Marketers work hard to create effective email copy, design visually stimulating email templates, and craft succinct and enticing email subject lines that make open and click-through rates skyrocket. But, you have to take into account the possibility that your subscribers may not even get the opportunity to read your email. There are a number of things you may not even be aware of that can prevent your email from ever reaching someone’s inbox. With increasingly sophisticated spam filters, it’s in your best interest to know everything that can affect your email’s deliverability.
Here’s a list of 10 things you should absolutely never do in your email marketing if you want your messages to get past email spam filters and land in inboxes, including tips to increase the rate of your email deliverability.
- Don’t buy or rent lists. These people aren’t likely to actually want your emails, which increases the chances that they will mark you as spam.
- Don’t scour sites for email addresses. That’s illegal!
- Don’t use all caps anywhere in your email or its subject line.
- Don’t use video, Flash, or javascript within your email.
- Don’t forget to include alt text in emails with images so they can be easily read by all subscribers.
- Don’t embed forms in your emails; send recipients to a landing page on your site instead.
- Don’t use spam trigger words such as “free” and “guarantee,” in your subject line or email body. Avoid sounding like a used car salesman!
- Don’t forget to spell-check; misspellings are yet another spam indicator in your email copy.
- Don’t jam pack your email copy with keywords.
- Don’t email people who have bounced repeatedly. This can cause your IP address to be blacklisted.
If you follow these email marketing guidelines, you’ll improve your deliverability and, likely, your brand reputation. “Spammy” emails ultimately go unnoticed, and that’s the last thing you want for your carefully crafted email copy. Increase your chances of getting your valuable words out there by simply doing it right!
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