ClickZ: Who Really Controls E-Mail Delivery, Part 1

This article lists information to provide to users to manage their expectations. Frankly some of these suggestions seem a bit too much to expect from users, for instance who is caring about the name a publisher is going to use in the sender field? Where it gets more interesting is when Ben Isaacson looks at continual confirmations and frequency management as ways to avoid that your subscribers report your email as spam (yes it's a silly and lazy thing to do, but it happens.)