Email marketing has been dealing with the spam problem since the beginning of email marketing itself. It’s a hard enough task to deal with, considering that emailing has seen its decline especially in B2C marketing. Although it is pretty much still alive in B2B, you have to make sure your emails go through.
It has the potential to be disastrous to the entire strategy. The moment your email host has been marked as a spammer, your open rates and deliverability will drop and your account may even be suspended.
The notion that spam filters cannot be tricked is not entirely true, though.
Spam filters work by scanning the email based on content and choice of words. The system in which it operates is actually defined lucidly, therefore giving us the chance to modify our email formats to avoid being convict of spamming. You may have drafted a very professional template for marketing but if you miss out on an important identifier, your email will still be spam.
Consider these pointers:
- Subject line. Almost everyone who has used email would know what a spam subject line looks like. Avoid punctuation marks (especially exclamation points), don’t write them in all caps, and don’t use spam-ish terms such as “free” or “download”. Don’t substitute numbers or characters for letters, too.
- Main Content. The body of the email obviously must also be spam-free. See if you can always include a plain-text alternative, which will usually be matched up to your HTML content. Plain-text emails are not typical for spam structures, so if only a small portion of your HTML message is included in your plain-text message, most likely your email will be flagged.
And while you’re at it, make sure your HTML codes are solid. Otherwise lousy codes attract filters.
Colors can also affect tagging, so keep your color extravaganza on a low, especially with attaching too many images (one-image formats also trigger filters, so be somewhere in the middle). Keep the ratio of text to images under control, and make sure your overall formatting adopts the formal letter style in general.
- Key: Make it a 2-way convo. As soon as the recipient responds to the email, the spam filter criteria are practically voided, because the email now becomes a conversation. To make this happen, give the other person a reason to reply. Ask relevant questions about their business. Present an idea and ask for feedback. Once the exchange has been established, you will have made a “name” for yourself in your prospect’s email and will never be tagged as spam again.