August 18, 2014

Whether you’re scheduling a well-crafted product promotion for online shoppers, or a mass communication notice about important changes to your company, you want to get your point across and stay in touch with your customers.

So why spend hours on your email marketing message and creative, for it to only end up hitting the spam folder because of one teeny error you may not have known about?

So you’ve checked for basic spam trigger words in your email, but it’s still heading straight to junk?! What gives?!

Here’s a list of not-so-obvious spam triggers, along with a few additional points on a couple of common triggers that you might not have noticed and that could impact the overall success of your send…

  1. Your text to image ratio sucks, and your poorly coded html is doing you no favours…

If you don’t have a plain text version on your html email, please do something about this. This is a definite no no. A poorly coded HTML can also upset servers – Avoid using Word to create your HTML campaigns. And HTML emails with coloured backgrounds can also be under suspicion from the filter guards.

  1. And don’t go too crazy with formatting now…

The email server is indeed a sensitive one. Turns out colouring fonts bright red or green can also lead to spamnation. And although this seems a bit obvious, never use caps lock or exclamation marks. Avoid these at all costs. No one likes to be shouted at.

  1. There are more trigger words than you think….

It’s pretty obvious that words like “free” and “Viagra” will never, ever make it across the finish line. But I still see instances of other equally unruly words used in campaigns. Stop it.

Unlike online advertising, you can’t be aggressive in your calls-to-action with email marketing. Email servers feel under attack. What you might not have known is they’re even so sensitive that words like “opportunity”, “marketing”, “huge sale” and “insurance” can all raise little red flags.

  1. “Dear” and “Test” can also be a problem…

“Dear” (FNAME) will apparently get you blocked sometimes. Why? We don’t know. But why not try titling your emails with a “hey there” or “sup?” if you get into a junk-mail-classifying pickle? Using the word “Test” in your subject line can also cause issues. Not so great if you’re an agency sending tests to clients to review.

  1. And don’t fit all of your website page links into one email…

Most people recommend one or two solid links in your email. By putting in too many links, you can destroy your chances of visibility. If you must have any one link however, this would be your unsubscribe link. It’s amazing how many people forget this. Your email will most likely not see the light of day without one.

And that’s just a few of our common uncommon triggers from the database of spam sensitivities out there. By combining your knowledge of email marketing dos and donts with our list of not so obvious triggers, you should be able to fire off those future emails free of spam worries.