includes a link that they must click on to confirm their subscription.