It's always a challenge getting your marketing emails into your subscriber's inboxes, but here are 5 simple things you can start doing now to increase your results immediately...
1. Subject Line:
Avoid ALL CAPS and excessive punctuation. It can help to limit spam-trigger words like 'free' or symbols like $, but the steady rise of ecommerce sites has meant the spam filters can be more tolerant these days. Best option... keep it low-key and conversational, so long as there's still enough incentive to get your reader to open and read your message.
2. Preheader Text:
Repeat keywords from the subject (e.g., “Your discount inside”) and again, avoid the spam-triggering words and characters. A lot of people skip this but it can make areal difference to your open rates in some email clients.
3. Body Content:
Keep it conversational and avoid hyped phrasing and excessive punctuation. Keep any images under 30% of total space.
4. Links:
Use one primary CTA link (multiple links = phishing risk). You can repeat that (once max) but generally try to avoid linking to multiple different pages. The exception can be if you are sending a directory/resopurce style email, but use those sparingly and make sure you have a very high text to link ratio.
5. Unsubscribe:
Include a visible opt-out (hidden ones trigger filters). Some people worry that this marks their email as a marketing message, so they try to hide them waaay down the page, or use obscure text to try and disguise the function.
No need! Mailing lists are a fact of life these days and spam-handlers will probably be more suspicious if there's no unsubscriber link... especially if your content is obviously 'commercial'.
Bookmark This Tool:
Test some of your emails with Mail-Tester.com before sending. After a while you'll start to see the problematic areas automatically, and learn to avoid them during the creation process.
Bonus Tip:
HTML vs Plain Text makes a difference. HTML mails look good, but can tip your score over the line, so if you get a problematic score for a HTML email, try submitting it as a plain text version instead and see if that helps get it past the spam filters!
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Miriam
intoads@gmail.com
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