This article will provide you with 5 major technical points that you should ensure that your ISP or whom ever is handling your bulk mail outs are set to, if these 5 factors are not correctly set then your email campaigns might not be reaching your intended audience and being sent directly to their SPAM folder (if your even lucky enough for it to be delivered that far.)
Use a constant IP Address
When sending out bulk email is it important to ensure that this email is coming from a consistent IP address, why do you ask? Well if the emails appear to come from various IP addresses for the one domain then mail servers start to assume that addresses are being spoofed and start incorrectly flagging the email as SPAM.
Reverse DNS Entry
For those that understand DNS, well simply ensure that you have a corresponding reverse DNS to match your forward DNS lookup, for those that don’t completely understand it, in its most basic form of what this does is; simply translating from a hostname to an IP address, this is technically referred to as a ‘forward DNS look up’. There is a second type of DNS look up which is commonly referred to as a reverse look up, which is not surprisingly, the exact inverse of a forward lookup. I.e., translating an IP address to a host name
Use the same Domain in your ‘From’
this one really speaks for its self, when you are send out a mail out, providers or software that enable you to send your mails outs always provide you with a a ’From’ field, here simply ensure that the email address ends with the same domain its being send from, for example, I was going to sending an marketing campaign from my website www.gentex.com.au , I would then use a from firstname.lastname@example.org email address, info is also a VAILD email address, this is also an important factor.
Create a SPF Record
SPF again is DNS related, SPF stands for ‘Sender Policy Framework’, this has been introduce in the not so distant past. SPF works by setting an additional DNS record on the domain to list all the servers which are allowed to send email appearing to originate from your domain. If you are planning on doing bulk emailing it is imperative that these get set correctly.
When setting this, it is important to keep in mind all mail servers where mail may originate from (such as your office or any other SMTP servers).
The following page can also assist with creating your SPF records http://www.openspf.org/ however, ultimately, these will need to be applied by whoever is hosting the DNS on your domain.
The following should be kept in mind when composing the email:
All bulk messages must be formatted according to RFC 5322 SMTP standards. http://tools.ietf.org/html/rfc5322
- If using HTML, emails must be formatted to w3.org standards.
- Messages should indicate that they are bulk mail, using the 'Precedence: bulk' header field.
- The subject of each message should be relevant to the body's content and not be misleading.
- Do not attempt to hide the true sender of the message or the true landing page for any web links contained in the message.
Further references on these points can be found here