Since at present SPAM is a problem of vital importance on the Internet, a lot of people use anti-spam applications to protect themselves against spam and junk emails. So, you may wonder how to design a HTML newsletter so that it is compliant with anti-spam filters. There is no ruse. Just be yourself, act normal, and don’t make any obvious mistakes.

At the beginning we thought it would be wise to give you some information how the various anti-spam applications work. We’ll cover all known techniques to detect spam. Once you get an overall understanding of how they work, designing around them will be much easier.

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These are more popular among the recipients who work at home. Here is what a challenge/response filter like Spamarrest does. If you are not on the recipient’s whitelist or address book yet, then you’re considered a stranger to him. And if you’re a stranger, you could be a spammer. So, the challenge/response filter sends you an automatic reply with a question that you have to answer, or some link you have to click (this is to prove you’re a human). When you click on the link, a page opens telling you that your message was delivered to the recipient.

It’s important to remember that you have to be “whitelisted” if you want your emails to get through. So when people fill out your opt-in form on your website, ask them to “please add our email address to your address book…”. Whenever you send a newsletter, make sure the “Reply-to” email address that you use is valid, and that a human checks it after each campaign. You can expect to receive a couple auto-replies like this after every send.

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