Spam is a problem that all email marketers have to contend with. Sending messages that are labeled as spam by an email service provider can hurt your ROI and limit your ability to send out email marketing messages in the future. If your sending address is permanently labeled as “spam” it will be impossible for you to send messages in the future.
Fortunately, as a Boomerang customer you will be able to use our Spam Checker to check your messages before you send them out. Going through this screening process will ensure that your messages will not be caught in your recipient’s spam folder.
If you have been using Spam Checker with your email marketing messages, you may notice there are certain words and formatting choices that will directly affect your spam score. Here are three strategies that you can use to decrease your spam score and speed up your message creation process.
Avoid Caps in Your Subject Line
Using all caps is interpreted as shouting, which is not only bad etiquette but it’s bad for spam filters as well. But even using initial caps (caps at the start of each word) can affect your delivery rates as well. Using initial caps gives the impression that you’re sending a business email – which isn’t necessarily bad, but it is very formal. Since email marketing works best when you’re conversational and friendly, you might get better results with a subject line that is written more informally.
Compare the following:
SALE – Get 50% Off When You Order Now!
Check out the latest deals….
The second is much more casual, friendly and approachable. Try different approaches and track your results to see what your particular email list responds to. Just be sure to avoid excessive capitals.
Watch Your Wording
Many specific words and characters can flag a message as spam – especially when they are used in the subject line. For example, using “free” or “act now” in your subject line can get your message flagged. Other words to avoid include:
You’re a Winner!
Information you requested
“Stop” or “Stops”
Although most of these words will not be applicable for the average non-spamming email marketer, it’s important to watch for “sales” words (that are related to buying something). You can use these sparingly in the body of your email, but watch out for them in your subject line.
Use Anchor Keywords Rather than Full URLs
Another common spam red flag is using the full URL as the anchor text for links within the email. For example, the entire URL will be clickable in the body of the email. The code is formatted like this:
Instead of formatting links this way and risking a high spam score, you should use anchor text to format your URLs. These are created like this:
<a href=http://www.sampleurl.com>anchor text</a>
Not only does this type of formatting reduce your spam score, but it’s also more likely to be clicked on by your reader.
Although there are several other keys that can make a difference in your spam score, these three strategies are a good starting point and will get you the best results.