How to Avoid the Spam Folder

Lower your spam rate, and get seen by more customers!

Email marketing campaigns are a miracle! They’re cheap, far-reaching and… automatic!

Most, if not all, businesses should have email marketing. And it should be making you stupid-easy revenue. Easy. Passive. Income.

Not sure it’s worth it for you? Read more about email pros and cons.

Even though it’s a great marketing tool, most businesses struggle with their email campaigns. Low open rates, minimal revenue or — gasp — they go to the spam folder.

Let’s talk about ways to avoid spam folders with a few quick changes.

13 Tips to Get Out of the Spam Folder

There are several things to lower your spam rates and get into more customer inboxes.

Spamming algorithms change all the time (and it’s not an exact science). But, here are quick and easy improvements you can make today.

#1 - Never Steal Emails

Every email subscriber needs to consent to receive correspondence with you. If you scrape sites to get more people on your list, you’re asking to go to spam.

There are real laws and regulations that protect against unauthorized email usage. Not only will you piss off customers, there may be legal consequences.

#2 - Send Emails Right Away

If a customer signs up on your website, don’t wait to start communicating with them.

One big problem is that people sign up for emails and don’t receive any correspondence for weeks (or months).

How many times have you gotten a promotional email and can’t remember when you signed up for it? Play around with email timing.

If you’re offering a discount on their current order, email them immediately.

But, nothing annoys me more when I sign up for a newsletter, it pops up while I’m still on the site and it doesn’t have immediate value to me.

Wait 30 minutes or a few hours. That way, people on your site can continue to shop or browse without going to their email to see what you say. If they’re on your site and looking at your products, keep them there.

#3 - Avoid All Caps

No one likes to be yelled at — and that’s exactly what caps represent.

In-your-face salesy messaging no longer works. Customers are more wary, distrusting and intelligent than ever.

So, don’t go around using 1950’s car salesman strategies.

#4 - Chill It with the Punctuation

Triple exclamation points are so middle school!!!

Even if your brand voice is youthful, crazy punctuation makes you look tacky and spammy. Of course you’ll have a high spam rate!

Another issue with tons of punctuation like “???????” is that it eats up space for more important information.

You’ve got a limited number of characters in your subject line — and even less on mobile. Plus, when someone opens your email, it needs to be as short as possible.

My advice: Just use punctuation that’s grammatically correct. That way you look like a sane company.

A single exclamation point. A question mark when you need it. Maybe a “?!” to add intrigue.

#5 - Avoid Spam Words

Certain words in your subject line get flagged as spam.

Unfortunately, if you’re trying to promote your products and services, many promotional words trigger spam.

Do a quick Google search for “spam email words.” You’ll find lists with hundreds of spam words to avoid.

As mentioned before, it’s not an exact science, so you may be able to squeeze in a “free” or “clearance.” But, it’s something to try if your emails keep going to spam.

In general, most spam trigger words have to with sales, income opportunities, deals, or having the lowest, cheapest, best something.

#6 - Entice ‘em

Make your audience want to open your emails. How? Get creative, starting with the subject line.

While you don’t want to write a subject line that’s completely unrelated to your offer, pique their interest with a little phrase.

I’ve had success with subject lines like, “Yes, hello” or “What are they doing?”

#7 - Never Mislead Them

Misleading your audience will only lead to distrust. Copywriters call it dirty copy.

Subscribers immediately get an icky, spammy vibe from your brand. There’s no coming back from that.

Avoid using “FWD:” or “RE:” in your initial emails. That implies you’ve had previous correspondence with the person.

While they may open the email, they’ll be really confused and frustrated that you were so deceptive.

Sure, open rates are great, but conversion rates mean money.

#8 - Important Words First

People look at their inboxes on smartphone screens and small desktop windows.

You won’t know how many words will show up in the inbox. “We want you…” or “Check out our…” doesn’t give them the important information they need.

Instead, say your most valuable words within the first 3 words.

Examples:

• Lavish in Hawaiian Luxury…

• All bras 1/2 off…

• 14 days free Xbox Live…

#9 - Tell Them the Benefits

Tell your customers how or why this email will benefit them.

Answer One (or All) of These Questions:

• What will I get out of this?

• Why should I read what you have to say?

• What do you mean by that?

• How does this product or service make my life better?

• Do you even know what problems I’m having?

• What’s your solution to my problem?

#10 - Make Your Subject Line Stand Out

Don’t forget about non-alphabetical characters in your subject line.

I’ve found that parenthesis, dashes and numbers really catch the eye in a long list of emails.

Examples:

• (Me again) A note from last week.

• 24 workouts for a great butt.

• Yaaasss — you got this, Gorgeous!

• You + me = more qualified leads than ever.

Just by adding some odd formatting to your subject line can improve open rates — which can remedy your spam rate in emails.

#11 - Use Emojis… Sparingly

Tasteful emoji placement can work wonders. Use too many, and email deliverability goes into the spam folder again and again.

While emojis can catch the eye, make sure you’re 100% sure that the formatting is correct.

The last thing you want is some computer code to show up in your emails. Non-downloaded emojis just make the email copy clunky and hard to read.

#12 - Create an “Open Loop”

It’s time to fiddle with a little human psychology to get a better open rate…

Much like creating an intriguing email subject line, think about creating an “open loop” in the conversation.

Make a subject line that gives a little information, but entices them to learn more in the email.

Structure it like a story, but without the important information or ending.

The most gratifying way to open a loop is to start in the subject line and deliver the key piece in the email body copy.

But, you could also keep that loop going with a compelling story that takes them from the subject line, to the email to a landing page to the purchase page.

Because after all, your goal is to get them to convert.

Open Loop Examples for Emails:

• This little-known hack saves 20 hours per week

• Not even Elon Musk has enough money for this

• What Whoopi Goldberg can teach you about cooking

#13 - Speak to Your Email List

Never forget who you’re talking to. More importantly, never forget to talk to the people who are actually subscribed to your list.

Hopefully you’re grabbing ideal customers on your email list. If you’re not, your marketing strategy may be out of whack.

Speak to them with messaging that resonates. Tell them how your product and services are the solutions to their problems. Get on their level.

If you don’t have a clear customer segment that you’re targeting, read my customer persona guide here.

Delegate the Task to an Email Copywriter

Email marketing is a fluid science. There’s so much to know about email ad copy and email funnels!

Copywriters ace those emails and get them in the inbox.

Plus, a great copywriter will add in quick sales, up-sells and big asks to get you more email revenue.

Need expert help? Let’s make your emails generate more passive income. Contact me for email writing services.