Maximizing e-mail delivery is important. I think spam filters are even more viscous and sometimes capture items not intended. So I think people look through their spam filters on occasion.

A couple of recommendations:

1. Make sure your email address is something obvious. If the from line has too many random letters or numbers it will probably be picked up or passed over by the intended recipient. Company name/full tame is helpful

2. Your Subject line is of critical importance. If it sounds like some sort of advertisement or spam promotion. So if you want to offer a rebate or promotional discount to your loyal customers don't put that in the subject line as it very well may get picked up as spam.

3. Filters also look at the body of your email for certain spam buzzwords. Be careful not to string too many keywords together, keep it professional.

4. If your including links or html codes and pictures be sure to test these before you start blasting emails. You should make sure the background coding is formatted to show the filters your a real email. Don't put too many pictures in the email to prevent firewalls or spam from picking it up.

I am sure there are others with great ideas out there, but hope this gets you started.

All Great answers - if it you are using a proprietary list you should not have much of an issue with your emails going to the "junk" folder.

if it isn't a proprietary list ensure that you are dealing with a CAN-SPAM compliant vendor - these types of vendors will never sell emails - they will rent them for your use. If someone is offering to sell you an email list steer clear!

Good luck with your email campaigns.