Marketing

How Litmus Spam Checker can help your Email Marketing Campaigns


When it comes to email marketing, there are tools available to help with everything from splitting your contact list to finding where in the country your contacts are based. It’s unfortunate that there isn’t a tool that makes your lunch for you (yet). Arguably no tool is more important than a spam checker, and the one we use at Wired Marketing is industry leader Litmus.

In this post we’ll give you the full low down on Litmus Spam Checker. This is an important part of ensuring your email marketing campaigns are delivered to the inbox each and every time.

Why do we need to check our campaign for spam?

An email marketing campaign is no use to anyone if they don’t reach the intended recipient. Spam filters will analyse your email campaign before decided whether to let it through to the recipient’s inbox. To do this they look at a number of variables for example, the image to text ratio, certain keywords that are associated with spam, the wording in the subject line and the size of the images, amongst others.

Around 130 billion spam emails are sent every day, and as such, it’s important that your email is not classified as spam, and it reaches the intended person.

A spam check is important to ensure you understand how your campaign is viewed by the ISP and by contacts.

What if we don’t?

Even if you are not INTENDING to send spam emails, if your contact views it as such, and the report you to the ISP for spamming them, your future deliverability will be affected. This means your well-structured, beautiful campaigns will not get through each and every time.

Deliverability is revered in the email marketing world. If you have a high deliverability rate, obviously the amount of emails that get through will be higher than someone with a low deliverability rate – meaning a higher number of contacts see your brand and potentially convert.

How can Litmus help me?

In Wired Marketing’s system, a Litmus test costs £5 (excluding VAT), and this test will show you which areas of your campaigns are potentially threatening to the ISPs. Your campaign will be scored against common ISPs, and it will also help you understand how to improve your campaigns to reduce the spam score.

litmus screenshot

Do we need to do this every time?

If you’re new to email marketing, it may be worth using Litmus for your first few campaigns until you have more of a handle on what works and what doesn’t.

See our other helpful articles on email marketing best practices, to understand what is generally acceptable across the industry.

Can Litmus help in any other way?

Another handy tool that Litmus provides is the Email Client Market Share. This is completely different to the spam checker, but it can prove very useful for your future sends.

This is updated once a month, and shows on average, how many users are opening their emails through specific email clients. At the time of writing, over 230 million opens were tracked using Litmus analytics and Apple reigns supreme with 25% of those opens.

This may seem inconsequential but it is very helpful. For example, let’s say you have a database of 10,000 contacts and you are checking your email renders correctly in Outlook, Gmail and Apple Mail – but what about little known client Lotus Notes. Should you check your email in this browser, just in case someone somewhere is using it? Well, you can check the email client share list. As you can see (again from the time of writing), Lotus Notes is not in the top 10, and is likely used by less than 1% of those email opens measured.

email clients top 5

We’re not saying you shouldn’t check ever – as your send reports will tell you which clients is used most by your list, but that it will help you make an informed decision.

Need any help? Feel free to email or tweet us @Wired_Marketing.

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