With a large influx of new email marketers this year, we are bound to see a lot of people jumping into this without truly knowing what’s required.  The check list seems to consist of insuring that they have a working unsubscribe link in their email.

Obviously if you are new to this, take a look at these basic starting up posts:

5 Tips to making your campaign start successfully

Email Design Essentials

Now back to the question in hand, Spam…

I think when people that have just come into email marketing  they tend to think of Spam as just a way of stopping their email getting into the recipients inbox.

What that is referring to is the rules set out by the Spam filters and is only half of the Spam spectrum.  In this post I’m going to attempt to cover every aspect of spam (or more realistically, all that I can think of).   

Why have I received a Spam complaint?

A question that you’ll most likely come across during your email marketing life.  Usually the answer boils down to one of these:

The recipient doesn’t remember asking for your mail or when they signed up.

The usual cause of this is using old email address lists or your mails have been too infrequent. 

This is why most email marketing experts will say keep your mails regular.  Now we don’t mean it has to be religiously regular.  This can cause you to send out a pointless email which is just as damaging as not sending out emails for a prolonged period; I will though, come to that in a minute.

The other reason for this is could be that you’re using a purchased list.  In which case, the answer is very simple as to why they don’t remember signing up for your mails.

A good way to prevent this is to remind them of the address they used to sign up with and the date you subscribed.  Personalisation of the email as well can restore faith that they did once sign up for this email.  This can at least prevent them from thinking it is spam and if they no longer want the email, they can go for the unsubscribe link instead of the report spam button.

Your emails aren’t interesting

Something I have already brushed upon, uninteresting emails can cause Spam complaints.  Yes you’re email is legitimate and they did sign up but recipients don’t have to abide by the laws and can still report it as spam if they feel it is not interesting as it can sometimes be an easier process.

The solution for this are pretty straight forward: be interesting.  Though we will always say be regular, don’t be regular for the sake of it.  Have some interesting content or offer in there to keep it engaging.  That way, not only will that campaign be interesting and produce some returns but it will encourage future opens; a win-win situation.

The Unsubscribe process is hard/annoying

I’ve found that some companies are just annoying with their unsubscribe process.  There are still quite a few companies that feel offended by unsubscribes and feel that it is a sign of a poor campaign etc. so actually hide the unsubscribe away.  This just isn’t the case – an unsubscribe can be just that the recipient is no longer in need of what you offer.  Unsubscribes can also act as valuable research into what makes appeals to your subscribers.  Hiding away that link will do nothing but annoy your subscriber and do much more damage than just letting them go.

Another annoying unsubscribe trick is when companies sell on your address to affiliates.  Let’s say you enter a competition and the company that collects your address decides to send emails to you from affiliates.  You don’t want these emails and attempt to unsubscribe.  The problem is, you’re only unsubscribing from that one off campaign from that affiliate and so still receive a barrage of pointless emails – By the third email, niceties are over – can’t. click. report. spam. button. quick. enough.

It’s simple, don’t make it hard to unsubscribe.  Unsubscribes don’t have to be the end anyway.  Read my post on positive unsubscribe processes and turn that unsubscribe into an opportunity.

Also, if you ask for you subscribers to unsubscribe by replying by email; make sure you honour it.

You’re Sending too Frequently

The point has become even more relevant this year as people turn towards email marketing as the most cost-effective direct marketing method.  Someone needs to meet the sales quota and instantly thinks about “blasting” another email to hit their targets.  Soon the emails have such poor content and become uninteresting that the user either switches off forever or gets annoyed and hits spam (especially if you take your time with previous unsubscribe requests).

The solution to this is to always try and keep to a set frequency and only rarely increase your send if you really have something important to say or offer.

Why has it gone into the Junk Folder?

This is slightly more predictable as there is a general set of rules to abide by but once again, you can’t account for companies personal spam rules.

Spam Keywords

Certain words will trigger a spam filter to mark it as potentially unsolicited email.  These words actually get assigned different scores based on the likelihood of the email being spammy and these scores add up throughout your email.  If you end up clocking up a high score throughout your email, it will end up junked.

To avoid this, don’t use too many spammy words!  Mailingmanager offers in its system a pre-mail spam keyword check that will run through your mail and highlight the spam keywords for you.  Just get that score low and you stand a much higher chance of inbox delivery.

