Following is the recap for the #smbiz Twitter chat on email subject lines and how to avoid the spam filter. Special guest was Tamela Rich (@tamelarich).

@smbiz Tonight’s #smbiz special guest expert is @tamelarich. She will give great tips to help emails and subject lines stay out of spam box

smbiz @Tamelarich is a business ghostwriter of newsletters, blogs, white papers, presentations and articles. #smbiz

smbiz Q1 How does SPAM filtering work? #smbiz #marketing #smallbusiness #entrepreneur

@TamelaRich Many ppl don’t know that >90% of all email is SPAM. The ISPs have competed w ea other on ability to properly filter it. We ban SPAM” #smbiz

@TamelaRich ISPs = Yahoo, Gmail, Hotmail, AOL, Juno. Each ISP has its own “rule book” for filtering. http://bit.ly/15VfK8 #smbiz

@TamelaRich ISPs derive rulebooks from what users tell them. #smbiz

@TamelaRich For example, when you hit “spam” on toolbar instead of “delete” the ISP scores the “spam” hit against that sender. #smbiz

@TamelaRich Too many recipients hit “spam” then, far as ISPs are concerned, you’re a SPAMMER. #smbiz

@TamelaRich This is imp because the ISPs can turn you into fed gov’t as breaching CAN-SPAM laws. #smbiz

@TamelaRich Fine $11k. CAN-SPAM Compliance http://bit.ly/4hdybh = link to download guide #smbiz

@TamelaRich Q1 25% of all “PERMISSIONED” emails go to spam filter anyway http://bit.ly/15VfK8 #smbiz

@smbiz Q2 What are the federal guidelines and fines on SPAM? #smbiz

@TamelaRich Q2Can download a free guide on CAN-SPAM Compliance http://bit.ly/4hdybh 2 B safe, always ASK ppl to subscribe. #smbiz

@TamelaRich Q2 Just b/c you have their b-card doesn’t mean you can email them. “Commercial email” is reg by fed gov’t under same law as porn. #smbiz

@TamelaRich Q2 Controlling the Assault of Non-Solicited Pornography and Marketing Act = CAN-SPAM #smbiz

@TamelaRich Q2 Covers email whose primary purpose is advertising or promoting a commercial product or service, including content on a Web site #smbiz

@TamelaRich Q2 Gov’t website on SPAM www.ftc.gov/bcp/edu/pubs/bu… #smbiz

@TamelaRich Q2 False or misleading header information Deceptive subject lines = SPAM #smbiz

@TamelaRich Q2 Don’t give recipients an opt-out method Fail to ID as an advertisement= SPAM #smbiz

@SternalPR @TamelaRich Do you have any idea what % companies fail to give an opt-out? #smbiz

@TamelaRich Q2 Don’t pre-check email subscription/sign-up boxes #smbiz

@merylevans Q2 Annoying when you make contact with someone by email and they add you to their mail list. But you can’t be sure that happened. #smbiz

@smbiz Q3 What do the USPs and corporate email servers do to filter SPAM? #smbiz

@wvpmc @SternalPR @TamelaRich if emailing to ppl who have not signed up to receive it is spam, how is using a purchased list not? #smbiz

@TamelaRich Q3 Businesses also seek to scrape “personal” email into a filter like “junk” “bulk” “spam” #smbiz

@markdresner I don’t mind being contacted frequently IF i’m also receiving value #smbiz

@markdresner Do you test your email messages with Spam Assassin … or other spam checkers? #smbiz

@TamelaRich @wvpmc Here’s article on how you CAN do that, not that you SHOULD Merging Postal & email addresses http://bit.ly/SlBqd #smbiz

@TamelaRich @markdresner I have a listserve service that tests for all sorts of things, incl browser receptitivity. GREAT IDEA #smbiz

@smbiz Q4 If my email campaign reports say 90% are delivered, must mean I’m doing a good job getting through the SPAM filters, right? #smbiz

@markdresner I’ve found putting an “into” on my emails helps … ie” “you’re receiving thi because you’re a customer, prospect, etc.” #smbiz

@TamelaRich @markdresner makes a great point — SPAM is in the eye of the beholder as well as the eyes of ISPs and Fed Gov’t #smbiz

