How to ensure your eMarketing doesn't become spam

Written on the 20 November 2012 by Snap Marketing

Email marketing is a simple and effective way of promoting business products and services to clients, but you must comply with best practice guidelines to avoid the dreaded spam filters that can damage your client communications and your business.

How do you get caught by spam?

Spam filters detect junk mail based on a variety of factors. They help curb millions of unsolicited emails sent daily by spammers around the world, but if you have a genuine offer then youll want to avoid being tarnished with the same brush.

Subject line: Like a red rag to a bull, your subject line is where spam filters find most of their evidence. Avoid the use of too many spammy words and punctuation like:
  • Win
  • Free
  • $
  • !!! or ???
Your subject line should adopt a conversational tone, not one that pushes your products. Personalisation and your company name helps.

Content: Spam filters detect if your email content is not an accurate reflection of your subject line. Repeat words used in your subject line in the body of your email. Include contact details and personalisation (e.g. Hi John) to score some spam bonus points.

Design: If you are using a sending tool, your email will be built in HTML. If its sloppy, the filters will think youre an unprofessional operation, so keep the code clean.

Frequency: If youre sending emails too frequently, you risk damaging your client relationships. Unless a client has signed up for daily eNewsletters, try not to send email marketing more than once or twice a week, and only send them if you have something important or relevant to say.

Help! I've been spam-filtered

Even if you follow all of these tips, it still isnt guaranteed that your email wont be blacklisted. So how do you return from exile? Its not an automatic process and it varies between email providers. If you improve your subject lines, content and designs then you might automatically drop off after a time, or you might have to contact your email provider directly.

Email marketing requires time and effort to create beautiful templates with great content that strengthens your client relationships. But if your email gets caught in spam filters, it can cost your business.

Contact your local Snap Centre to find out how we can help with your business eMarketing needs.


Author:Snap Marketing
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