Avoiding the Spam Filter


Spam … nobody likes it (unless it’s fried!), but receiving it is inevitable. Unfortunately for marketers, many people get so much email, that instead of filtering through it all, they simply go through and purge everything. This is where a good marketer can stand out from the competition, using email marketing techniques that’s sure to get their emails read.

There are a few different ways to make sure your emails aren’t deleted. One thing to note before I dive in to the subject: while there are preventative measures, ending up in someone’s junk folder may still happen. It could be an issue on the recipient’s end. But, with that being said, let’s discuss what you need to do on your end.

File size – A post from MediaPost states that you should not send files larger than 110KB. The perfect size is between 15 and 100 KB. With larger file sizes, not only do you have to worry about being flagged as spam, but the recipient could have issues opening your email. You want your email marketing to be user-friendly and as simple and straight forward as possible.

Don’t use all caps in your subject line – When someone sees a subject line that is in all caps, that immediately reads spam. They won’t even open it. It also gives off the idea that you’re yelling at them and nobody likes to be yelled at. According to a study by the Radicati Group, more than 85% of respondents prefer an all-lowercase subject line. Just in general, using all caps whether in a subject line or in the body of the email isn’t very appealing to the eye.

Watch for spam trigger words –Avoid words that can come across too “salesy.” If you are reading your content and it sounds too much likes a sales pitch, then you need to re-word it. Be creative and find different ways to approach the subject without giving too much away. To help you out, here is a list from HubSpot of common spam trigger words.

Don’t go picture crazy 😜 – Pictures can really add spunk and creativity to your emails, but they really aren’t great at helping an email get to the inbox. That is not to say you can’t use any graphics, but use them sparingly. This can tie into the file size issue as well. Having too many graphics can cause the file to be extremely large. Another thing to note is that graphics can really take away from the personal touch of the campaign. You want your audience to read your content, not just look at pictures.

When creating an email marketing campaign, there are a lot of things to remember. Write content for the right audience, watch your analytics, make sure your message is clear, etc. But what does any of that matter if they don’t even open it or if they don’t even get it? All these aspects of the campaign are important, but your No. 1 focus should be to make sure they get it. While there are more than just these four rules contributing to accurate deliverability, these will get you started in the right direction. After every campaign, take a look at what email addresses were blocked and weren’t able to receive the campaign. Depending on the number, switch up your approach next time.

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