What to avoid
1. Single opt-in subscription: collect the email addresses using a subscription with confirmation. This you will avoid sending emails to people that were subscribed by someone else and receiving your messages will determine them to report you as spam.
2. Using a “From” address of freemail or any other domain that isn’t yours it’s not a good idea. Your subscribers will be unable to identify you, you will have no credibility and they will report you. Another possibility is that your emails will get directly to Junk email folder. If you have a freemail address at “From”, for example firstname.lastname@example.org and Yahoo servers don’t allow sending emails with their addresses, spam filters will give you a higher spam score and it’s most likely for your emails to get delivered in junk email.
3. Using a generic subject that doesn’t say anything about the content this message does not bring any reason for the subscriber to receive your information. Example: “Email newsletter November”
4. Using repeateadly the same message or a very similar one – if your newsletters have similar subject or even the same, you will not be able to convince anyone to open them more than once. After being repeteadly ignored, your newsletters are likely to go directly to Junk.
5. Misleading subject – using a misleading subject to bring more opens is a tactic that will not work on a long term. You will lose your credibility and if you don’t get a lot of spam complaints for misleading content, you will get less opens in your next newsletters.
6. Hidden unsubscription link – do not hide the unsubscription link or button, it will not help you at all. Subscribers have two ways to get rid of your newsletters: unsubscription or spam button. Give them the easy way to the first one.