4 Ways to Write Spam-Free Emails

Creating effective email campaigns can be highly rewarding and successful for your business if done wisely. Many individuals fall victim to the destructive category that is ‘spam’. Spam grabs hold of emails not suitable for your primary inbox due to a number of potential reasons. Email platforms are becoming more sophisticated and are always aiming to reduce spam.

The email subject line is often the main reason behind an email being automatically filtered as spam. There are a couple of easy measures you can implement today to ensure your emails successfully reach the intended audience.

In this blog, we hope to break down some of the most common faults seen in email and how your business can drastically improve this very important marketing channel.

Here are 4 measures to drastically improve your subject lines:

(1) All Caps: I know what you might be thinking. Surely scripting your email subject lines in capital letters will make your message stand out to the reader. However, it doesn't positively influence your spam score. It can be viewed as aggressive, hence triggering spam filters. Instead, you should focus on using catchy buzzwords and actionable verbs to gain the customers attention and demonstrate value towards them.

(2) Limited Characters: This may seem like common sense, but it cannot be overstated that writing long subject lines is ineffective and spammy. It creates a sense of uncertainty among viewers and looks unappealing to read. Somewhere between 30 to 50 characters is best practice for getting your viewpoint across. Less is more when it comes to an email subject line as customers are bombarded with emails on a daily basis. Therefore, providing a clear and concise message will enhance the opportunity of higher click-through rates.

(3) A/B Testing: This is one of the most insightful methods to improve your email campaigns. With A/B testing, you can compare different aspects of emails against each other to understand which performs best and results in less spam. For example, one subject line could use personalisation and another does not. Other email characteristics that can be tested include timing, long vs short emails or using questions or statements in the subject line. Simple changes to your email strategy may yield significant results for your business.

(4) Avoid trigger words: There are a myriad of words that are instantly rejected by email platforms and sent to the spam folder. Some of the most used spam words include free, click here, %, save and order now. What do these all have in common? They promote selling activities. Therefore, your email subject line should not be structured to sell a product or service. Alternatively, the email should aim to provide relevant and valuable content to the subscriber. Put yourself in the mind of the reader. Would you like to be targeted with emails 24/7 only trying to sell you something? The answer is no. Furthermore, be clever and tactical when generating subject lines and try to establish trust with customers.

Other best practices for email marketing campaigns include:

(5) Segment your subscriber base: Know exactly who your emails are intended for and that the nature of each email is relevant to that viewer.

(6) Include an “Unsubscribe” button: To obey CAN-SPAM legislation, make sure subscribers have the choice to opt-out of emails from your business if they wish to do so.

(7) Consistency: Try to maintain a consistent format with each of your email campaigns. This not only makes it easier to develop and alter emails, but creates a sense of familiarity among subscribers.

(8) Test Email: Possibly the most important aspect of email marketing is reviewing and double checking your emails. Send them to a friend or work colleague to get a second opinion on the structure, copy, calls to action, message etc. In addition, when you are 100% positive the email meets the requirements, you can send it.

Email marketing is a fascinating channel for growing strong customer loyalty and increasing traffic to your site. However, it takes time to meet the many requirements that lead to higher click-through rates and meaningful message delivery. Use A/B testing and other tools to discover what works well for your company and your target audience. By incorporating some of the above tips into your email checklist, you can quickly make long-lasting improvements to future email campaigns!