@TamelaRich Q4 Highly improbable that ANYONE is getting 90+% delivery #smbiz

@TamelaRich Q4 Why? B/c the calculations are usually just taking out the hard & soft bounces then assuming all else delivered #smbiz

@TamelaRich Q4 Article on delivery rate “Undelivered” Email http://bit.ly/DYLi8 #smbiz

@markdresner @TamelaRich Right … hard to know delivery rates … bounces and open rates are only things I’ve been able to get #smbiz

@wvpmc @TamelaRich what’s the difference between a hard and a soft bounce? #smbiz

@TamelaRich Q4 One thing my listserve does (check 2 C if yours does) is let you know what browsers your “opens” came from. (con’t) #smbiz

@TamelaRich Q4 if open w Chrome, for ex, they’re NOT on a biz server getting your email. Biz scrubs most efficiently! #smbiz

@TamelaRich @wvpmc hard bounce means the ISP turned it back as “undeliverable”; soft means the box might have been full #smbiz

@TamelaRich @wvpmc important to IMMEDIATELY tend to your hard & soft bounces. A good listserve will automate that 4 U #smbiz

@TamelaRich @markdresner “fooling” filters will always bite you in the end b/c your recipients will tell on you by hitting “spam” which tells ISP #smbiz

@markdresner Soft bounce - Mailbox is live but temporarily inaccessible (full, timeout, etc.) #smbiz

@smbiz Q5 Is there an ideal subject line length? #smbiz #marketing #entrepreneur #smallbusiness #startup

@wvpmc @TamelaRich should a listserve distinguish hard vs soft bounce? I’m not sure I’ve seen any metric except # delivered #smbiz

@TamelaRich Q5 Each ISP has its own preferences. Best 2 go w lowest common denominator 38 characters http://bit.ly/Tqe2X #smbiz

@TamelaRich @wvpmc I can’t speak for all listserves. Mine does distinguish bet hard & soft. It immediately removes hards #smbiz

@TamelaRich Q5 • AOL, (approximately 22% of the U.S. email market) limits subject lines to roughly 38 characters #smbiz

@TamelaRich Q5 • Yahoo!, (with 21% of U.S. email) is at 47 characters #smbiz

@SternalMrktg Q5 Less is always more with subject lines. Keep it under 35 characters #smbiz

@TamelaRich Q5 • Hotmail, (14% of the U.S. email market) uses word wrap to display subject lines on multiple lines, but still just 45 char/line #smbiz

@smbiz Q6 Are there any words to avoid in the email/subject line? #smbiz

@TamelaRich Q6 Always ask yourself if one of the words you plan to use is a word you wouldn’t read if it hit your inbox. Free! Act Now! (cont) #smbiz

@TamelaRich Q6 article on taboo words Your Reputation as a Spammer http://bit.ly/15VfK8 lists a ton #smbiz

@markdresner @TamelaRich How do you think inserting the recipient’s name in the subject effects things? #smbiz

@smbiz Q7 Is there a number of links you shouldn’t exceed from email out? #smbiz

@TamelaRich @markdresner Amazon does it well b/c the entire thing is highly personalized with your past shopping habits #smbiz

@TamelaRich Q7 I’d like to know if anyone in the discussion has had trouble with this. One of my user group members (cont) #smbiz

@TamelaRich Q7 (con’t) reported having 38 outbound links in an email and had no trouble. I’ve never used that many, tho! #smbiz

@TamelaRich @markdresner if you have to “contrive” the language to get their name in there, the recipient will feel the contrivance. #smbiz

@merylevans @TamelaRich Are you serious? Too many links turns me off. I feel like it’ll have me going in too many directions & losing my place. #smbiz

@TamelaRich @markdresner NEVER send an email or newsletter without a call to action. But don’t weigh down with too many. Balance is the key #smbiz

@smbiz Q8 Will I have an easier time getting through filters by emailing from my email client vs going through a listserve? #smbiz

@TamelaRich Q8 article on Why Outsource http://bit.ly/C0wha (con’t) #smbiz

@markdresner @TamelaRich Agreed, you never want to make subject line or copy contrived or weird sounding just to stick in a name or keyword #smbiz

@TamelaRich Q8 The ISPs spend a LOT of time with Listserve companies, who in turn try to make their clients do the right things. ISPs trust them #smbiz

