Email is still the most common way to communicate in the business world. Companies that execute email campaigns enjoy positive results for their efforts.
If it’s done right.
But spam filters can impede your progress. When emails get “stuck in spam” they go unread and your prospects go uninformed about your product or service.
Good news! There are ways to lessen the chances of your message ending up in Spam. Here are 7 tips on getting your message past spam filters and into your target’s inbox.
1) Don’t use bought lists.
While “never” is a strong word, we really mean it on this point. The Can Spam Law Act makes this illegal. Not only do bought lists typically contain outdated or erroneous information, it’s unethical to send marketing information to people who didn’t opt in to receive it. Eventually this practice sets your messages up to languish unread in the spam trap.
2) Use a real sender name.
Email Service Providers (ESP) keep a sharp eye on the “from” field in an email. Either use your name or the sales person’s name. This helps both ESPs and the recipient recognize who is sending the email so it is less likely to mark it as spam.
3) Stay away from spam trigger words.
Your subject line is closely reviewed, and using the wrong words can get you a one-way ticket into Spam. Words like “free,” “guaranteed,” “join” and other hard-sell words that have been overused on emails need to be avoided at all costs. Brainstorm more concise ways to get your message across in the subject line.
4) Avoid too much “extra stuff.”
We are a society of photos and videos, but these should be used sparsely in email marketing. Too many photos, videos, embedded links, and attachments throw up red flags for internet service providers (ISPs). Pare down your message to the basic, hard-hitting essentials for a better shot at getting in front of your prospect.
5) Offer a way to unsubscribe.
Nothing sends you to spam land faster than not giving the option to stop receiving your emails. Add a way to “unsubscribe” to every single email sent. Otherwise you’re undermining your credibility with the ISP.
6) Manage your recipients carefully.
Consider removing those who never open your emails, and always delete those who hard-bounce or unsubscribe. A pure email list is a high-functioning email list!
7) Always, Always test!
Send test emails to people in your organization and run them through an available online email measuring system. Taking the time to test dramatically improves your email’s performance.
Email marketing is an effective way to increase interest in your brand. By practicing these 7 tips with every campaign, your company will enjoy greater success and less worry about getting stuck in Spam.
Contact us to learn more about using your powerful branding to increase your customer base and grow your business.
Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.