72. How can I make sure my emails don't end up in the spam folder?
There are certain obvious email marketing no-nos to avoid, if you want to stay out of the spam folder. Things like using a bunch of exclamation or question marks or writing in all caps. However, spam filters are a lot more sophisticated now than they used to be. Your sending reputation and open rates play a role, too. The best way to stay out of the spam folder is not to write like a salesperson, but like a friend. Make your emails not look like marketing emails. The tone of your emails, the vocabulary you use, the text to image ratio, etc. will impact your inbox delivery rate.
