Avoiding the spam filters is one of the most important aspects of a successful marketing campaign, and we’ve spent years honing our virtual karate techniques to combat spam and ensure deliverability. Our Senior Digital Content Manager has gathered a list of the most important anti-spam tactics that you need to know.
PUT A CAP ON ALL-CAPS
Capital letters and exclamation points have their place in the world—however, that place isn’t in email subject lines. Overuse of the upper case is a surefire way to set off red flags (not to mention, your recipients can easily misinterpret your tone as being overly aggressive.) Your message should be strong enough on its own to not rely on capital letters to emphasize keywords. Similarly, while it may seem like exclamation points add excitement to your words, in email copy—especially subject lines—they read as unprofessional. 69 percent of email recipients report email as spam based solely on the subject line, so keep yours short, straightforward, and free of these two major spam triggers.
BLACK, NO BLUES
Equipped with a keen sense of color, email spam filters will stop at nothing to send messages with tinted text straight to the reject bin. While peppering an offer with all the shades of the rainbow may seem like a great idea to call attention to what you’re offering, in actuality you’re putting your deliverability at a distinct and obvious disadvantage. There’s even greater reason to stay in the black—colorful text can be difficult to read or off-putting to recipients.
DON’T GET TRIGGERED
Be careful what you type. While effective subject lines are generally lauded for an ability to be clever when they generate strong open rates, the wrong words can wreak havoc. Phrases that promise unrealistic returns such as “Miracle Weight Loss Treatment” and “Lifetime Relaxation with a Single Massage Session” are easy targets for a fine-tuned email filter machine. Leave the gimmicks to the used car salesman down the street—choosing words like “cheap” and “guaranteed” or excessive use of the dollar sign “$$$” will ensure that your emails never even get off the lot.
GIVE YOUR LIST A CLEAN SWEEP
A large number of hard bounces, a term for invalid, canceled, or non-existent email addresses, will alert Internet Service Providers. The higher your bounce rate, the lower your reputation will fall, and your emails will automatically wind up in the spam folder. FetchRev’s platform makes it easy to filter hard bounces that result from your campaigns so that you can remove these addresses before they affect your standing.
SHOW THEM HOW TO BOUNCE BACK
Inactive email recipients can be as detrimental to your efforts as hard bounces. Keep close tabs on addresses that haven’t engaged with your emails—or only engage infrequently. Then, follow up with a re-engagement campaign with an enticing subject line and an offer that intrigues them to interact.
STAY ON THE WHITELIST
A simple way to steer clear of the spam folder is to directly ask your customers to add you to their address book. This tactic tells your recipient’s email provider that messaging originating from your business’ email address is “safe” and belongs in the inbox—not tossed aside with spam. In the FetchRev platform, you can add a line to the copy in your offers or newsletters asking your customers to Whitelist you.
KEEP SUBJECT LINES STRAIGHTFORWARD
Spam filters are smart, and chances are, any tricks you thought you had up your sleeve to sidestep them are already on their radar. Substituting numbers for letters (such as in the words FR3E or M0NEY) is a sure way to both end up in spam and lose credibility with your recipients. Similarly, starting with “Re:”, “Fwd:”, or stating the recipient has won a prize when there are actually additional conditions will land your messaging straight in the email abyss. Bottom line, don’t do it.
MAINTAIN A STEADY LINE OF COMMUNICATION
Nobody wants to receive five emails a day from a business, but emailing your list only once every few months can be equally harmful. When your customers don’t recognize your name because of infrequent communication, they are more likely to report the email as spam. Conversely, if you send multiple emails within 24-48 hours of each other, your odds of hitting the spam folder are high. Don’t worry though, our platform is built to protect your list from overexertion by blocking or postponing any emails sent within 24 hours of one another. It’s just one way our system has your back!
Need advice? Talk to your Hownd account manager to get the ball rolling on some exciting campaigns.