If you spend valuable working hours drafting and perfecting email content and creating eye-catching visuals, then you’ll know how frustrating it can be to have your emails disappearing into the ether as soon as you hit ‘send’. Having your emails go into the junk folder of your contacts and customers reduces the impact of your marketing activities, but there are simple steps that you can take in order to make it more likely that your emails get to your preferred destination – the inbox of potential and existing customers.
- Authenticate your email with SPF, DKIM, DMARC, etc. If you have an email marketing tool, in the settings you should have the ability to authenticate your email. If you are unsure, reach out to the support team for your tool and/or your web developer/host and seek advice from them to find out what you can do to ensure that your emails are authenticated.
- Make sure that people have signed up to receive the content – and are getting what they sign up for! Sending unsolicited emails is a no-no, as it’s likely to result in spam complaints and could result in your email marketing account being restricted or suspended if you are a persistent offender. If potential customers and interested parties have signed up to your mailing list because they want to receive interesting news and product updates from you, then it’s less likely that they are going to complain about being spammed by you when they receive an email (with the information they requested!) – unless you are emailing them three times an hour! You will get unsubscribes from your mailing list (it’s a natural occurrence) and you may even get the odd spam complaint from someone who has signed up, but it’s far less likely that this will have a negative impact on your email deliverability if you have a dedicated mailing list.
- Consider a double opt in: This builds on the idea of a legitimate mailing list, and can prove useful to a.) reduce bots signing up (if you can’t add a CAPTCHA, etc. on your sign up form) and b.) ensure that interested potential customers can actually receive your emails early on in the relationship. A double opt in can help to ensure that only the most interested of potential customers signs up to your mailing list, but does tend to result in a smaller mailing list than without double opt in (as some people don’t want the additional effort of having to confirm their interest twice).
- Clean your list: If you’ve got people on your mailing list who haven’t opened or engaged with your content for a certain period of time (i.e. 6 months), consider whether or not you actually want them on the list at all. They may have lost interest in your product or service, so why not send out a couple of ‘Hello? Do you still want to hear from me?’ type emails, and if you still don’t receive a response consider removing them from your mailing list. These disengaged individuals can skew your overall email marketing engagement statistics, and are also more likely to unsubscribe (and potentially flag you as spam) when they are cleaning up their own mailboxes in future. A good clean up of email addresses that have ‘bounced’ can also prove beneficial when it comes to making sure that your list is as up to date and engaged as possible.
- Avoid spam trigger words. Though spam filters on inboxes are a lot more sophisticated than they used to be, there are still certain trigger words that can result in your email being more likely to be classed as SPAM. Phrases such as ‘Get rich quick!’ and ‘Make lots of Money!’, for example, are clearly associated with spammy email content, but there’s a surprising number of other phrases that can also trigger a spam filter! Take a look at this helpful blog from hubspot that features some of the most prominent spam trigger words: https://blog.hubspot.com/blog/tabid/6307/bid/30684/the-ultimate-list-of-email-spam-trigger-words.aspx
If you are concerned that your marketing emails aren’t reaching the inbox, or aren’t as effective as they could be at engaging your mailing list, why not get in touch today? We’ve got extensive experience working with a variety of different email marketing platforms and can help you to find increased engagement for your unique business. Get in touch for more information – we’d love to hear from you!