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Photograph: NASA/JPL-Caltech / Rex Features

To celebrate the Mars Curiosity Rover’s first successful firing of its rock-zapping laser, we decided to give our top five tips to avoid being zapped by the spam-bot laser in your next email marketing campaign.

  • You should avoid the word “Free” at all costs. While whatever you are offering may cost nothing, spam filters are honed to hate the word “Free” with a passion. Similarly with words like guarantee, credit-card and sex.
  • Don’t use spammy colours (not that you ever should). If your header text is in bright red, that’ll often be a one way ticket to the spam folder.
  • Don’t shout. IF YOU ARE TYPING EVERYTHING OUT IN CAPITAL LETTERS PEOPLE WON’T NOTICE, YOU’LL JUST END UP GETTING ZAPPED BY THE SPAM LASER.
  • Avoid using exclamation marks. If you type like an excitable Justin Bieber fan after seventeen cups of coffee, don’t be surprised if you’re bouncing out of the inbox faster than you can say “Baby Baby Baby”
  • Match your curtains match your drapes – or rather, your subject line up to your email content. Leaving your subject line blank is a big deliverability risk, and using Re: so that your recipient thinks that it is a reply to a previous email is just deceptive.