How Not to Look Like a Spammer in Email Marketing

One of the main things that can affect your email deliverability is your recipients marking your messages as spam. This is getting more and more common as spam and the powers that crack down on it, increase.

As this infographic from Marketo describes, spam has come a long way, and it is only becoming more and more prevalent. Because of this, it’s becoming increasingly difficult to get your email into inboxes without being marked as spam.

Take the right steps to not look like a spammer. Follow these tips:

1. Do not provide deceptive header information. An identifying header is not deceptive when it accurately identifies and describes the person who originated the email. So, as long as you do not change the information in your header to a different individual or company, it is not considered deceptive.
2. Do not use misleading subject lines. As an email marketer, you want to get your audience’s attention. It can be tempting to use wording and phrases you know will grab it, but this may be misleading if they stray too far from the content of your message. Make sure your subject line corresponds to the body of your message.
3. Clearly display the email is an advertisement. Along the same ethical lines, it is best to be upfront about the fact that your email is an advertisement. Your candor will keep you out of spam folders and may also make a good impression on your audience.
4. Include a valid location/postage address somewhere in the message. Your message must include your valid physical postal address. It is important to ensure this is not only included, but the information is current and correct.
5. Provide an opt-out option, and address opt-out requests immediately. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Usually, this is included as a link to your unsubscribe page at the bottom of the email. Including this will also keep your audience from feeling trapped and growing aggravated.

It is important to realize these guidelines will keep you out of spam folders and get you seen by your audience, but just as importantly they will keep you law abiding. These five tips are also included in the CAN-SPAM ACT: A Compliance Guide for Business, which details all of the main requirements of following the law.

Are you struggling with some of these email marketing hurdles? Take advantage of TowerData’s free email validation report to check the quality of your list.

Photo Credit: loop_oh