Nobody wants their email campaign to end up unseen and unopened. But it’s pretty easy to get there, especially when we make the 5 mistakes that will land your email in the spam folder given to us by Aleksandr Peterson on Entrepreneur. Here’s his list:
- Inadequate permissions — it’s a good idea to have a two-step process to opt in for emails, where a verifying email has an embedded link to complete the sign-up.
- Spammy content & subject lines — if it looks like spam, it’ll be treated like spam.
- Legal violations — if a business sends email, that business should be familiar with the CAN-SPAM Act.
- Unauthenticated sender ID — if not using an email marketing service, make sure you have all the criteria covered and use ‘from’ names like updates@ or newsletter@.
- Not appealing to the recipient — pay attention to what they want, how often they want it, and if they open it.
Who Decides What’s Spam?
While much of the spam filtration is done by the ISP, the most important spam filter to be aware of is the recipient. Your email list should be a valued asset because it has the people who want to hear from you. If they don’t want what you are sending, it’s a good idea to ask why.
This can be as simple as providing a box for comments when they unsubscribe, or sending a specific email asking why they haven’t been opening newsletters and offering options like digests. Email marketing is an art, not a science, because it is all about relationships.
Sometimes people get overwhelmed and just need a break. Other times they no longer need what your business offers. Occasionally, they would love to continue hearing from you if you clear up something that bothers them. You won’t know unless they have a chance to tell you. If they find it easier to put you in the spam folder than communicate what the problem is, that’s where your email campaign will end up.