Spam messages often have forged or invalid email headers. This means it is difficult (if not virtually impossible) to trace source of email based upon header information within email message. Since sender of message cannot be identified message is unethical. In this case, even a single email message would count as spam.

Ethical mailings include a method for opting out which actually works.

If you run a newsletter or do any kind of mass mailing, you must include at least one method of removal in email message itself. This removal method (and more than one is preferable) MUST WORK. Some things which I often see in opt-out schemes which ARE NOT VALID include following:

- Any email message which states that reader must go to a web site, log in and then modify his email preferences is UNETHICAL. This requires too much information from user and forces him to do too much work.

- If email message includes an unsubscribe link (or other means) which does not work, then it is UNETHICAL.

- Messages which validly allow for opt-out but then say "you will be removed in a week" or some other long period of time are UNETHICAL. These are computers people, and there is no reason to include these long delays. Remove person immediately.

Ethical mass mailings are double-opt-in. This means after a person signs up for mailing list, he receives a confirmation message. He must either reply to this message or click a link to activate mailings to him. Any other form of opt-in is UNETHICAL as it allows people to be subscribed by others or by accident.

Ethical mailings do not include webbugs, set cookies or perform any kind of involuntary tracking.

Email messages are often opened up by recipient before he knows anything about message. This means if you are doing any kind of tracking, person has no way to stop it, short of blocking receipt of message entirely. This lack of a choice on part of recipient makes this kind of tracking UNETHICAL. The only time this would be ethical is if it was clearly stated when user signed up for mailing. In that instance, this behavior is known and this makes it ethical. Note that while web site privacy policy should state this fact, it must also be stated clearly on page where person actually signs up for mailing.

Ethical mailers do not use email harvesters. Using special robots to gather email addresses from web sites is UNETHICAL. These email addresses are generally included on web sites to allow individuals to communicate with individuals. Rarely is intention to join a mass mailing list distributed on CD. ALL USES OF EMAIL HARVESTING IS UNETHICAL.

Ethical mailers do not take advantage of open relays or use other "spammer tricks". If you are legitimate, then there is no need to attempt to hide your whereabouts or cover your tracks. Using a relay without permission or sending millions of emails through an unprotected formmail script is simply bad manners.

Get idea? Spamming is NOT sending someone one or more email messages without their express permission. Spamming is simply ignoring rights of others (your audience, system administrators and even users of internet as a whole). That's all it is.

(3) Instead of saying 'to unsubscribe' (which is a phrase commonly found in sp^m), say 'If you no longer wish to receive...' or 'If you wish to leave this mailing list...' or 'To take yourself off this list...'

(4) If there are trigger words that you simply cannot avoid, you can disguise them using carets (^) or other symbols. The 'F' word would become fr^e and 'U' word would become uns^bscribe.

(5) Include word 'Newsletter' in subject line of your email - this will help filters identify your email as non-sp^m.

(6) Avoid whole words in upper case. In many Newsletters headers are capitalized - this will trigger filters.

(7) If your Newsletter contains ads, scrutinize them carefully - ezine ads, by definition, contain words frequently used by sp^mmers.

Here is a fr^e service that will help you avoid sp^m filters. Before you mail out your Newsletter, just send a copy of it to email address below with TEST in subject line: mailto:spamcheck@sitesell.net

Within a few seconds you'll receive a report that analyses your Newsletter and gives you a score (0 to 5=no problems 12-16=over limit for most ISPs).

If you write articles, it's worth submitting them to this test as well, together with your Resource Box (I just sent this article to Sp^mCheck and got a score of 4.6).

Sp^mCheck is operated by Sp^mAssassin, a filter that is widely used by ISPs - so this is a good test of whether your Newsletter will get through to your subscribers.