Some common mistakes to avoid in email marketing

These are the most common mistakes we see new email marketers make, which result in accidental spam filtering:

• Using spammy phrases, like "Click here!" or "Once in a lifetime opportunity!"
• Going crazy with exclamation points!!!!!!!!!!!!!!!
• USING ALL CAPS, WHICH IS LIKE SCREAMING AT THE TOP OF YOUR LUNGS VIA EMAIL (especially in the subject line)
• Coloring fonts bright red or green
• Coding sloppy HTML, usually from converting a Microsoft Word file to HTML
• Creating an HTML email that's nothing but one big image, with little or no text (since spam filters can't read images, they assume you're a spammer that's trying to trick them)
• Sending a test to multiple recipients within the same company (that company's email firewall can only assume it's a spam attack)
• Designing HTML email in Word and exporting the code to HTML