In today’s world, you cannot go five minutes without receiving spam in your inbox! Fortunately for us at Coast Digital, we deploy industry-leading spam filters that intercept 90% of these emails before they reach our inbox.
Unfortunately, this also means we must battle even harder to guarantee marketing messages get delivered. Indeed, ensuring the transmission of authentic emails is a significant difficulty. Deliverability has become the number one concern for email marketers as spam filters get increasingly advanced.
Here are my top strategies for getting emails into the inbox of your consumers.
1. Selecting the appropriate email system
The email system you use has a significant impact on how many of your messages get through. There are numerous systems available that provide a plethora of capabilities to guarantee that your emails are as targeted as possible.
What’s more, the vast majority of them will be whitelisted by all major email providers. Therefore, it’s worthwhile to inquire about who they’ve white-listed and, if you’re sending large quantities, how many emails they can securely send to these providers in an hour.
2. Two-stage opt-in
To comply with data protection laws, you should send emails only to individuals who have opted-in to receive your communications. And, if nothing else, you should employ a double opt-in to improve the quality of your list.
Not only must users sign up on your site, but they must also click a link in an email you send confirming their want to receive your electronic communications: this is referred to as the double-opt in.
Additionally, while spam filters do not take opt-ins into account, this strategy allows you to request that consumers add you to their “white list.” Which nicely leads me to my next point.
3. Encourage users to add you to their “white list”
You should always encourage users to “white list” your email address. If a user white lists your address, all correspondence sent to that address will always reach their inbox.
You can request this from users at an early stage, such as immediately following their initial sign-up, and then again in subsequent contact.
Indeed, many large firms have a page on their website with detailed instructions on how to “white list” them with the majority of the main email providers (hotmail, gmail, etc). Additionally, they will include a link to this page in all of their email correspondence.
4. There are no attachments
Whatever you do, avoid attaching files to your emails unless you are certain they will be sent (and even then, I would not encourage it). Because attachments may contain viruses, they will always draw the attention of spam filters.
5. Send HTML emails with a plain text version included
Always send an HTML email in plain text. This implies that even if a person is unable to access or receive HTML emails, they can still view your plain text version.
Additionally, if you’re not interested in creating a plain text email, you can use it to link to a (website-hosted) version of your HTML email. This manner, the user will still see the HTML version of the message, but through their browser rather than through their email client.
6. Be on the lookout for trigger words
Spam filters look for trigger words in email content and use this information to assess whether a message is spam. Obviously, Viagra (and other sex-related terms) are off-limits, but there are certain words that appear to be extremely pertinent yet might still cause complications. A comprehensive list can be found here: http://www.businessknowhow.com/internet/spamwords.htm.
Before sending, always run your content through a spam checker. In general, an effective spam checker will identify any problematic words.
7. Address of origin
Take care not to include any trigger words in your from-address. Even if your email’s primary aim is to promote special discounts on your website, refrain from sending it from email@example.com.
This is a common error, and one that is frequently overlooked even by spam checkers.
In each email marketing, the subject line is the most significant piece of text. If you do it wrong, your open rate will suffer significantly, even if your message passes spam filters!
Ascertain that your topic line contains no trigger words. Additionally, make it interesting and pertinent so that the user is compelled to open the email.