8 Guidelines to Avoid Spam Filters

In today’s business marketing mix, email marketing is a key component; however, with all the great ideas also comes various challenges to achieving desired results – one of which includes deliverability (i.e. avoiding spam filters). 

Spam filters score each and every email, deciding which will “pass” and which will be “filtered”, in turn not being delivered.  All emails are scored for spam on a point-based system (a 5-level scale between 0 to 13+).  The more points you get the less likely your email will pass the spam filters.  Below are a few ideas on how to improve deliverability. 

1. Use quality HTML.  Don’t use web files that have been created in Microsoft Word and other non-HTML tools as they are usually filled with “garbage code”.  Unbalanced, invalid or empty tags will be sure to set off those spam flags.  Also, it’s a good idea to validate your HTML through a free HTML validator (just search google, there’s plenty to choose from). 

2. Keep your subject lines clean.  Avoid spacing out words, using strong characters and don’t use a lot of capital letters (some are OK).  Also, beware of quotations, dollar signs and exclamation points.  Don’t start your subject line using words like “Free”, “As Seen” or “Offer” and don’t put toll-free numbers in – all are bad ideas. 

3. Text should be EZ to read.  All of the text in your email should be easy to read. Don’t use invisible text, teeny font sizes or overly large font sizes, as these can trigger spam filters as well. 

4. Be careful how many images you use.  Thinking about sending your email as one or a few big image files to control fonts and layout.  If yes, then don’t do it.  Little text and a lot of image files in your email will cause spam flags to go off.  Use images where needed, however, for text areas use actual text.  An added bonus, when recipients block images in their preview pane – they can still at least see part of your message to decide if they want to open or not. 

5. Include text-only email.  When sending HTML email, always include a text-only version as back-up, for those who don’t accept HTML emails.  Make sure to keep it as close to the original HTML copy as possible; the closer the copy, the less likely your email will be blocked. 

6. Check your unsubscribe language.  It’s law to include a way for recipients to manage their email subscriptions; however, many spammers include this and either don’t do anything about it or worse, use it as a way to verify your address. In turn, spam filters have started to negatively score the following phrases: ”to be removed” and “to unsubscribe”; instead try other phrases like “Manage your subscription” or “If you no longer wish to receive…”

  

7. Include privacy policy.  Include a link to your privacy policy in your email footer. No real spammer would ever do that (at least not with a working link) and the spam filters know that. 

   

8.  Don’t mention anti-spam laws:  You can loose big time points for mentioning anything about spam laws.  Many spammers claim they are compliant with spam laws, which they aren’t.  This practice will now cause spam filters to go off.  

    

Hopefully above guidelines will assist you with your future email marketing efforts.  With that, if you have additional ideas on avoiding spam filters, please share.  We’d love to hear from you!

9 Tips for Effective Email Marketing

Email is a great tool and can be used effectively for direct marketing programs if done properly; however, there can be low rates of return, you can risk annoying would-be customers, and have to understand spam guidelines to avoid a negative impact. 

With that said, email marketing is a powerful medium if you carefully craft an effective campaign.  Here are 9 ideas to help you succeed: 

1.     Don’t rent email lists.  Don’t learn the hard way.  At first, it may seem like a good idea – paying a low price for thousands of names and emails.   However, most of the time the quality isn’t there (i.e. the demographics aren’t highly targeted, many emails are outdated, etc…) and there’s the risk of being accused of spamming, which quickly diminishes credibility.  You never really know what you’re getting.  So don’t do it! 

2.     Build your own list.  There are many good ways to build an email marketing list.  On your web site have visitors opt-in (whether for a newsletter, at check-out or when completing an online form).  In your retail establishment, ask customers whether they’d like to receive email communications from your business when they are paying for their purchase.  With that, don’t make it a simple request – be specific about what’s in it for them (i.e. get a bonus, receive discounts, learn about special sales and events, and more).  Sell them on the value of the communications and guide them into signing up. 

3.     Be clear about your value.  Make sure your emails are exciting and full of substance.  The communications should be informative and useful.  Offer tips, ideas, suggestions… things of value to your customer.  Use the email’s subject line to announce the offer upfront. 

4.     Be consistent.  You should view your email marketing communications as ongoing dialogue between you and your customers and prospects.  Consistency is key.  Schedule your emails weekly or monthly based on the communication needs of your business.  Also, be consistent with formatting and type of content you provide.  Work towards having customers anticipate your next communication. 

