Why newsletters get filtered as spam

Have you ever wondered why some of your newsletters get filtered as spam?

Let's begin with a quick recap of the definition of spam. Spam email is an unsolicited commercial message (email) that is sent to multiple recipients - often thousands or millions of people. The typical characteristics of a spam email look something like this:

  1. The email message is the same for everyone on the list (or very much the same).
  2. The message is being sent by a single "sender".
  3. A large number of the email messages being sent are originating from a single computer or email server.
  4. None of the recipients requested to be on the list.

Now, let's take a look at how our newsletter might be confused as spam.  Reviewing the characteristics of a spam message:

  1. The message is the same for everyone on the list.  Yep, we're pretty much the same here - sometimes every owner gets the same newsletter.
  2. The message is sent by a single "sender".  In our case, everyone's newsletter comes from admin@lordlodge.com.au.  So, we're the same here as well.
  3. A large number of the email messages being sent from a single email server - you guessed it, all of the newsletters are being sent from the same email server.  Yikes! We're the same here as well!
  4. None of the recipients requested to be on the list.  At last we're different!  All owners actually have to request to receive newsletters and updates from us by editing their user details.

So, when you consider the characteristics of a spam email compared to those of a legitimate newsletter, you can quickly see that they're very similar.  The only real difference is that with the legitimate email, the recipient signed-up to receive it.  Unfortunately, the Internet Service Providers and your email software don't have this piece of information.  But, you can provide this missing piece by using the email white list.  By adding a newsletter sender to your white list, you inform your provider that you approve of the sender - and all emails from that sender are then delivered to you.

If you'd like to read more about the topic of spam, or about the SPAM law that exists to combat it, then check out the Department of Broadband, Communications and the Digital Economy - they have a whole section dedicated to the topic.