Previously we elaborated on a few reasons why your emails might be going into your spam folder from a technical standpoint. However, did you know that the content of your email also plays a vital part in determining whether emails are classified as ‘spam’?
Sometimes, even if everything is perfected from a technical aspect, your emails can still go to your recipients’ spam folder due to the faults of your content, some of which you might not even be aware of.
Today we are going to be sharing a few tips that will help you understand how to structure and edit the content of your emails to make sure that they will go straight to the inbox. So without further ado, let us begin!
Avoid letter capitalization
Do not write the whole text with capital letters. It would be just fine to highlight a few things, but you should mostly try to avoid it in your email. This can detract the attention of your readers and email receiving software can flag it as spam. Additionally, make sure you also use common fonts (e.g. Arial, Verdana, Helvetica, Georgia, Tahoma, Lucida, Trebuchet, and Times).
General text advice
Be expressive if necessary, but do try to keep that expressiveness in moderate doses. The more exclamation points you use at the end of your sentence, the bigger the chance your email would not make it to the recipient.
Make sure your text is readable. Think of what you want your readers to make out of your email. Avoid using complicated words, terminology and structure.
Too much highlighted, underlined, or bold text will only bring your chances of reaching the recipient’s inbox down. Draw the attention of your readers with the meaning of your content, but not the text styles. Make sure you put an accent on the things that really matter.
Do not replace the letters with other characters and do not use too many colors in your text. It would be best to stick to one primary colour and colour-code everything depending on its importance. You can add a different color for your signature, if you wish. But keep in mind that you should be careful when adding too many colours.
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What to include and exclude when it comes to emails
Do not send emails that contain only the links or only the images with no text at all. Also, keep in mind that the attached images would not be a good idea either.
Other useful tips
Emails that are larger in size than 3 MB will most likely miss the inbox and go directly to the spam folder. Keep the size to the minimum, ideally, below 250 KB).
Avoid sending your emails too often. Instead, try sending them once or twice a week. Focus on the quality and not on the quantity.
Make sure your email offers a possibility to unsubscribe, otherwise the recipient would flag your emails as spam, which would damage your overall credibility. This can really hurt strategy in the long run especially if you send important information over email.
Keep your email database relevant. By sending the emails to non-existent email addresses, the risk of being considered as a spam-sender grows exponentially.
The subject line of your email should be meaningful. Keep it short, do not use capital letters and do not place call-to-action texts.
Carefully check your text for grammatical and spelling errors, structure, readability and clarity issues. Grammarly is a great tool to catch some of those things and make your text sound professional.
Have you heard of spam words? Those are the ones that can be often seen in malicious and harmful emails. Therefore, upon detecting too many of them, the spam filters will not allow your email to reach the inbox of the recipient (e.g. act now, 100%, #1, etc.).
You can always check whether your email follows all the guidelines and would successfully find themselves into the inbox using many tools. One such tool for example is Mail Tester.
Analyze and adjust your email marketing campaign. See statistics on the deliverability of emails, clicks, and keep track of any message complaints. By collecting such information, you can analyze the shortcomings of your newsletter and improve your email campaign.
We hope that provided information was helpful. Now, once you have read both articles on this topic, we hope that we have managed to help you with understanding the technological and the content principles behind sending your emails, whether for personal or commercial reasons.