5.     Keep it simple.  From layout and design to the amount of content you include, make sure your communications are easy to read and pleasing to the eye.  Limit the content to only “pure value”.  Bring in a marketing writer to at least review your content.  The best way to fine tune this creation cycle is to collect samples of emails that work and emulate their structure, design and basic content blocks.  Always proof your work many times over. 

6.     Be aware of spam triggers.  Many people use spam filters.  While they are helpful for the end consumer, they make your job more challenging.  They keep you from reaching your customers and prospects.  Arm yourself by understanding what types of words are likely to set off spam filters (i.e. FREE, Special Offer, etc…).  Many email marketing tools have “spam checkers” built in as part of their service.  If not, you can easily find one.  It’s important to educate yourself to be effective. 

7.     Effective campaign management.  Another challenge to email marketing is actually managing your campaigns.  Once you have the customer data, you need to be able to segment and target them, manage the data sets, the campaigns and the communications within those campaigns.   There are many great companies offering effective and affordable services – from the basic (www.icontact.com) to the more elaborate and more expensive (www.Eloqua.com).   These are just 2 of many, so do your research to be sure you find the right one. 

8.     Make it easy.  Make sure it’s easy to sign-up; from a quick form in retail to 1-click opt-in on web sites – make it painless to join. Also, make it easy for readers to pass along your communications.  By nature, email is viral – so encourage people to pass it on.  Lastly, make it easy to opt-out.  The ability to unsubscribe is key to following spam guidelines and keep your would-be customers happy. 

9.     Test for effectiveness.  From testing your campaigns before you send them to reviewing metrics of specific campaigns after sending them, make sure you understand what’s working and what’s not.  Take corrective action based on those results.    

Summary:  Email marketing is an effective marketing tool once you understand the limitations and empower yourself with the knowledge on how to create, optimize and deliver successful campaigns.  Do your research to ensure success.

Please post your ideas and suggestions below for further dialogue. 

10 Tips for Effective Copywriting!

Below are 10 tips to ensure you produce effective copy. (Excerpt from article posted by PeteSavage.com)

                  

 1. “You” can make a difference. The word “you” is perhaps the most important word in copywriting because it involves the reader with your message. So instead of writing about what your company offers, write about what the customer gets. [Instead of: “We offer the most advanced…”, write: “You get the most advanced…”]  

          

2. Features tell, benefits sell! Good copy clearly communicates the benefit that your product or service delivers to the customer. Poor copy merely lists features. Here’s how you avoid that trap.  As you write about the attributes of your product, ask yourself, “So what?” Your answer will lead you to the benefit.  

   

3. Keep your message clear. Focus your message on [only few key] benefits that deliver the highest value to your customer. Otherwise, you’ll overwhelm the reader.  Write (just) about the main benefits [the product / service] helps deliver to the customer.  

       

4. Energize your copy with action verbs. Action verbs help readers picture themselves using your product or service. “Our expert investment advisors provide reliable advice,” is dull. “Get expert guidance from our investment advisors and watch your assets grow,” is much more exciting.

          

5. No grades for grammar. Good copy not only avoids many conventional rules of grammar, it torments the daylights out of them! This means you can do things that would make your third grade teacher squirm. 

          

6. Reinforce your USP > Unique Selling Point. Make sure you remind customers of the reason(s) why they should buy from you. Your Unique Selling Point (USP) is the characteristic of your product or service that sets you apart from the competition.  

               

7. Prove it! …with testimonials. Naturally, new prospects may be skeptical of your offer, especially if they have not heard of you before. One of the best ways to overcome this skepticism is with testimonials. Make sure the source of the testimonial is someone the reader can relate to.

          

8. “That’s” a problem. When you’ve written your copy, look it over for all occurrences of the word “that” [and delete]. You can often make a sentence much more readable [with this simple trick].

      

9. Tell your reader what to do. Your ad or promotional piece must have a call to action, which tells the reader what to do. Some examples are: “Call today for a no-obligation quote.”, “Call now while supplies last!”, “Visit our website and enter this password for your free subscription!”  

         

10. Ask for help. Everyone needs an editor. When you’ve created your copy, have someone you trust review it. This person need not be a fellow employee; in fact, look for someone who reflects your target audience (a friend, spouse, business contact, or client). [Give it to them "cold", listen to feedback, edit and start again.]

   

Read entire article at PeteSavage.com >>

        

If you have additional tips, we’d like to hear from you!