plement over time to boost their deliverability rates.

Make sure you have permission. Many consumers today are fed up with receiving spam or unwanted email. The following guidelines will protect you from gaining the stigma of a spammer and help your emails get delivered to your recipients:

· Be sure to ask permission to send mail, and then confirm email addresses during this process. Asking for permission is a great time to set expectations, ensuring your customers know how often, and under what conditions, they will receive email communications from you.

· Make it easy to opt out by implementing requests to unsubscribe from your list within 10 days. You can leverage technology to include a preference center driven unsubscribe link.

· Don´t change your mailing frequency unexpectedly; you could alienate your customers. If you wish to make a change, simply let the customer know why. Transparency is always the best policy.

· Monitor hard bounces and ensure you obtain complaint feedback from your ISP.

· Make sure you understand CAN-SPAM regulations and follow its guidelines. Check the FCC´s website if you´re unsure of the fine points.

Make sure your content doesn´t trigger deliverability red flags. Emails that have a poor text-to-graphics ratio or use a "from" name that isn´t recognized are less likely to be delivered. To ensure deliverability, follow these guidelines:

· Use an email provider that has tested templates that support a good balance of text boxes and graphics.

· Make sure your messages contain less than 60 percent HTML or graphics.

· Test your emails before issuing an entire campaign to ensure your graphics/text balance won´t create deliverability problems.

· Use a recognizable and consistent email address and "from" name for all of your emails. Encourage your recipients to white-list this address. This will usually trump all other anti-spam checks in delivering mail to large ISPs.

· Know your audience. For instance, in B2B, it is important to include keywords in your content and test these keywords periodically to ensure they remain relevant. Your audience will judge your mail based on the content. It plays the biggest role in influencing whether someone will click or complain.

Know your stats. Leverage as much data as possible in order to figure out your version of "normal" performance. Knowing where you stand makes it much easier to avoid serious issues, as you can react to potential problems quickly. It also makes it easier to pat yourself on the back when you improve your results. Having an intimate knowledge of your stats is critical in helping you differentiate between suspected delivery issues and poor client response.

Guard your reputation as a good email marketer. With email marketing, reputation is everything, and it´s key to keeping your deliverability rates high. To a large degree your reputation will be affected by how many spam reports are filed against you. To avoid spam notices:

· Send relevant emails. The more relevant the mail, the more likely it is to be delivered and opened. Leverage the use of technologies such as dynamic content, email automation ("workflows"), and segmentation, in order to provide the most timely and relevant content to the recipient.

· Make sure your emails are easy to recognize. Use subject lines that carry a consisten

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