How to spam-proof your email marketing campaigns

Email marketing is fantastic for a number of reasons – and we love it, if you didn’t already know.

Email allows companies to connect with their customers, and potentials through a personal and informative technique. However, if done incorrectly, emails will not reach the intended recipient and could end up in the junk box, instead of the inbox – meaning your hard work coming up with and crafting an email will have gone to waste.

Here are a few tips for spam-proofing your email marketing campaigns, to ensure your emails are seen in the correct place, and by the correct person:

1. Work on your subject line

It will take some time to master the perfect subject line. What may seem an easy and forgettable task, will determine if your email is even opened. It has to grab the user’s attention whilst explaining what the email contains without lying. You will learn how to balance being clever, funny, and informative. Consider split testing your subject line to understand what type or keywords really push your contacts buttons.

2. Build a newsletter

Use a newsletter campaign to give your contacts the latest news and updates from your company. If you have a good bunch of opt in subscribers, they will be looking forward to receiving your emails, and as they interact with it – open and click – they will get past the spam filters in future.

Remember to be informative, get to the point, include a small amount of humour (try not to offend your readers) and entertain.

3. Avoid fillers

Don’t include additional images, HTML, or hyperlinks if you can avoid them. Filling your template with nonsense will not help your spam score – helpful content will boost it.

4. Remind your subscribers

There’s no shame in asking your contacts to add your sending address to their Safe Sender List or to whitelist you. This will ensure your emails are delivered, and the images will be displayed. If they don’t do this, they’ll need to download your images each time, and may miss out on some great content.

5. Be picky

When it comes to advertising, you need to choose your partners carefully. A spammy company can bring down your company reputation, and your association with spammy companies can increase your spam score, and annoy your existing customers.

6. Implement a double opt in

When a contact subscribes to your emails, ask them to verify their email address. This means you will be 100% sure that the email address is correct, and that the contacts is 100% sure about receiving your emails. You’ll then end up with a pot of contacts that are definitely interested in your correspondence.

7. Use a spam check

This may seem an obvious one when trying to avoid spam, but a lot of email senders don’t do this. Run your email past a spam checker (there’s one built into our system) before sending out. This will give you an overview of the spamminess of your email, and will offer suggestions for amends if required.

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