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It is so frustrating when trying to send a legitimate, valuable email to a customer (future or current), and have it be blocked by a spam filter. While there are some auto dealers that do send emails that might be properly classified as spam, most dealers who have spam issues are sending real emails to real customers. Their email campaigns are being inappropriately blocked by various spam filters.
Avoid Sending Spam-Like Emails (Obviously): Using words like "Free" multiple times, having large images or tons of links are more likely to make your email be stopped by a spam filter. Also, watch the ratio of text to images. For example, try linking to your inventory instead of pasting images in the actual email.
Ask Customers to Add You to Address Book: When customers add you to their address book, your emails will get delivered to their inbox. Add a line to your email signature or above your opt-out message that asks people to help ensure they get your emails by adding your email address to their address book. This little step will go a long way.
Follow CAN-SPAM Guidelines: Following CAN-SPAM (which by law you should be doing anyway) will greatly reduce the chances your email gets flagged as spam. This includes having an opt-out (that is honored), listing your physical location, and using an accurate subject line. You can find more information on the FTC website.