Content filtering is a major factor often used to determine what emails make it to the inbox. The term “content filtering” refers to software applications that email administrators use to help identify and eliminate unwanted email messages that may be spam. These applications scan through the content (text) of a message, looking for words and phrases that the software has been set to recognize as suspicious.

Popular content filtering software like Bayesian and SpamAssassin utilize long and continuously updated word and phrase lists that serve as a scoring system for email messages. Every time the software finds a match for a word or phrase, it creates a number value that gets added to a tally of values for the entire message. If the final score reaches a pre-determined threshold, the email gets trapped and isn’t delivered.

On the other hand, the software also attempts to recognize “good” words and phrases in a message and will assign a negative score, which gets subtracted from the final tally.

While this sounds daunting to those of us who are simply trying to send newsletters to our subscribers, it’s not that difficult to exercise some simple content strategies in order to help the mail get through.

Listed below are some of the most important (high-scoring) triggers for content filtering software. While no single word or phrase is likely to trap your mail, combinations or repetitive use will increase the risk.

The "From" Field

Avoid using a "from" email address that contains numbers and always use a name or company name (anything but an email address really) in the sender’s name field.

Subject Line

The subject line for your newsletter is a very sensitive area for triggering content filters. Additionally, the subject line is also a great place to acquire those “negative” points that help lower your filter score. For instance, using all caps, exclamation points, question marks, quotation marks, or dollar signs typically will add points onto your score. And, of course, the almighty “Free” is perhaps the most important word to avoid in the subject line.

Negative points are typically awarded if you include the words “news” or “newsletter,” and also for adding date, month, volume, or other verbiage describing the frequency of the newsletter in the subject line. These awards are in place to help identify real email newsletters.

Message Body

Some common trigger items that you might want to avoid include:

• Use of “click here” or similar “click” phrases, especially when in all caps. (Note: eNews Builder by default uses “Full Story” for links that lead to article pages.)
• Use of “Dear (somebody)”
• Excessive verbiage describing why you are receiving the mail, e.g. “You’ve received this message because you subscribed to…”
• Excessive verbiage about how all removal requests will be honored.
• “Special Offer,” “Winner,” or similar hard-sell advertising type phrases.
• Use of the word “remove.”

The Bottom Line

As stated above, no single instance or light use of trigger words and phrases is likely to trap your newsletter, but it’s important to be aware of the big picture and how instances can add up over the entire message.

Also note that since eNews Builder sends only the cover page of a newsletter via email, when you use our service, you need not worry about the article pages that a recipient would click through to read.