Staying on the Right Side of The Spam Filters

Staying on the Right Side of The Spam Filters
05 Oct 2017

Where would we be without spam filters? There are some who believe that spam is something that was a big problem in the early days of the internet, but has now been in some way solved. That is a little like assuming that by inventing umbrellas, we have eradicated rain. There is actually more spam out there than ever, but as our modern homes protect us from the monsoon downpours, the spam filters make it seem that there is hardly an unwanted message in sight.

This is well and good until you find yourself on the wrong side of the filters. There is a steadily growing proportion of women in digital marketing, and there is one challenge that is becoming increasingly obvious. While there might be more channels than ever for reaching out to the customer base, these are increasingly crowded and competitive. When it comes to areas like SEO and social media engagement there are a plenty of strategies that can be employed, but for an email marketing campaign, the single biggest challenge is convincing the spam filters that your communication is one that should make it to the recipient’s inbox.

Today’s Spam Filters are More Sophisticated

The good news is that modern spam filters from providers like everycloudtech.com use the most innovative analytical and machine learning solutions to be selective about what is or is not treated as spam. This is a win/win for everyone, as your valuable marketing communication will be more likely to arrive with recipients who want to see it and are likely to react positively to it. That means better conversion rates and more sales.

The less good news, is that plenty of recipients are not using such cutting edge filters. With them in mind, here are some tips for making sure you stay on the right side of the spam filters.

Avoid Spammy Subject lines

“Special savings this week!” – it might work for a poster in a shop window, but a spam filter will dislike that as a subject heading on a number of levels. First off, the exclamation mark will raise a red flag. Next, the word savings is suggestive of spam. The same applies with questions, such as “Do you want to save money?” Keep the subject box objective, avoid questions, exclamations or phrases that sound too much like overt marketing, and the spam filter will be less likely to penalise you.

Addressing the Recipient

Great, so we’ve got beyond the subject line. Next thing is to greet the email recipient. “Hi Teresa,” or “Dear Elizabeth,” are both fine. “Dear sir” or even worse, “Dear sir / madam,” will get the spam filter hot under the collar.

Keep the Content Simple

It is one thing creating an immaculate HTML email, but there are two dangers. The first is that it will look rubbish when someone opens it on a smartphone or tablet. The second is that there will be a stray tag lying around that will set alarms flashing in the spam filter. At the very least, make sure you prepare a plain text version, and ultimately, remember that for a business email, a simple, professional memo-style communication is usually best.

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Thomas Elliot Young

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