Email marketing is immensely effective when done right, but it can also be immensely ineffective if done poorly. An email that looks like spam – either to the person who receives it or the email service that delivers it – will never be read.
It’s why you are recommended to always use an autoresponder service like Aweber or GetResponse that has high deliverable rates and active monitors to tell you when a message looks like spam.
If you use one of these services it is very unlikely that your messages will be blocked from reaching the inbox of your subscriber (unless you ignore the spam scoring in the member’s area).
However, there is another barrier.
Once that message reaches the inbox, the subscriber needs to open it and NOT click the “spam” button. Here are three things that will make them do this and how you can avoid making the same mistakes in your campaigns.
Spam Sign #1 – Infrequent Messages
Most people understand that, if they click spam, they will never see messages from you again. So they won’t click it, even when they never open those messages, because they did ask for you to email them.
But those same people FORGET they opted-in at a certain point. If you don’t email someone for five or six months and then send them a message out of the blue, the risk of them clicking “spam” is much higher, simply because the connection they created when originally opting in is gone.
Spam Sign #2 – Over the Top Promises
There’s a reason Aweber and GetResponse (among others) will warn you against using words like “free”. They are big time spam triggers.
The same idea applies to any over the top promises. The goal of your email should be to build a relationship and engage readers, not to make them buy something. If it feels like you’re selling, selling, selling, the spam button will be clicked liberally.
Spam Sign #3 – Poor Formatting and Typos
Spam is notoriously messy. It’s poorly written, poorly formatted and often filled with typos (sometimes intentionally to avoid filters). So proofread your messages, fix grammatical and spelling errors and ensure the formatting looks good. Avoid unnecessary HTML formatting too if you can help it.
The goal when a message reaches the inbox of your prospect is to be read. If it isn’t read, however, it’s not the end of the world. Often, the best way to resolve unread messages is to test better headlines or offer something engaging to readers when they open that message.
Spam is a different issue entirely. It demands quality and attention to detail in the drafting phase. If you do it right, you’ll rarely, if ever, get a “spam” click on your messages.