Image to Text Ratio

Some emails won’t be delivered due to the massive amount of images in them.  This is because when Spam filters tightened a while ago on spam keywords, spammers chose to insert all the content that was getting blocked into images to avoid the content filters.

Avoid using images too much.  You can usually push your branding without having images everywhere.  We always advise you do this anyway as many clients now have images blocked as standard and by having your message as text, you can still guarantee you get your message across despite image blocking.

Reputation

The reputation of your sending server can play a massive part in the delivery of your email; in particular, in the B2C area of email marketing.  Many of the major online email clients (hotmail, yahoo etc) will check the originating source of the email and then decide where to deliver it.  A high scoring reputation will give the email a very high chance of delivery and vice versa.

Maintaining a good IP reputation is a big subject on its own but in short you must ensure that:

Lists are well maintained and cleaned

Unsubscribe requests are honoured

Of course one of the major advantages of using an ESP such as mailingmanager is that you don’t have to worry about any of this; we do it all for you.

Poor Coding

You just wouldn’t believe the amount of times I go through this with customers – and I pin all the blame on Microsoft for this.  Poor coding can cause deliverability problems as the filters reject bad coding (the sign of a spammer).

Why is it the sign of a spammer?  Because most true spammers do not care for html and instead go for creating their emails in programs such as Microsoft Word, which inserts all this non-valid html rubbish into their coding when creating an html page in there.

A lot of newbies to email marketing will tend to use Word to create the content of their campaign and then paste it over to their email from there.  The problem with that is it also transfers over some of this rubbish code with it so that it keeps the same fonts and sizes, which in turn hurts the deliverability chances of that email.

Best thing to do in this situation (as you’ve guessed) is to not use Word to create your content.  Programs such as notepad will work perfectly in creating content offline and then paste into your email and do the fonts within the campaign itself.

Common Mistakes

CAPITAL LETTERS in the subject header

There’s really no need to do this anyway as it makes your mail look unprofessional.  People in a bid to stand out in the inbox of their recipients put the whole subject header in capital letters.  Instead of grabbing their attention it has the complete opposite effect as the recipient will only ever view it if they look at the junk folder.

!!!

Yes we get it, you have a cracker of a sale on.  There’s more effective, more original, and less spammy methods to grab their attention than exclamation marks throughout the email and subject line.

The Clumsy Mistakes

There are a few slips that sometimes people don’t realise they’re doing or are just forgotten when creating a campaign that are worth remembering when sending out campaigns.

“Dear xxxx”

Spam filters flag this and give it a reasonably high score if you put Dear as the opening sentence to your campaign.  Try doing “Hi” “Hey” “Good Morning” etc. instead.

Text part doesn’t match html content

This is one of those lazy mistakes that can give your email quite a high spam score.  You’ve created your email and asked for it to be multi-part but instead of creating the text version, you’ve left it as the standard “your email can’t view this email, view it here online”.  The filters don’t like this.  Luckily for the lazy ones, mailingmanager has an auto text content creator within the system so use that to create an easy text version of your campaign.

Being too Spam word free

I have to put my hands up and say I only ready this a week or so ago and it was new to me then.  I also can’t for the life of me remember where exactly I read it so I apologise for not linking through the original article.

Apparently having an email that has zero spam keywords in is also bad and raises the alarm in the spam filters.  So whilst watching your spam keywords, make sure you don’t go over the top.

“Test” subject header

Obviously this will never go out to your customers but when you’re testing your campaigns, avoid using the subject line “test” as you may find yourself baffled as to why your email is going into the junk folder.

Sending tests to multiple people within the same company

So you’ve finished your email and you want to send it to everyone in your department to see what they think.  One or two get it but the rest either don’t or it takes ages for them to receive it.  The problem you’ve experienced is that your companies Spam filter has flagged your test as a Spam attack.  Try to keep it to only a couple and test across addresses.  This also helps you look at the rendering at the same time – handy!

Well there it is.  I must personally apologise for how long this ended up being as I really wasn’t planning for this kind of length but there you go.

I’m sure I’ve misseda few things out so please add on to this or even better, if you’ve wrote a post on the subject, put a link to the article in the comment box – even if you’re a competitor, I’ll accept the post.

Tags

Spam | email marketing campaign | spam filters | subject line | unsubscribe link

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