6 Tips to Keep Your E-mails Out of Spam
If you’re an e-mail marketer in Canada or the U.S., you are likely aware of a more stricter anti-spam legislation. Particularly in Canada, fines have been expensive, to say the least. The most recent update of Canada’s anti-spam legislation (CASL) highlights some substantial fines. These include ones issued by the Canadian Radio-television and Telecommunications Commissions (CRTC) of $1.1 million to Compu-Finder for sending e-mails without consent and $48,000 to Plenty of Fish for not having a clear unsubscribe mechanism. In the U.S., similar penalties can placed on companies who do not comply with the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 (or the “CAN-SPAM” Act).
But penalties and court dates aren’t the only threat to your e-mail marketing campaign if you’re not operating smartly. The potential loss of profit your company could suffer as a result of spam filters can also add up to a substantial amount.
Assuming your company is practicing safe and legal e-mail marketing, there are some practical tips to effectively keep your content from ending up in someone’s spam folder. Let’s discuss the top ways to keep your spam count at zero and ensure your e-mail marketing campaign is a success.
1. Avoid Language Flagged by Spam Filters
This may seem like an obvious tip to start off with, but it’s important that you constantly remind yourself to review the language used in your e-mails. Spam filters are only getting smarter, adding more words to the list of e-mails to weed out and related key phrases to flag. As a result, what worked yesterday may not make it to the inbox today. Keep up-to-date on spam filter trigger words and consider running all your e-mails through a spam filter test program before sending them out to ensure they pass.
2. Don’t Send Out All E-mails at Once
This only applies to organizations with lists larger than 2,000 subscribers. This is the number of messages that are legally allowed to be sent in an hour in Canada, and following suit in the U.S. is best practice. Batch your e-mails up accordingly to avoid ending up in the junk folder.
3. Provide a Clear Way for Subscribers to Unsubscribe
As mentioned in the beginning of this article, not providing an unsubscribe link can be costly and goes against anti-spam legislation in the U.S. But not having an unsubscribe link is also the top reason e-mails end up in the junk folder. Any current automated e-mail program should already come with unsubscribe options, so if you ensure your company is using a current app, this shouldn’t be an issue. If you’re using an outdated application, this is a good reason to update.
4. Keep Up-to-Date E-mail Addresses
E-mail providers actually punish organizations that continually send messages to disabled, non-existent, or full inboxes. Conduct regular assessments on your lists and remove the addresses that are unnecessary.
5. Ask to Become a Contact
This is a sure way to guarantee you’ll always end up in the inbox. The best practice is to ask subscribers as they sign up for your list, usually in the confirmation e-mail. That way, you deal with this early on in the process.
6. Put Thought into Your Subject Lines
Try to avoid terms like “free” or “guaranteed winner” in your e-mail marketing messages. People recognize when they’re being sold to. Clever subject lines can increase open rates. Conversely, poorly thought-out subject lines rarely get read, often ending up as junk.
There is an art to e-mail marketing. This is something your organization needs to strategically plan out, the same way you would any other campaign. Segregating lists, personalizing messages, and adding infrequent yet eye-catching graphics are all ways to improve open and click-through rates and avoiding falling into the trash folder.
Macromark has over 25 years of experience in direct marketing, showing we know how to adapt and thrive under various circumstances, including changes in spam filtering and legislations. Contact us today for targeted lists and strategic help on your next e-mail marketing campaign.