At this time of year everybody receives a lot of Christmas holidays greeting cards. Most of them consist only in one or more images with some snowy view or something like that, sending us the best wishes of providers, customers and friends.

This is great. But, not surprisingly, many of them end up in the spam folder right as they are received. Why?

Well there are plenty of reasons depending on the way the e-mail was sent, and in fact all this issues are related to the same flaws that most commercial e-mail has.

In this post I’m going to talk only about a couple of issues that have influence in the deliverability of your e-mail, but they are important ones, and not only for greeting cards, but for every single e-mail that you send.

First of all there are images. I know that is easier to create a very visual e-mail using images, but you get a real chance for your message to be considered spam. That’s because your message will in fact have no content at all, and this is serious. In addition a lot of spammers send e-mail that consists essentially in images. And even worse: most of the e-mail clients in the market today won’t display images at first chance, letting the recipient to decide if she wants them displayed, so they will not see anything at all.

For example, just a few minutes ago I received a greeting card (as a customer) by one of the world’s largest banks. This message went directly to the spam folder. When I opened it the only thing I could see was this (click to enlarge):

Nice, uh?

Well, this is obviously not a good practice.

But as I inquired a little bit more I got another clue for knowing why this message was considered spam. When I took a look to its headers I found that I was delivered from the IP 213.229.186.XX which corresponded to the domain ly10.XXXXX.com (I will keep the guilty anonymous). But the “return-path” header for the e-mail was responses.megabank.com which has a MX IP address assigned that was not related in any way with the sender IP. And it also has a sender header with an address in the domain emailings.megabank.com with another unrelated IP.

Well, the fact is that this bank needs to choose a technically wiser provider, because as long as the contents are plain wrong and the basis of the DNS infrastructure are very bad set-up, they are losing a lot of e-mails in the spam folders of their millions and millions of customers.

Summing up: you have to put stress in the content you send to your recipients, and that’s your part. But you have to choose a solvent provider so that you don’t end up losing a huge percentage of your e-mails and, worst, without even noticing it.

Happy new year for everyone! :-)