Want Your Emails to Reach Your Customers? Think Like a Spammer

Kevin Getch Written by
Kevin Getch
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To many companies, their email marketing efforts are the lifeblood of their business. If not, it’s certainly an indispensable marketing tool. Email may be one of the most important ways you communicate with your customer base. It may even be the only way, other than on your website, that you inform customers about promotions and new product roll-outs.

With all that in mind, ending up in a customer’s spam folder can be the death knell to your online marketing efforts. If you are experiencing problems with being labelled as spam, you need to start thinking like a spammer. Sort of.

All you have to do is start your research by going to your own spam folder and see what those emails have in common or what you think may have triggered the spam filter in each.

Here are just a few things that you should not be doing. The benefits of avoiding these mistakes are actually twofold. Not only are they spam triggers, they also look unprofessional and amateurish.

  • Don’t “YELL!” – By this I mean, don’t use ALL CAPS. It also means avoid using exclamation points! Particularly multiple exclamation points!!!
  • Avoid sensational language – It may work for print tabloids and TMZ, but if you use sensational phrases like “once in a lifetime” in your email, you will probably be spending a lifetime in spam folders.
  • Use basic text color – Try to avoid using colored fonts. When your text is red or green, spam filters think you are a spammer.

There are many other spam triggers, but these are basic no-no’s. Remember, there’s no cure-all to avoid spam filters. All you can do is minimize your chances of ending up in email hell. If you see a marked improvement in your sales conversions, it may come by minimizing the times you hit the spam folder.

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