Remember when you enjoyed having emails? There was only one email inbox, and it was thrilling to hear you have mail. There were no separate Promotions or Social tabs back then, and all your email was under one roof. Those were easier times for digital marketers. If you are in the email marketing industry, you are under the relentless strain of having to worry about spam traps, spam trigger terms, and anti-spam laws. You must consider the best email marketing best practices to prevent spams.
The creation of targeted emails to avoid being sent to the spam or branded as spam by subscribers has become an art in itself. You will eventually run into spam filter problems if you send enough email campaigns. According to ReturnPath, around 21% of permission-based emails sent by legitimate email marketers end up in junk files.
Be ever-vigilant when sending emails to your recipients. An integral part of optimizing the openings, clicks, and sales you get from your email campaigns avoids spam filters. Spam filters and ISPs work harder than ever to minimize inbox irrelevance, so you must know what are the email marketing best practices, understand what spam is, how spam filters and firewalls work, and some of the measures you can take to prevent flagging.
What is Spam?
Often known as junk email, email spams are unwanted messages sent in bulk via email. Most spam messages from emails are commercial. Many are not only irritating but also harmful. Since they can include links that lead to malware-hosting phishing websites or sites – or have malware as file attachments.
What are Spam traps and Spam filters?
Spam traps are ISP’s first line of defense against spammers. They are email addresses created specifically for spammers to be detected and monitored. You are automatically flagged as a spammer by the ISP if your activated email reaches such an address. Your IP address and your domain are blocked, your deliverability rates decrease, and it can take up to a year to regain a good reputation for the sender.
The second line of ISP protection against spammers is spam filters. Software that filters out unwanted and unsolicited bulk mail using various parameters. Thereby preventing it from ever reaching email inboxes. Spam traps scrutinize the minute specifics of your targeted emails to ensure that unnecessary and poorly published information never gets to subscribers.
Email Marketing Best Practices to Avoid Spam
1. Write as if you were going to write to a friend
Start by changing your view of email marketing. Think like a friend instead of thinking like a marketer. Look at your inbox with fresh eyes. Does it seem like something you are sending out to a friend or colleague, or is it high on sales and promotion? Tone it down and write an email you would like to receive and read as a friend.
2. Make your subject lines clear and relevant
Write a direct but smart subject line that forces individuals to read your email. Although your subject lines can still be imaginative, make sure that you are not misleading. Pulling on your readers with the old bait and switch would make them angry and hate your brand.
3. Pay attention to your “From”
Use a real person if possible. An email with the name of a specific person mentioned in the “From” address is more reliable than an anonymous address. If it is not possible to choose a particular person from your team, choose a common “From” area, such as Support or Contact.
4. List your contact information
List your contact information in your email just as you would do on your website. It not only increases your reputation and integrity as a real business, but it also gives your customers a simple way to contact you if they have any questions.
5. Do not use suspicious formatting
Wonky formatting, such as using too many fonts, colors, or all caps lock, is a no when it comes to email. It is certainly not going to get you noticed and might even mark you as spam.
6. Avoid trigger keywords
Think of how you go through an email inbox of your own. There are possibly some terms that will cause you to delete an email instantly even before you read it.
7. Always have a way for your recipients to unsubscribe
There should always be an option for your email marketing. Be sure to include links to unsubscribe and honor requests to unsubscribe promptly.
Sadly, there is no magic formula that guarantees your emails won’t be landing on spam. ISPs, ESPs, and anti-spam laws are brutal, and there is no specific guidance to help you deal with deliverability issues.
For most marketers, avoiding spam filters and bringing your campaigns into the inbox is typically not top of mind. But it can have a crucial impact on the results you get from your campaigns and can give your brand an edge over your rivals.
So, think back to some of the best practices provided in this guide as you go about implementing your email marketing initiatives. Email marketing is not dead. Doing so will not only boost your open and click-through rates for that text but will send constructive signals to email providers to help ensure that any potential promotions you send to your subscribers land in the inbox.