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Introduction

This article describes some best practices to help prevent a legitimate mass email from being marked as spam.

Mass emails can be marked as spam by machine learning algorithms for any number of reasons. Some of these reasons include:

Mixed messages like an email relevant to a survey containing information about a raffle
External links
“URL shorteners” like bit.ly or Tiny url
External recipients (emails in this category are the most likely to be marked a spam. It is very difficult to avoid)

If you are planning to send an email to any number of recipients, here are some best practices to consider:

Avoid the possibility of the intent or content of the message being mixed or misinterpreted by
- Keeping the email content relevant to the original topic and
- Avoiding using any wording that attempts to entice recipients to respond such as raffles, promotions, or anything else they can win
Limit recipients to internal only (vt.edu accounts)
Send through university approved sending methods such as a Google Group (opt-in preferable) or Adobe Campaign. Especially if the email must go to external recipients.
Avoid external links
Avoid “URL shorteners” like bit.ly or tiny url
Follow proper bulk sending guidelines