Email Marketing: 5 Tips to Avoid Spam Filters

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If one of your tasks includes sending emails to lists of unknown people, this article will give you five useful tips to ensure that your messages are not considered SPAM.

As representatives of an email marketing company in Colombia, we receive emails and calls every day from business owners who are facing the well-known challenge of getting through spam filters. Since there are generic rules to increase the chances of an email reaching the inbox, I decided to write this article as a fundamental guide to improve the performance of your next campaigns:

Write a concrete subject line and, if possible, personalize it.

The subject line is the first point of contact between active mobile number list your message and your reader, take advantage of this brief space of attention to generate curiosity and make use of the personalization features of your email marketing platform. A headline like: " Fabio, we have 4 products just for you / YOUR COMPANY " can be more attractive than the generic: " Learn about our promotions this month ". Although, personalized content in the subject line does not guarantee that your email will not be discarded by your reader, the chances of your email going unnoticed are dramatically reduced. I invite you to test it and share your results in the comments section of this article.

Avoid using terms that make the reader think it is actually spam.

Email client providers work hard to identify common terms and practices used by spammers to improve their filters; therefore, terms such as "sale", "promotion", "win...", "contest" increase the probability that an ESP (Email Service Provider) will consider your message as spam. Be careful when using these terms unless it is 100% essential. I assume that the email lists you have are part of a group of people who know your company and/or services.
Avoid complexity in your email marketing pieces

If possible, stay away from using unconventional fonts, or using more than one type. Remember that this is not a brochure, it is a valuable piece of communication between your brand and your customers. In most cases, trying to create complex HTML delays campaigns and results in compatibility issues with certain devices (cell phones, tablets) and email clients (hotmail, gmail). Focus on the content, a nice design that lacks value for the reader is just a waste of time.

Do not abuse the use of images

Many spam filters assume that a message with lots of images may contain malicious content. In many cases, images do not add much value to the communication when it comes to email marketing. If you are going to include them, make sure not to overdo it in weight or quantity, do a test in an A vs B scenario to compare if an email that only contains text performs better than one with images.

Don't overuse the number of links

A common practice is to add multiple links in a single email marketing piece. If you are trying to convince your reader to take some kind of action, the best strategy is to add up to 3 "Calls to Action" with different text but pointing to the same destination. Adding numerous links with different destinations not only makes it difficult to achieve a specific goal (if it is a sale) but it also triggers spam filter alarms that can classify your email as possible spam.

It is important to note that even if you follow these recommendations, your emails may end up in the spam folder. Therefore, in addition to adhering to these "good practices", I recommend that you make sure that.