So now when you know how most of anti-spam systems work, you can start on your HTML newsletter. You really have to “think like a spam filter” when you design your emails. Spam filters read your emails, and look for similarities with known spam. You don’t want to get thrown into the junk folder, right? So, you have to remember some things that you must not do when designing your email.

And the best way to learn what not to do is:

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Some time later after the launch of your email marketing program you may discover (based on your campaign statistics) that some of your subscribers didn’t open any of your emails within a certain period of time. You would most likely wonder why. We believe that the causes of such inactivity may be the following (we don’t include bounced emails in this case):

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