Email deliverability is an essential part of a successful marketing campaign. In the same way that Google constantly adjusts its search algorithm to provide the best search results, digital marketing professionals should adapt their email campaigns to ensure that emails are not being erroneously filed as spam.
The wording of emails is key
One of the first ways to avoid the spam folder is through the wording of emails. Emails containing spam trigger words are more likely to end up in the spam folder.
Although there is no specific list of trigger words to avoid when constructing a marketing email, it is important to remember that spam filters aim to remove commercial advertisements and promotions. As such, words that are common in these type emails are to be avoided. Examples include “reverses ageing”, “stop snoring” and “serious cash”.
It is also best to avoid common phishing phrases. In general, phishing emails are designed to steal the recipient’s identity by encouraging them to click on a fraudulent link, normally disguised as part of a trusted service, such as a bank or favourite website. Phrases common in such phishing attacks include “please verify your account” and “dear valued customer”.
Always take care with formatting
The format of marketing emails can influence whether or not they are classified as spam. When sending HTML emails, it is imperative to include a plain text version of the email as well. This is not only because an HTML email without the plain text version can often end up in the spam box, but also because it ensures that recipients who are unable to receive HTML emails can still view the content of the message.
It is also good practice to maintain a sensible text-to-image ratio. In general, it is preferable not to include any images at all. However, in cases where this is unavoidable, it is important to remember several key points. Firstly, never send image-only emails, as these will invariably be classified as spam. Secondly, for every image used, it is preferable to include at least two lines of text. Finally, use well-formatted HTML that will display properly, no matter which type of device the recipient is using to view the message.
Problems with attachments
When sending marketing emails containing attachments, it is sensible to avoid overly large attachments and certain file types. In general, .jpg, .gif, .png and .pdf attachments are all considered safe to send, provided there is also some content within the body of the email. Executable attachments, such as .exe, .zip, and .swf, should be avoided entirely.
For larger attachments, or attachments that would usually be classified as spam, it is generally better to use a service such as Dropbox, providing a link to the files in the body of the email.
Email authentication
It is important to make sure that email servers are configured to support the DomainKeys Identified Mail (DKIM), Sender Policy Framework (SPF), Sender-ID and Domain Keys protocols, and that they are properly implemented. This helps the ISP determine the authenticity of marketing emails from a technical perspective. There are a variety of services available to check your email authentication, such as O T Alliance.
Given the important role emails play in any digital marketing campaign, email deliverability and avoiding the spam folder should be at the top of the agenda for any digital marketer wishing to reach more customers and improve engagement. With 22% of opt-in emails currently undelivered, there are many lessons still to be learnt, and many improvements to be made to the content, format and configuration of marketing email campaigns.
By Carly Brantz, Marketing Professional at SendGrid.
PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.
comments powered by Disqus