3. Don't type all in caps. A hallmark of Nigerian Bank Scam, typing all in caps isn't just rude; it may get your newsletter forwarded to a blacklist. Additionally, make sure to capitalize beginnings of your sentences and otherwise use professional grammar and punctuation. An unprofessional email may be more likely to arouse suspicions of your readers.

4. Leave them wanting more. If your newsletter is really, really valuable, subscribers who don't get it will miss it. Some ezine publishers have found their ezines are so popular, people who stop receiving emails actually complain.

5. Make your policy clear. Tell readers how to unsubscribe at your website and in your newsletter. Let them know whom to contact if they have any trouble. And, of course, make sure to follow through immediately.

So your newsletter convinces computer

6. Steer clear of subject lines that scream SPAM! Words like "free," "limited time," and "money" often trigger Spam filters. Take a look at Spam in your own inbox for examples of words not to use.

7. Offer directions for "subscribing" and "unsubscribing." Spammers often use word "remove" in their emails, so you'll want to avoid it at all costs. Plus, in some Spam filters, you actually lose points (the fewer points, less likely an email is Spam) when you offer subscribing and unsubscribing instructions.

8. Send it from a reputable domain name, or better yet, your own. Free email addresses are often used heavily by Spammers, so you'll want to stay away from them if at all possible.

9. Don't send attachments. Most email readers regard attachments with suspicion anyway and attachment may trigger Spam filters set up to screen adult material. Both are good reasons to send your entire email in body of email. Still not convinced? Many of your readers will have limited inbox space-by avoiding attachments you won't give them an extra reason to delete your newsletter unread.

When you keep up-to-date on latest Spam filter technology, you may find Spam filters are actually your allies-they may mean your newsletter will have less competition in your reader's inbox.

Sketch 3. Sketch at least six nameplate designs. You can do them each full size, or you can fold a sheet of paper into smaller boxes (eight is usually a good number). You don't need to be an artist for this step--you're mostly concerned with generating placement ideas and general concepts on paper. (You should see messes I used to make in my design classes!)

Choose 4. Choose two or three you like best to create rough versions on your computer. Use a graphics program that allows you to use plenty of layers to keep each element separate (like Paint Shop Pro, Corel Draw, or Adobe Illustrator) and save a new copy every time you develop something you think you might like. If you're not a designer, try to keep it simple--lots of effects and stylized fills can detract from rest of your newsletter.

Finalize 5. Choose your nameplate and finalize design. Smooth any rough edges (literally or figuratively). Save file to appropriate size, resolution and number of colors for your newsletter (all depend on your needs and medium).

The right nameplate for your newsletter will serve you and your readers well for many years to come. Even better, repeated exposure to same nameplate over many issues will build your company's credibility and trust, so make sure your nameplate is something you really like that suits your newsletter well.