Newsletters are great tools that provide value to your leads, establish relationships with your clients, and stay relevant to past clients. The work you put into creating them makes it all the more disheartening when you get a message that some of your emails have been rejected as spam.
Changing a few words or preferences can make the difference between your lead getting your newsletter and some over-sensitive spam filter incorrectly rejecting your email. Spam filters are designed to weed out email that is not unique and wanted by the recipient. As you prepare your newsletter, beware of making these common mistakes:
Sending a Sales Pitch
If you sound too much like you’re asking for the recipient to use your services, spam filters often assume you’re sending a mass message indiscriminately. Beware of advertisement phrases like “Click Here!” or “Act Now!” Similarly, you probably don’t want to claim that you’ve made a breakthrough or that you have a once-in-a-lifetime opportunity. While none of these phrases alone is enough to put your message in the spam folder, they can add up to trouble.
Sending a Screaming Email
There are several ways to add emphasis to something you’re saying in an email, but adding too much emphasis is not only difficult to parse through, it’s also a red flag for spam filters. HIghlighting your entire text, especially in red or green, looks like you’re trying to draw attention to yourself in the same way spam does. The same is true for using caps lock. THIS SENTENCE MAY NEED TO BE EMPHASIZED, but capitalizing a large part of your newsletter is an easy way to be designated as spam.
Sending Only an Image
Images are fantastic supplements to your newsletter. Each article can have its own picture that enhances what your recipient is reading. However, there’s a large difference between using images and sending nothing but an image. If your entire newsletter is a jpeg, the email is large, likely requires downloading, and is almost impossible to personalize for the receiver. Include a mix of images and text.
Sending at the Wrong Time
While there’s no particular timeline that spam filters use to mark email as spam or not, the longer you wait to send an email after a lead has entered in his contact information, the more likely it is that the lead will have forgotten that he opted in to receive your newsletters. While this doesn’t directly affect your spam rating, if the recipient thinks you are sending an email he never opted into, he is more likely to report your message as spam. This takes just a single click, and while one report is unlikely to make a difference, if a number of your emails are reported, you can be labelled a spammer. This makes it harder to send any kind of email.
Newsletters are best used to provide value and content to those receiving them, so an emphasis on what your leads really do want to read will help you avoid many of these problems. However, it’s easy to get over-excited at what you can offer, so reviewing your email from the perspective of the spam filter will help your message reach more of the people interested in your business.