We were recently asked how to keep marketing or promotional emails out of spam filters. While there is no easy or full-proof solution, there are several key considerations when crafting messaging and format.
Here are some things to avoid:
- Phrases such as “Click Here” or those with a gazillion exclamation points!
- ALL CAPS, especially in the subject line.
- Sloppy HTML code, which can occur from converting a Microsoft word file to HTML.
- Creating an HTML email that is one big image.
- Excessive use of different colors, fonts, sizes, images and so forth.
Are you sending a commercial email, also known as an e-newsletter, e-blast, etc.?
If so, consult the CAN-SPAM Act and make sure you are in compliance. Don’t worry, it should not be hard to follow the regulations as you will want to employ many of them for effectiveness anyways. Some takeaways include:
- Subject Lines: Your subject message must accurately reflect the content of the body message.
- Contact Information: Your message must include your valid physical postal address. We advise including other contact information as well (e.g. email, phone number).
- Unsubscribe Option: Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future.
After considering some of these avoidances, also remember you need a solid marketing strategy. For more considerations in email marketing, read our past blog post Increase Email Open Rates.