It’s the bane of every email marketer’s existence: you see your emails being dumped in the spam folder, without even being looked at or read. While email might be one of the oldest digital marketing strategies, it is still one of the most effective, if you can keep your emails out of the spam folder. Because the vast majority carry around their email in their pocket these days, easily accessible from any smartphone and at any time, you have the ability to reach out to your customers or clients whenever you want to. Here’s how to make sure that your message is actually getting through:
Why is spam bad?
Spam doesn’t just annoy your clients and customers. It can actually be illegal, depending on how it is being sent and the content of that email. While you probably will never set out to send an email that is going to be looked at as spam, there are a number of serious offenses that you could make, without even realizing it. These are:
- Using a deceptive email address, header, or subject line
- Making it impossible to unsubscribe from your emails
- Not using your mailing address in the email
These are only a few of the ways you might be unintentionally turning your emails into spam—and, of course, it is actually possible to send a spam email that contains none of these things. A spam filter’s job is to keep unwanted emails out of the user’s inbox. Sometimes your emails will be scraped out of the inbox and relegated to spam. Here’s how to make sure this doesn’t happen:
1. Make Sure You Are Using a Double Opt-in for Your Email Lists.
What is a double opt-in? In short, it requires your email subscribers to really, really want to receive your emails before they start to get them. It usually has five steps, including a sign up form, a thank you page, a confirmation email, a link to a confirmation of subscription page, and then a welcome email. These five steps make it impossible for someone who doesn’t want to be on your list to get on that list.
2. Never Email to Old Lists.
Maybe you have an old list lying around from a previous website or business. You think to yourself that these people on this list will probably be interested in what you have to say about this new endeavor, so you send out an email to that list. This is a very, very bad idea and is a great way to get reported and possible have to pay a fine. Always make sure your lists are updated.
3. Include an Easy Opt-out Option.
You are required by law to provide your email subscribers with the option to opt-out of your emails. You’ve probably seen and perhaps used the “unsubscribe” option at the bottom of a marketing email before. Yours should be just as easy to find (most people know they are going to be there and will look for them if they no longer want to receive an email), and should only require one, maybe two steps in order for that person to unsubscribe from your list. And take seriously what they choose as their reason for unsubscribing if you provided them the opportunity to relay that information.
4. Don’t Make Your Subject Lines Sound Like Spam.
Just about every internet user has a spam folder filled with junk emails. They know what they look like, what their subject lines sound like. Subjects like, “Click here now!” or “You wouldn’t want to miss this!” first of all, do not work, and second of all, make your email look like spam, even if it actually contains information that your readers would be interested in. Most of the internet is now immune to the clickbait mentality, so write subject lines that are actually representative of the content of that email and you’re more likely to get people to click on it.
5. Make Sure Your Emails Look Professional.
Nothing looks more like spam, both to the user and to the spam filter, than a blank email. Most businesses are now sending emails that use professionally designed, custom templates, which make it easy for your readers to recognize that this is a branded email and to find and read the information that they are interested in.
6. Avoid Using Bad HTML.
It is extremely common for phishing emails to contain concealed links and images that cannot be scanned by spam filters. You might accidentally use some of these techniques if you aren’t careful. When in doubt, get a professional to design your template and help you format your emails.
It’s the bane of every email marketer’s existence: you see your emails being dumped in the spam folder, without even being looked at or read. While email might be one of the oldest digital marketing strategies, it is still one of the most effective, if you can keep your emails out of the spam folder. Because the vast majority carry around their email in their pocket these days, easily accessible from any smartphone and at any time, you have the ability to reach out to your customers or clients whenever you want to. Here’s how to make sure that your message is actually getting through:
Why is spam bad?
Spam doesn’t just annoy your clients and customers. It can actually be illegal, depending on how it is being sent and the content of that email. While you probably will never set out to send an email that is going to be looked at as spam, there are a number of serious offenses that you could make, without even realizing it. These are:
- Using a deceptive email address, header, or subject line
- Making it impossible to unsubscribe from your emails
- Not using your mailing address in the email
These are only a few of the ways you might be unintentionally turning your emails into spam—and, of course, it is actually possible to send a spam email that contains none of these things. A spam filter’s job is to keep unwanted emails out of the user’s inbox. Sometimes your emails will be scraped out of the inbox and relegated to spam. Here’s how to make sure this doesn’t happen:
1. Make Sure You Are Using a Double Opt-in for Your Email Lists.
What is a double opt-in? In short, it requires your email subscribers to really, really want to receive your emails before they start to get them. It usually has five steps, including a sign up form, a thank you page, a confirmation email, a link to a confirmation of subscription page, and then a welcome email. These five steps make it impossible for someone who doesn’t want to be on your list to get on that list.
2. Never Email to Old Lists.
Maybe you have an old list lying around from a previous website or business. You think to yourself that these people on this list will probably be interested in what you have to say about this new endeavor, so you send out an email to that list. This is a very, very bad idea and is a great way to get reported and possible have to pay a fine. Always make sure your lists are updated.
3. Include an Easy Opt-out Option.
You are required by law to provide your email subscribers with the option to opt-out of your emails. You’ve probably seen and perhaps used the “unsubscribe” option at the bottom of a marketing email before. Yours should be just as easy to find (most people know they are going to be there and will look for them if they no longer want to receive an email), and should only require one, maybe two steps in order for that person to unsubscribe from your list. And take seriously what they choose as their reason for unsubscribing if you provided them the opportunity to relay that information.
4. Don’t Make Your Subject Lines Sound Like Spam.
Just about every internet user has a spam folder filled with junk emails. They know what they look like, what their subject lines sound like. Subjects like, “Click here now!” or “You wouldn’t want to miss this!” first of all, do not work, and second of all, make your email look like spam, even if it actually contains information that your readers would be interested in. Most of the internet is now immune to the clickbait mentality, so write subject lines that are actually representative of the content of that email and you’re more likely to get people to click on it.
5. Make Sure Your Emails Look Professional.
Nothing looks more like spam, both to the user and to the spam filter, than a blank email. Most businesses are now sending emails that use professionally designed, custom templates, which make it easy for your readers to recognize that this is a branded email and to find and read the information that they are interested in.
6. Avoid Using Bad HTML.
It is extremely common for phishing emails to contain concealed links and images that cannot be scanned by spam filters. You might accidentally use some of these techniques if you aren’t careful. When in doubt, get a professional to design your template and help you format your emails.
Published on April 28, 2016
About the Author: Ashley Bardonaro
