In one of our previous blog posts we already discussed the increasing importance of email marketing and what businesses can do to grab their readers’ attention and retain continued interest in the offered products and services. An important aspect of compiling effective, but at the same time professional, marketing emails is to make sure that your intended audience actually receives your carefully composed marketing materials.
As more and more online safety and security procedures are put in place to protect the unsuspecting consumer against spam or fraudulent emails, spam filters are also increasingly optimized and can throw a real spanner in the works when it comes to attracting your target audience.
These tips can help you make your marketing emails spam-proof and ensure all business communications land neatly in your customers’ inbox, ready to be viewed:
1) Start with the framework.
Before even typing the first word of your sales pitch, there are already a few measures you can take to make all future emails spam-proof. One of the most detrimental things for any e-commerce business using email for marketing purposes is to feature on a blacklist, so make sure you discuss your concerns with your own ISP provider and switch over to another one if necessary. Getting in touch with some of the major global email providers and asking them for their stance on your current ISP may also help. In any case, try to use only ‘professional’ email addresses, preferably with your company name after the @-sign.
2) Use a professional subject line.
The importance of a good subject line when trying to grab the attention of potential customers has already been firmly established. But a professional, creative subject line, which does not contain an obvious sales pitch or any words that could be considered as spam, is also crucial to ensure your email reaches its target. Call-to-actions should be subtle and not contain words such as ‘free’, ‘buy’ or the brand name of your product.
3) Keep your content clean.
There are a lot of ways to optimize content and make sure it does not get recognized as spam. The style and tone of your email should be professional throughout and ‘spammy’ words or an abundance of images should be avoided at all costs. This does not only serve to fool spam filters but will also make consumers more likely to read your message than the umpteenth ‘buy cheap Viagra NOW’ email they have just received. Use properly coded html and take the time out to create a plain-text version of your email – something spammers with too much time and potential victims on their hands are usually loath to do. Lastly, do not be afraid to include your business info and contact details in all your emails. The more retraceable information you provide, the more credulous your company will look to wary consumers.
4) Give customers a choice.
Whether they have previously shown an interest in your company or not, all potential customers have one thing in common: they do not want to be forced into anything. Spammers rarely give consumers an option and this is a slippery slope you do not want to travel on. Offering customers the opportunity to opt in on your website ensures that your mailing list is ready and waiting to receive your important communications. Also include the option to opt out of your mailing list in every email you send.