How to Keep Your Email Campaign Out of the Spam Folder

The next time that you look up the latest buzz or trends in digital media, take note of just how many discussions on email marketing you’ll come across. There’s a lot to digest, isn’t there?

All the technical know-how in the world won’t solve your problems or do the work of communicating to your ideal customers. Email marketing is most definitely technical, but you don’t have to be an IT expert or coder to ensure the effectiveness of your email marketing campaigns.

Why Email Marketing Is Important

A business that uses newsletters has the ability to get closer to its customer more than any other medium, and that’s the way it always will be. And why is that?

Before all these wonderful digital communication tools and social networks, email was sort of the next best thing. Then along came texting and the rest was history.

Who would have thought that this technology would come so far and give businesses a vehicle to reach virtually the entire public with an email address? Yet, there is a down side. The advent of new technologies also attracted those who would abuse it.

You know them: spammers and hackers. That’s just a start. What you need to know, more importantly, is what you can do to not get blacklisted like they have been (and for a good reason). One thing you want to avoid so that you don’t put a black mark on your business is to start an email marketing campaign off on the right foot.

By making the necessary adjustments as suggest below, you will have a communications system designed to keep your brand squeaky clean.

Construct an Email Newsletter People Will Read

Zipcar is an example of a fast-track company who also has compelling communications, which is probably a factor of their immense success. Many businesses with an online presence can benefit by learning from the example they set.

Take the example from one of their email messages for a promotion of spring 2014:

(Subject: Share $80 in free driving credit when you refer a friend by April 11.)

Message below header:

“It’s always nice to get extras – more whipped cream on your sundae, an encore at the end of a good concert and bonus free zipping. We can give you at least one of those things. Refer a friend and split $80 in driving credit when they join (now until April 11).”

If you notice from the subtitle above, the word “people” was used instead of “customers.” The people who purchase any of your products or services–they are certainly customers, but they are people too; and people read emails.

If they are moved by your strategy enough, then (and only then) they’re your customers.

So what can you do to encourage people to convert into paying customers by means of your email newsletters? You’ll want to mind these technical aspects:

Employ Email Management Software (EMS)

Some web site builder services have built-in newsletter management tools but for a high powered solution you should check out some of the most popular EMS applications:

Constant Contact

Using Microsoft Publisher, an attached PDF, or a regular email are all big NO-NOs. Not only do the messages look spammy and dated. They also lack the design capabilities and flexibility that modern EMS applications do.

MailChimp and HubSpot are both very user-friendly, offering a myriad of templates, tutorials, and compatibility with HTML/CSS emails. Note that MailChimp has a free feature for those who want to test drive the beneficial features before purchasing the premium features. SendFree is free as well.

Format Your Emails Properly

Images – include them as attachments.

HTML/CSS – always include a rich text version for people who don’t want HTML emails.

In order to make sure your domain isn’t blacklisted, you’ll want to check and see using Uribl.