The Bombay Company’s Winning Formula

You also have to be careful with the words you use in your subject line and in the body of the e-mail message. Some words will trigger the ISPs to put your message in people’s bulk e-mail folders.

CS: Do you have double opt-in for e-mail signups?
Corey: No, but someone has to go to our site to sign up for it. We’ll send a confirmation thanking them for signing up, and on that confirmation there’s a way for them to unsubscribe if they want. And then in every e-mail campaign, we offer a really clear way to unsubscribe. Some merchants make unsubscribing a difficult process by burying the unsubscribe link or making people take 14 steps to unsubscribe. That’s just not smart.