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Most of the companies are extensively using email campaigns to persuade customers to buy stuff from their store. In fact Digital marketing is on verge of explosion as even brick and mortar stores do email campaigns to flatter consumers. And the flip side of the strategy is that we are also increasing the spam content for the individuals. In fact studies have found that in 2013, the spam content was almost ~80 % of email exchange. And so most of the mail technologies are equipped with sophisticated filters, providing comprehensive solution to the individual to segregate spam and important mail intelligently .So as an owner of e-commerce store if you had put in days of your man hours to build an email campaign, Did you thought about which folder is it landing to? As the firm marketing head, you would have the best automation tool to generate that glossy marketing campaign, but make sure to figure out whether the software is also flagging the risk content which could harbor your mail to SPAM folder.
What is Spam?
The electronic junk or emails which is of no interest to you but is delivered to your inbox with the intend of phishing, malware, email campaigns is termed as SPAM. In simpler words, if either of the two conditions is true it’s a SPAM
- Did you subscribe for it?
- If it’s of no interest to you
How are SPAM mails identified?
The SPAM detection happens in two ways, first the ISP servers have preconfigured filters based on several factors one such factor could be suspicious domain, so if any of the factor or a combination is positive, it would automatically be delivered to your SPAM folder. On the other hand, if these intelligent algorithms didn’t catch the mail, you might need to manually put it to SPAM folder. The picture below illustrates the same – So, as a marketing guy or owner of e/m-commerce platform you need to identify these factors and one warning, if the limit of SPAM report exceeds for a given domain the ISP providers may completely block that domain.
Avoid These Blunders
Let’s take a sneak peek as what are the “blunders” which commonly done and could lead our campaigns to SPAM folder.
Check your mail content
The Subject Line – This is the most important part, avoid
- All CAPS
- Risky words like – BUY, WON, PROMO,FREE,CONGRATS
- Words like Re: Fwd, when you are mailing the recipient for the first time
The Email Size- Watch the size of email you are sending. It shouldn’t be bulkier, limit it to 30kb The text to image ratio – Balance it, don’t put in too many glossy images, it could score positive on SPAM detection Embedded Links – This is another crucial factor in determining your SPAM score , make sure to have legitimate internal links. Email Signatures – Have a clean signature, if possible simple and clear.
Mailing to Purchase List
You purchased a master list from another services to get the hold off all email and names, and you wrote a program to send the mail to all recipients in that list. That’s a sure way to gain maximum points in SPAM rating. So always send it just to user who have subscribed to your services, well gradually it will increase or ask for referrers from your subscribers, but never ever plan to shoot bulk emails to people who didn’t asked for it.
Certification That you are not a SPAMMER
If your company owns a devoted IP space, you guys can go ahead for certification of non-spammer. Company called return path inspects the mailing habits of your company, and if they are fool proof you can easily be tagged as NON-SPAMMER, which you could send across all mail providers so as to free you from SPAM detection process and allow a free way to your mails. Legal Actions So you thought it’s just blocking by ISP the worst which could happen, well there are legal actions and can lead you to fine up to thousands of dollars. The act signed by President George W Bush in 2003 as CAN-SPAM Act of 2003 is to protect the consumers from SPAM mails and provides consumer the right to decline it. With this act, all marketing emails necessarily need to have an Unsubscribe option and a time period from which, after submitting the unsubscribe request the request would be processed, limiting the time period to ten days
Let Consumer Verify you as NON-SPAMMER
Once a customer subscribes to your newsletter, ask them if that has landed to SPAM folder to UNSPAM it .If this done in mass scale, would again lead to low score in SPAM rating as customer is the KING!
Test for you to Run
Make sure to have couple of seeded list of emails, with all mail providers Gmail, yahoo, in, hotmail and for every ‘n’ number you send login into these seeded account and check which folder is your mail landing to, if it’s in good shape kudos to you , if not – WORK HARDER!
“From” field is of importance
All ISP’s try to verify what’s the source of the message and if its on record not identified or not authenticated its gonna rank you higher in SPAM rating. So make sure To stick to from address – Don’t frequently change them Use of numbers rather than text – In the from field if numbers are more than text, raises suspicion, so make it clear and meaningful.
Have a clear Subscription form
It matters a lot, if you allow customers to choose on what categories, what frequency, what offers they are willing in their inbox. Practically, everyday even I mark many of the emails as SPAM as I’m not sure why they are sent to me. Ok I might have subscribed it and now I forgot. So, let customers choose – Categories/Topics for which they wish the newsletter Frequency at which it should be delivered Expiry time that’s important, I wouldn’t want to subscribe it for life. Have an expiry date!
Emails are beautiful part of communication and if handled correctly, they’ll pay for sure. Don’t aim on how to reach to their inbox, instead aim on how to reach to their hearts, and build a long term relation.