Question: What is the number one enemy of email marketers?

Answer: Spam filters

I believe the majority of those using email marketing are on the up-and-up. They're people like you and me - small business owners and independent professionals who know the importance of building relationships with their prospects and clients. They also know that an ezine is a great small business marketing tool and one of the easiest and cheapest ways to build a big prospect list.

But the one battle we all face is deliverability. How can you ensure your ezine, which is an important small business marketing vehicle, will actually get through to your readers and not get trapped by sensitive spam filters?

(1) You must be familiar with the common spam trigger words.

Find out the words and phrases that trigger SPAM filters and avoid them at all costs if you want your message to get through.

(2) Always run your email messages through a spam checker before sending them out.

Even if you're writing to avoid spam trigger words, there may be phrases or words in your message that can be problematic. By running your messages through a spam checker you have an opportunity to edit out these problem words or phrases. If your email marketing program doesn't offer a spam checker, search online for one - there are free, web-based services available.

(3) Ask your subscribers to add your email address to their white list or address book.

This will increase the chances of your ezine getting through to them and not getting stuck in a well-intentioned spam filter.

(4) Use your name and/or company name in the "From" line.

Your subscribers will recognize the email is from you AND if they've added you to their address book or white list, your ezine has a greater chance of being successfully delivered and being opened.

(5) Include the name of your ezine in the Subject line.

Once again, this helps with recognition. Even if your ezine gets through your subscribers' spam filters, if they don't immediately recognize it as your ezine, they could delete it, or not take the time to open and read it.

If you're using email marketing as one of your small business marketing tactics, it's important to stay up on the latest technology and information about spam and deliverability. If you do, odds are you'll be able to count on your ezine as a valuable marketing tool for your small business for years to come.

(C) Copyright 2006 Debbie LaChusa, 10stepmarketing

Debbie LaChusa

Debbie LaChusa is a marketing veteran with 20 years in the business. After 13 years in the advertising and marketing agency business, Debbie founded DLC Marketing, Inc., a marketing consulting and coaching business. Her goal? To give entrepreneurs and small business owners affordable access to the same high-level strategic marketing and advertising expertise that typically only large companies with big budgets can afford.

Debbie's commitment to making marketing expertise accessible to small business also led her to pursue speaking engagements and teaching. She has spoken at meetings and conventions across the United States and in Canada. She also is on the faculty of Wellcoaches Corporation, where she teaches wellness coach trainees around the world how to successfully market their new coaching practices.

Debbie has written and self-published two marketing workbooks, "A Step-by-Step Marketing Guide" and "A Step-by-Step Marketing Guide for Your Fitness Business" which have sold copies worldwide. Her advice is also featured in Entrepreneur Magazine's "How to Start a Personal Training Business," part of the magazine's Business Start-Up Series. And she is a contributor to the San Diego Business Journal.

Debbie created The 10stepmarketing? System to provide small business owners, coaches, consultants and other independent professionals with all the tools they need to market themselves.

This simple, step-by-step system, features an easy-to-use question-and-answer format that walks business owners through every step they need to take to develop and implement their own marketing plan designed to achieve the success they desire and deserve.

On a more personal note, Debbie LaChusa is a fraternal twin. In 2004 she launched Twin Connections, a web site that celebrates the unique and mysterious bond shared by twins. She collects twin stories and hopes to compile them into a book.