Brand your subject lines. Mail systems with spam complaint buttons offer it at the inbox level. A recipient need only to scan subject lines and decide which messages not to delete immediately. A subject line such as "Exciting offers for you, Bob!" will surely be marked as spam. Consider using your company or newsletter name in brackets at the beginning of your subject lines. Consider including unsubscribe instructions at the top of your e-mail, in addition to the footer. Some users use the "report spam" button as an unsubscribe method and won't scroll through an entire message to find that link.

Include instructions for users to whitelist your domain. This prevents a user-based filter from mistaking your message for spam and either diverting it to the spam folder or prefixing "[SPAM]" to the subject of the message. Provide a preference update page. Disclose how your organization will use a subscriber's e-mail addresses, and how often. Allow subscribers to select preferences on the opt-in form, and link from e-mail to a preference or profile update page.