Avoid Your Newsletter Ending Up As Junk

email marketing small businessA couple of weeks ago we published a blog post explaining the benefits of designing responsive emails and the key points to help your emails entice mobile users. But is there much point creating mobile responsive emails if they still end up in Junk folders?

Finding out that a newsletter or email marketing campaign you have spent a lot of time designing has been labelled as spam is very frustrating and can lead to a decrease in click through and conversion rates.

Why Start a Newsletter for Your Small Business?

It may be the case that you are still considering whether or not Newsletters or other forms of email marketing communications are beneficial for your business. Email marketing is one of the longest standing digital marketing techniques and as such has seen an influx of spammers trying to pry users with false advertising and lured claims. Because of this, Internet Service Providers (ISPs) have savvied up to black-hat email tricks marketers have used since the ‘90s and introduced a number of measures to filter the emails they believe to be spam and put these into Junk folders.

Even with these ‘barriers’ however, marketers still use email as part of their digital marketing strategy – and rightly so. Email is still one of the most commonly used digital marketing techniques; not only because it is cheap but also because it is one of the most effective ways to convert customers. Over 65% of consumers from one study were found to have made a purchase online as a result of email marketing messages.

So How Can You Avoid Your E-mail Ending Up As Junk?

In order for your newsletters to bypass Junk and land in Inbox folders there are a number of measures you can follow:

1. Let People Unsubscribe

When sending out a newsletter you should always include an unsubscribe button. This will help users who unintentionally signed up to your newsletter stop receiving your updates and will also help to decrease the amount of receivers marking your email as spam.

2. Drip Your Messages

Most email provider’s spam filters monitor the amount of emails you are sending at one time. Even if you have a quick server, if your newsletter is being sent to a large list you should have the server send the newsletter our in ‘drips.’ Sending out more than a thousand emails to one email provider at once will be more likely to be targeted as spam.

3. Encourage Users to Add You as a Contact

If a receiver adds your to their address book, contact or friend list your email will always end up in their inbox. Where you can, you should attempt to encourage people on your email list to add you as a contact.

4. Avoid Bad HTML

Email provider spam filters will scan your email for bad HTML coding. If the if coding looks like it wasn’t carried out by a professional then it can end up in a spam folder.

5. Don’t Say it With Pictures

Hiding spam messages in pictures is one of the oldest ways hacks tried to overcome email filters. Embedding images within your email is not a bad idea, but sending an email that is just one big image file will be more likely to end up in a junk folder.

6. Use Spam Free Language

Certain styles of language will be seen as spam. This includes overuse of the word free, overuse of exclamation points and certain cases of coloured fonts. You must also be careful of the wording you use in your email title as mis-leading or deceptive subject lines can result in you being fined. If you are worried about your email being labelled as spam there are a number of different tools you can to check your emails before you send them out.

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