Even if you collect only opt-in emails for your campaign, about 10-20% of your emails are going to get filtered as spam. Luckily, it is easy to overcome this frustrating aspect of email marketing.
What is Spam?
Technically, spam is any email sent out to a bulk list of recipients who did not ask for it. If you buy an email list and send out bulk emails to the addresses, then you are spamming. Under the CAN-SPAM Act of 2003, businesses are allowed to send out bulk emails but there are some restrictions. If you violate the law, you could be fined $11,000 for each offense – meaning every name that received the spam! You should familiarize yourself with the CAN-SPAM Act but here are the key points you should know:
• You must include an unsubscribe button which remains working for a minimum of 30 days after the email is sent
• You cannot deceive recipients in the email, its headers, or any other aspects of it
• You must remove anyone who unsubscribes within 10 business days
• Your physical mail address must be included in the email
Spam filters use a list of criteria to analyze each email. If they notice certain features, then the email will get points. If these points surpass a certain threshold, then the email goes in the spam folder. Some of the things that spam filters look for include:
• Lots of phrases written in all capitals
• Lots of exclamation points
• Certain phrases, especially related to money
• Putting fonts in bright colors
• Emails which only have images
• Sloppy codes in HTML
All spam filters use different criteria but the best way to avoid them all is to send out only valuable content to subscribers. Try to avoid too much hype or sales pitches and focus instead on building up a relationship with your subscriber.
Are my email marketing campaigns being put into spam folders?
It is really important that you pay attention to your analytics reports. If you aren’t using any analytics, then you are making a big mistake which will quickly hurt your campaign results. Make sure that you are particularly paying attention to the percent of your emails which are being opened. If the amount is low, then they are probably going into spam folders. If you have high bounce rates, then this is also a sign that your emails are going into spam.
If you are worried about getting blacklisted as a spammer, then you should take advantage of the services which all the best email marketing providers have for complying with anti-spam regulations.