Last year, in partnership with Stratton Publishing & Marketing, the Angerosa Research Foundation reported that 85 percent of associations published at least one e-newsletter, with 67 percent publishing more than one. Despite e-newsletter production growth, a number of association publishers—including American School Board Journal editor-in-chief Glenn Cook—consider high-security spam filters to be directly impacting open-rates, and in turn, readership.For Carole Hayward, director of newsletters and special publications for educational association ASCD, those spam filters, which are used by a number of schools, make it challenging to deliver news to members. ASCD uses a third-party media service to send one of its e-newsletters, “but even they can’t solve the problem entirely,” said Hayward.While the best solution is spam-checking e-newsletters before sending them to readers, there are other ways to get past the filters: Break Up the List When sending e-news to members, “try breaking the recipients into several groups and sending out the same e-mail under a slightly different subject line,” said ASBJ publications coordinator Margaret Suslick. Shorten Subject Lines“Our subject lines are short,” said Cook. One of its highest e-alert open rates, he said, was for the four-word subject line “A Day to Remember.”Appealing Subjects Are Likely Targets“I’ve found that trying to offer members ‘free’ anything via e-mail is a great way to end up in the spam folder,” said Hayward. Words like “dollar,” “free,” and “savings” are all culprits when it comes to marking e-newsletters as junk mail. Hayward said subject lines like “Top 10 Tips” tend to bypass spam filters and appeal to members.Send Links, Not SurveysASBJ sends its reader panel survey via a link in its e-newsletter instead of embedding the survey, giving its digital offerings additional protection from spam filters.