@TamelaRich Q8 other reasons to outsource: Administration (covered by CAN-SPAM act so must comply) #smbiz

@wvpmc @merylevans I’m not crazy about links - would rather read the whole article in the email unless it’s exceptionally long, detailed #smbiz

@TamelaRich Q8 other reasons to outsource: Good listserves will allow custom fields to adapt your emails for individual subscribers #smbiz

@SternalPR @wvpmc I’m ok with links if its coming from a trusted source/not a 1st time marketer to me. #smbiz

@markdresner Q8 some listservs have 2 levels of delivery … for single and double opt-ins - single opt0in servers are less reliable for delivery #smbiz

@TamelaRich Q8 more reasons to outsource: Good listserves will allow you to segment & do A/B testing so you can learn about your list #smbiz

@_djh We use a different email service but I agree with your points RT @TamelaRich: Q8 article on Why Outsource http://bit.ly/C0wha (con’t) #smbiz

@TamelaRich @dslatter a good listserve will show the email coming from YOUR EMAIL ADDRESS. Don’t go with one that won’t #smbiz

@merylevans @TamelaRich We follow 80/20 rule. 80% content of value to readers. 20% about us/promotional. Careful call 2 action. #smbiz

@smbiz Q9 Should I just put all my copy and graphics in a jpg/graphic so the filters can’t scan the content and kick it out? #smbiz

@merylevans @TamelaRich One company has “Do not reply to this” in newsletter. Bad idea. Their unsub doesn’t work & u have to enter email. #smbiz

@TamelaRich Q9 NO! Lots of filters won’t show anything in HTML w/o the user saying “ok, show me the html” #smbiz

@TamelaRich Q9 Also, with advent of mobile browsers, you want WORDS and PIX #smbiz

@markdresner Q9 - old spammer trick … not sure that works anymore … ppl are VERY suspicious of JPG, PDFs and other attmnt from “strangers” #smbiz

@SternalPR @TamelaRich Whats difference between email client and a listserve? #smbiz

@smbiz Q10 What’s meant by “reputational scoring?” #smbiz

@TamelaRich Q10 Each “sender” develops a reputation with ISPs over time — at some pt many are det to be spammers, hence, the ISPs won’t deliver #smbiz

@TamelaRich Q10 This article helps Your Reputation as a Spammer http://bit.ly/15VfK8 #smbiz

@merylevans @_djh You got that right. When I check email in a third party app away from PC, some newsltrs don’t come thru. One big graphic. Tsk. #smbiz

@_djh @TamelaRich Q10 - yes, we use ConstantContact and some email boxes are blocked by the ISP or corporate mail server. #smbiz

@smbiz Q11 What should I do if I sell the kinds of products that trigger keyword SPAM filters? #smbiz

@TamelaRich @smbiz This is tough. If you sell, for example, nutritional supplements, most of your copy will be spam-ish words. #smbiz

@markdresner Q11: Gotta come up with new ways to describe your product (BTW…what are you selling? ) #smbiz

@TamelaRich Q11 so if you’re selling something “spamish” you might collaborate with others who don’t. Your stuff will be MIXED with other copy #smbiz

@markdresner Q11: Orrrr - descibe the benefits of what your selling and drive the reader to a landing/sales page #smbiz

@smbiz Q12 Any resources you can share for more info about tonight’s topic? (Feel free to share info/links 2 your sites or books) #smbiz

@TamelaRich Q12 I’ve shared several through the evening. Will relist links: But I Dont Send Spam, Do I? http://bit.ly/oDTG8 is on slideshare #smbiz

@TamelaRich Q12 Unsolicited Newsletters http://bit.ly/1WTny3 how to kindly redirect #smbiz

@TamelaRich Q12 “Undelivered” Email http://bit.ly/DYLi8 #smbiz

@TamelaRich Q12 CAN-SPAM Clarity http://bit.ly/BBjys recent ruling on suing for SPAM #smbiz

@TamelaRich Q12 Merging Postal & email addresses http://bit.ly/SlBqd #smbiz

@TamelaRich @SternalPR email client is what YOU use for email; listserve is what you use to send large # ppl an email in a CAN-SPAM-compliant way #smbiz