Email Spam. More like rejected or ignored. You need to do a few things right to avoid your messages being classified as email spam.
The fight to curb email spam is one to have on a daily.
According to Life Wire, 205 billion emails are sent out in a day. For more perspective, that’s 2.4 million emails sent every second. And 74 trillion per year. Email is surely one of the most-used components of the internet and people are touted to send 4.3 billion emails in 2022 emphasizing how much we as humans depend on it.
As a marketer looking at an email marketing strategy, you need to understand how to work around the clatter that is in the numbers above. With so many players in the market, email marketing has evolved over the years. Now, various strategies can be implemented with email marketing to get the maximum ROI.
Your customers have more than 75 marketing emails to either look at or look through in a day on average and this is tiring even just to think about. Therefore, finding the right technique will help your message not be marked at email spam.
In a perfect world, your emails should go straight to the recipient’s inbox, get opened, and generate click-throughs. But you can’t get conversions and leads if your content is being marked as email spam.
So, What Is Email Spam?
Email spam is a folder that exists on email services to filter unwanted messages. Since plenty of messages are generally automated, it becomes a real pain for people to keep track of the genuine ones. The spam folder is designated for mainly promotional emails, which the customer feels has no value.
Ouch!! You may want to avoid your messages being classified as having no value.
How To Avoid The Email Spam Folder
Use Genuine Sender Name
Sending the email from a recognizable email address is a good practice of email marketing – either your own or the organization’s email. A lot of ESPs also pay attention to the name on the “from” field. The advanced tech used in detecting spam gathers info based on the message source, among other things.
Avoid Purchased Lists
Quantity is good but if the quality of deliverability is being greatly hurt, STOP. Ideally, the purchased addresses have no prior relationship with the sender and chances are high your messages will be finding refuge in the email spam folder. Purchasing emails, and blasting messages anyhow soils your reputation as a sender.
Mind Your Language
Just as ESPs pay a lot of attention to the name in the “from” field, they easily pick up on the wording context in the emails you are sending. Words like “Free”, “Gift”, “Win”, “Buy”, “Promote” trigger the automatic “Mark as Spam” which if not flagged automatically, the recipient is most likely to do it manually on their end.
Read More: Email Spam Trigger Words
Teamup with a reliable ESP
Email Service Providers (ESP) are evaluated as senders based on the reputation of the Internet Protocol (IP) addresses and domains of their clients.
Careless ESPs with low scores on the IP addresses of their senders are destined for spam folder delivery. Eventually, they will be blocked by providers like Gmail, Yahoo! Mail, and Hotmail.
ESPs that send only solicited emails and ban spammers from their platforms have greater credibility with mailbox providers. Customers are more likely to experience undisturbed inbox delivery if they follow the steps outlined in this post.
Plan your content accordingly, with respect to seasons. Ask yourself these questions before you hit send: Why are you sending this email? Is this message adding value to the subscriber?
If you don’t have a clear answer to these, you should probably re-evaluate the message. Don’t send content just to say hello or provide a friendly reminder that your company exists. Your subscribers don’t care about this.
Keep In Touch
Sending one or two emails every month may not be as helpful as you want to think it will. Customers will forget who you are and easily give up on what you have to offer. If they fail to recognize the “From” field, the probability of your email being opened is lower than that of the message being labeled as email spam.
Subject Lines are Key
A successful email marketing campaign starts with the subject line.
You could have the best promotional message in the world, but nobody will see it if they don’t open the message. It’s in your best interest to keep your subject line as short as possible. Research shows that email subjects between 1 and 20 characters yield the highest open rates, regardless of what type of email you’re sending.
This is partially due to the fact that 55% of emails are opened on mobile devices. If your subject line is too long, it will get cut off when it’s viewed on a cell phone. If the subscriber can’t read the full subject, it decreases the chances they’ll open the message.
Avoid Tricky Moves
What may have been effective in 1997 no longer works today. Remember, being caught red-handed in any of these practices may cause permanent damage to your deliverability ratios:
- Hashbusting: Inserting random characters in the subject line or content to fool spam filters, e.g. “F.ree. p.r!z.e”
- Deceptive Subject Lines: Starting the subject line with “Re:” or “Fwd:” to suggest an ongoing communication with the sender.
- Misleading Claims: Subject line stating that the recipient has won a prize, while the copy lists conditions that have to be met in order to claim it.
- Image Text: Concealing a text message in an image to fool spam filters. Read More HERE.
Ultimately, keep it simple. Read More
It’s great you’re focusing on your email marketing campaigns. But if your content is getting marked as email spam, it’s obviously not an effective strategy. There is a need for you to look through your content with reference to the guidelines above and get rid of the practices condemning your content to the email spam folder.
This 2020, in October, MonkeyPesa will be launching a one-stop business management tool and solution set to address accounting, marketing tools and practices, social media handling and performance and EMAIL MARKETING. Under the email marketing tool, will be tutorial to in what best practices to adopt for successful email marketing campaigns. For more updates on the product, SUBSCRIBE HERE.
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