March 16, 2020

Land in the Inbox, Not the Spam Box

2 minutes

Think of all the time you put into creating content, and specifically email content and campaigns that are written for target audience. We both know that email marketing is highly effective with a ROI of more than $42 per dollar spent, but what if your emails are landing in the spam box? Don’t let that happen.

Here’s what to do to Land in the Inbox, not the Spam box.

The “from” name and email address should always be the same. Recipients will automatically recognize you, and so will their inbox algorithms.

Subject lines should be branded, too. Keep the same format every time you send an email for consistency. Avoid terms like “increase sales,” “make money,” “get,” “free” and hundreds of other phrases that sound spammy.

Create topics that are relevant to the recipient. If they opted-in, then send them what you promised. Cookies allow you to tag their profile with content they’ve visited and to see what they’re interested in. If possible, use those tags to deliver highly targeted, highly relevant content to them. Marketing is all about personalization, and that includes email marketing.

List hygiene is one of the most important things you can do to land the inbox. Scrub your lists monthly, removing bounces, unsubscribes and users who aren’t interacting with your content. The better your delivery and read numbers are, the more email servers will trust your emails.

Lastly, you should listen to your gut and use common sense when sending emails. Make the design tasteful. Don’t use ALL CAPS or 17 exclamation points. Even if you finish your email at 3 a.m., send it during business hours. Nigerian princes tend to send emails at 3 a.m.so, yes, even timing will get you flagged as spam.

I’m Robin Samora with the Fast Marketing Minute. Download my guide, Social Branding and PR and Guidelines. It’s at RobinSamora.com/SocialPR. If you have any questions, please reach out. Talk tomorrow!

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