Let’s be honest, we have been waging a war against spam in one form or another for far too long. Some of which, your business creates. Yes, even you can be a spammer without even realizing it. You spend time and resources dedicated to creating content, building out emails, only to press the send button and have them go straight into someone’s spam box.
But why do your timely constructed emails get placed in the “untouchable” folder? Well, you can thank the CAN-SPAM Act for that. And no, the CAN-SPAM Act doesn’t affect your use of canned Spam, but stands for Controlling the Assault of Non-Solicited Pornography and Marketing. The CAN-SPAM Act was implemented in 2003 and ever since, email providers like Google have taken measures a step further to keep their users safe from unwanted messages. Unfortunately, for businesses this has led to:
- False spam positives from authentic emails
- Continued email causalities
- Waste of resources
- Loss of potential customers
While this is a hard hit for businesses, don’t get discouraged. Instead, take the proper steps to avoid having your emails sent directly to the spam folder.
Keep Your Emails Out of the Junk Pile
Ensure you’re not violating the CAN-SPAM Act:
- Keep emails applicable to recipients
- Give recipients a clear opt-out option
- Avoid misleading or deceptive subject lines and email headers
- Include a valid physical address
- Send timely emails
- Avoid overwhelming recipients
Watch Your Language!
Your mother has told you time and time again to be careful about what type of language you use. The same can be said for certain verbiage in subject lines. Some terms will directly affect how your emails are being categorized via spam filters. To keep your emails far from spam filters, avoid words and symbols like:
- Extra Cash
- Increase Traffic
- Search Engine
- This Isn’t Spam
- Avoid Bankruptcy
- Stock Alert
- Stock Pick
- Eliminate Debt
- Full Refund
- Give Away
- All Natural
- Promise You
- Real Thing
- Opt In
- Print Out and Fax
Determine if Your Website is Content Compatible.
You might not think the content on your business’s website would have any effect on the likelihood of your marketing emails being triggered by spam filters, but it surely does. The content on your website, like many other digital marketing tactics, must be relevant and related to the content in your emails. If the connection is missing, there’s a higher possibility of your emails ending up in the spam folder. To counteract this probability, try to:
- Create quality content for your website
- Relate your content back to your emails
- Hire a consulting agency if you’re short on resources
Analyze Your Email Content.
Are your emails more promotional than helpful? Spam filters have advanced enough in the last few years to recognize email content. By using just a little too much promotional lingo, you will wind up sending your emails straight to spam.To combat this, email content should be at least 80% helpful and at most, 20% promotional.
Check to See if Your Email Hosting Service Delivers a Significant Amount of Spam with Your Email.
While email can be an inexpensive form of marketing, free hosting services and dynamic DNS (Domain Name System) providers will only land your emails in the spam slammer. This will waste not only your time, but in the long run, your resources and money. You can’t expect low cost sites and services to give you the email ROI you’ve been searching for. A paid email service or program will get your emails to the right inboxes. And upgrading further to marketing automation will make sure that your emails are sending the right message, to the right person, at the right time in the sales funnel to deliver your business a drastic increase in ROI.
Don’t Let Email Providers Treat Your Emails Like Junk
To capture the ROI you’ve been yearning for, you’ll need the proper digital tools. Gartner Research shows that triggered email programs deliver a 600% improvement in campaign performance. By upgrading your emails and email services, you’ll get that much closer to achieving your desired ROI. Learn more on how upgrading your emails and website will enrich your ROI today, and take our free Marketing Automation Health Check to see how ready your business is to embrace a fully upgraded email experience.