Contrary to what others may say, email is still a powerhouse in communicating information to a mass audience. Unfortunately, email spam has always been present with scams, unwanted info and advertisements. As email spammers are getting increasingly creative and using various tactics, who’s to know what is a real email or spam? Junk mail filters pick up certain traits, but you never want a recipient to think your email is spam. With that in mind, here are five tips to keep your emails from being flagged as spam:
- Stay away from the CAPS LOCK – This one is just common sense. Besides looking aggressive and LIKE YOU’RE YELLING AT YOUR AUDIENCE, it’s one of the least sophisticated, and most common attention getters that a spammer could use.
- Be aware of specific words and characters – This is especially true in the subject line. Junk email filters know several spam keywords, phrases, and characters. Try to keep your subject line free of “sales-y” terms such as “Satisfaction Guaranteed!”, “Free fill in the blank!”, etc. Also, never use special characters such as $ or # signs. There is no need for it.
- Don’t douse your email with images – Less is more. With all of the assets your marketing department might have on hand, it’d be hard not to be tempted to include five or six powerful images in your email broadcast. After all, you want this to look slick, right? Well, if you do go overboard with the graphics, the probability that your email will be flagged as spam will sky rocket! The trick is not to eliminate images entirely, but rather to use them effectively:
- Place your image as a banner – Place your image at the top of your email – don’t have it any wider than 600 pixels, or any taller than 75 pixels.
- Keep most text out of the image – You can keep at maximum the title of the event or a logo/phrase. But keep the descriptions as text within the body of the email under the banner image.
- Make sure the image file size is minimal without sacrificing quality – A good rule of thumb is to keep it under 1 MB but if you can get to 100 kB, that would be the best way to go. Larger image sizes may not show up or show up too slow to make your communication effective.
- Avoid RED fonts – As a colour that relays a sense of urgency, red fonts have been used extensively in the spamming world – avoid using red if at all possible. Try a font colour that matches branding or make the font bold.
- Follow all applicable anti-spam laws – Anti-spam laws exist and you need to adhere to them especially if you are sending emails to overseas clients. Each country is different but the most typical question asked is “Do you have their express permission to send email to them?” If you’re not sure, ask for it. This will likely build trust and confidence with your clients making your email less likely to be marked as spam. Another rule of thumb is to always have an unsubscribe link. If this is difficult to find, your recipient might find it easier to mark it as spam. The more complaints received regarding the emails you send, the higher the likelihood that the email service provider will blacklist you altogether or even worse, the recipient filing a formal complaint to government.
There is much more to think about when sending email communication, but hopefully with these tips, you’ll see your email opens rise and your spam rate fall. Although it may be difficult to get a 100% open rate for your email broadcast, you can definitely help yourself by making your email less likely to be marked as spam.
For other event planning or online registration tips, please visit the ePly Blog.
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