Marketers around the world are opting for marketing automation to stay a step ahead and be available for their customers anytime and anywhere. But, it doesn’t take time for something new to turn stagnant. What started as a tool for sharper communications has now become a nuisance for the customers. And why not, customers are bombarded with a jet of promotional emails everyday! What they like and prefer stays in the inbox and what they don’t, makes way to the SPAM folder.
What goes into SPAM?
Customers are constantly at the receiving end of emails selling products, offers, credit cards, policies and even gifts that they never played or applied for! More than 90% of what they receive is junk. With so much content (both, good and bad) being churned out every single moment, customers have getting choosy day by day. That’s when emails start making to the SPAM folder.
What makes your emails turn into SPAM?
Incorrect ways and styles of email content are the most favorite feed to the SPAM folder. The SPAM filters work on 2 ends. One – The recipient’s email client like Google, Yahoo, MSN etc. filter out emails that show one or more signs of being spammed.
And Two- your reader or recipient. Your recipient is the crucial filter who decides what needs to be read and what needs to be trashed. Bad content and wrong communication style on emails may land you in the SPAM net and frequent use of the same styles of content may get your IP blacklisted. Customers today are very choosy about they want to read and look at. Being at the receiving end of a constant blast of content, customers tune out most of it.
Avoiding the spam net implies creating sharp, focused and read-worthy content. Here the most common content mistakes that marketers make while creating their emails.
1. Adding Re: and FWD to the subject line
If you think that adding Re: and Fwd: prefixes to your subject line may deem your email important in the receiver’s mailbox, AND might draw his/her attention then you are in for a bitter surprise my friend. Adding these prefixes, thinking that it will make your email look normal is a myth. If you add these knowing that you have never had an email conversation with the receiver before this then be ready for Red Flags.
2. Excessive Use of Images
All image and no text makes an Email an unwanted one. Excessive use of images running in pages is a sure shot way to get your SPAM branded.
3. Hashbusting
Are you into the habit of using special characters to make your words look funky and cool? Hashbusting your email content gets all the SPAM alarms blaring especially if you are going to use them in your subject line. The alternative would be to create credible content with airtight sources.
4. Unnecessary use of Block Letters
Unnecessary use of BLOCK LETTERS event when YOU DON’T NEED THEM raise red flags everywhere once the emails land in the email server.
5.Adding an attachment to your email
A foolproof, well drafted marketing email never houses an attachment. Sending out attachments right in the first email to your customers makes you look pushy and salesy, which the customers detest. Steer clear of the brochures and leaflets till your customers actually asks for it!
Does Your Email Look like Any Of These? Get Ready to be Blacklisted.
So How to Avoid Getting Spammed?
Simple steps like:
1. Using concise Email Subject Lines
2. Focussed Content
3. Balanced use of Text and Images
4. Correctly working hyperlinks and
5. Putting a full stop to Hashbusting could serve as the starting points of getting your emails safely into your recipient’s inbox.
6. Avoiding the trigger phases like 50% off, SALE SALE SALE and anything closely similar to this could land you in the bin
An insider tip: Whenever you design an email, send out test emails to your colleagues and check where it lands. Identify the content mistakes that have sent your emails to the SPAM folder!