In a recent article on Clickz, Kirill Popov and Loren McDonald explain why using outdated or incorrect code is a major reason why e-mail are blocked or delivered to bulk or junk mail folders.
How do you minimize or eliminate HTML filtering problems at ISPs?
A few suggestions:
- Make sure your e-mail designer/programmer is familiar with W3C standards
- Before distributing an e-mail, run the message through your design software's or e-mail application's HTML validator, if it has one
- Consider using a delivery-monitoring service to track your messages after pre-tests and full-list distribution
- If your e-mail does get trapped in a bulk folder, check your code and isolate what's causing the filtering
Tamara Gielen is an independent email and digital direct marketing
consultant with over 10 years of experience in online, email and direct marketing. 
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