There’s no question that email scanning applications are becoming a lot more effective. These programs use complex algorithms to pick up indicators that emails coming through are spam. Unfortunately, your marketing emails might get caught up in the same net. In this post, we’re going to give you tips on how you can avoid that happening to your mails.
This is critical. Include a link only if it’s essential. Spam filters work by identifying patterns that might indicate an email is spam. Having a lot of links is a big red flag.
Think about your typical legitimate business email. How many links are normally included? How many links does it really need? A legitimate business wants you to click through to the offer it’s got on the table. They may also want to direct you to their website.
What other links do they really need? You need a link for your CTA, and potentially a link to your website or online portfolio. Anything else is nothing more than noise. And it could well get you pegged as a spammer.
So, how do you get them to check out the research you’ve done as well? You create a link to it on your landing page. There really is no need to add more than one link in your email.
Think of it from the perspective of the reader as well. How many of those links will they want to click on? Aside from the inconvenience of having to click on dozens of links, there’s a security risk as well. Keeping it simple for your prospect is always good business practice.
Watch your font and punctuation
Spammers want their emails to stand out. As a result, they’ll often use a more obscure font. They’re also likely to use a lot of exclamation points and emojis. They might use a lot of run-on sentences. They’ll do anything that they can to make an impression.
And they certainly do make an impression. Unfortunately, it’s usually the wrong one. It’s easy for spam filters to pick up these kinds of messages.
Even if the message does make it through to the prospect, it’s going to come off as amateurish. Email etiquette is evolving all the time – think about the person receiving the message. Is a decision-maker going to be impressed with you because you use a fancy font or throw in emojis?
Or would they prefer a simple, straightforward email that’s quick and easy to read? Keep your emails out of the spam folder and the slush pile by using a clear font and avoiding amateurish gimmicks.
Be careful with your images
An email with an image or two in it is a lot more interesting. A picture conveys in seconds what might take pages to describe in text. Adding pictures is a useful tool in getting your message across.
Unfortunately, every image you add increases the size of the email. The larger the file, the more likely it is to be seen as spam. Use photos prudently and always compress them to the smallest size possible.
Another thing to consider is that the larger the file is, the longer it takes to open. That might not make too much of a difference on a laptop, but what if your user is checking their emails on their phone?
Save the photo essays for the gallery on your website. Stick the best and most impactful image for your email.
Watch the language you use
Using phrases like, “Sale,” “Deal”, or even “Urgent” might lead to the emails being marked as spam. Have a look through some emails in your spam filter to get more examples of what could get you into trouble.
My personal favourites are those emails addressed to “My Dear” or the “Lucky Winner.” This is the email equivalent of junk mail. And they are about as effective. If you’re not using your prospect’s name here, you should find yourself a new line of business.
Always add your address and provide a means to unsubscribe
It’s the law in some parts of the world. More importantly, though, spam-catching programs will usually check whether or not these details are included. You want the people on your list to want to be there.
If they want out, let them unsubscribe. They’re not going to read your emails anyway, so there’s no point in wasting your time – plus, there may be a legal requirement that you do so if you’re subject to GDPR. Besides which, they might decide to officially report you as a spammer. That could lead to you getting blacklisted by various mail programs.
Is it really worth it for no potential reward?
Proof check every email that goes out
This is another bugbear of mine. You receive an email, and the offer looks good. The problem is that there are some very obvious typos. Typos that are obvious even if you’re not a grammar wonk. That doesn’t convey a very professional image.
What’s more, it’s pretty much a guarantee that a spam filter will sniff out those same errors. Now, it’s true that legitimate businesses do make mistakes. It’s also true that every error makes your email look less professional.
It’s not only spammers that make typing errors. But when you’re firing off a marketing email with no regard for good grammar and spelling, you look a lot like a spammer. Typos cost you points with the spam filters and your prospects. Join the dark side and become a grammar wonk yourself – it’s fun over here.
Email marketing ranks as one of the most effective marketing tactics available to us today. That is, as long as you can get your emails past the spam filters. With the tips that we’ve gone over in the post above, you can make a good start.
If you ever need more inspiration, take a look at those spammy examples in your spam folder. What other mistakes have they made that you’re also guilty of? Be honest with yourself. It’s a great exercise to show you exactly what to avoid in the future.
Check out the infographic below for some great stats on email marketing!