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Marketing online has seen a significant shift in the way people shop and interact with different brands. The introduction of e-commerce has well and truly shifted habits, and people prefer buying online owing to the convenience factor and ease-of-delivery. Despite all of these changes in online behavior, brands still depend on emails as a major driving force for sales and revenue.
Businesses depend on email now more than ever. Up to 93% of B2B marketers prefer emails as their primary form of communication, and email addresses shot up to 5.6 billion active IDs. Online marketers have understood the value of emails and are bringing in the money to invest as they get excellent returns. Emails are a great and effective source of communication and sales where for every $1 spent, emails can generate a revenue of $38! That in itself is an ROI of 3,800%!
Emails are here to stay and for a long time.
However, with the good comes the bad and emails, too, have a dark side known as spam. It is when customers unsubscribe from your business emails and send them to their spam folder, deeming them unnecessary and not useful to them. 45% of all emails sent get marked as spam – that’s about 14.5 billion emails a day!
This number is estimated to go up in 2020, which means competition is getting tougher for your brand to stay relevant in the minds of the customer.
If you’re a brand looking to get your numbers up online, avoiding email spam is an absolute necessity. You have to understand what email spam is and how you can avoid falling into the same trap.
What is Email Spam?
Email spam is categorized as emails that are unwanted and not relevant to a person’s inbox. The average person receives around 45 emails a day, and some of them aren’t relevant to their likes and interests. These emails are deemed as spam and are sent to a folder along with other emails. 52% of companies who send out business emails claimed that reducing the amount of spam was one of their top priorities this year.
Spam emails lead to a reduction in public confidence and trust in the internet in general. It has also been found that spam reduces productivity and system safety, which is all the more reason for you to avoid it altogether as a brand.
What Are the Risks Involved With Email Spam?
Spam brings with it plenty of risks, which can have an adverse effect on a customer’s belief and trust in your company. It brings down the value of the company in the eyes of the customer as they feel these emails are a hindrance and cumbersome to tackle. Anti-spam filters have been installed on many computers to combat and help break down the occurrence of spam emails.
These filters can help in blocking different types of emails, which are deemed as spam and will send them straight to the folder without them entering your inbox directly. A Palo Alto research form claimed that spam emails contribute up to $20.5 billion in reduced productivity as well as technical expenses. That’s a lot of money being spent on something completely irrelevant and useless. The average loss per employee, too, is deemed to be $1,934.
If you’re looking to improve your customer retention rate and reduce the spam or open and click rates, you need to understand why your emails are being sent to spam. This will help you avoid future mistakes and create the best emails for your customers to open and enjoy.
Don’t get stressed out about the high number of spam emails. If your brand is consistent with sending out great emails that have good content on it, you will be opened and clicked on. Just follow a few of the guidelines and avoid common mistakes, and you’re good to go!
Reasons Why Emails Go to Spam?
There are a few reasons why your email must be going to spam, so you need to take care of the most obvious ones to avoid it in the long term –
People marking emails as spam –
This is the most obvious reason as people mark your emails as spam. Every time you get marked as spam, your domain reputation ends up getting affected. Mailbox providers such as Outlook, Gmail, Yahoo, and more mark your email address as spam and notify other Email Service Providers about the same.
Spam complaints are direct user signals about emails that are unsolicited, and a rate of even 0.5% spam is considered high.
How to tackle this?
There are different email service providers, like SendX, for example, that remove all of the addresses which have marked your emails as spam from the list. They will be detected if the email has been marked as spam and ensures that none of the other emails get sent to these users, and it can protect your domain reputation.
No physical address –
If you’re an email marketer, the FTC, which is the Federal Trade Commission, has rules in place which check for valid physical addresses on all emails sent. If you’re sending an email, then a valid physical address ensures they reach the customer’s inbox safely. Having some traceability and accountability while formulating emails is essential, and that’s why adding a physical address at the footer of your email is important.
Customers have asked for brand addresses to validate their presence in the market. It doesn’t take much, and you can get more sales based on just this one change.
How to tackle this?
Register your company with a postal address if you’ve not done it yet. The process doesn’t take more than a few days, and it will help you in sending emails that are opened by your audience base directly. Just place the address somewhere in the mail, and you’re good to go!
Weak headlines –
Headlines are an essential and vital part of the emails being sent out. Apart from the name of the sender, headlines are the first thing they notice about your brand, so you must have the right content in order to capture their imagination and get them to click. Up to 69% of emails are marked as spam, purely from the headline content alone.
How to tackle this?
Try to avoid using trigger words and incorporate other good practices in your email content which includes –
- Avoiding excessive capital letters and exclamation marks as it can come across as immature
- Reducing pure sales and discount content but creating content that has some use for the reader to take away from
Just put yourself in the shoes of your subscriber to understand how to send better emails.
Using unsupported CSS attributes or HTML tags –
This point won’t directly cause emails to get sent to spam, but it will result in your emails not being rendered correctly. Over time, this will end up in emails getting marked as spam because spam filters will identify the email under its hitlist.
Email HTML is not the same as Web HTML. There are plenty of CSS attributes and HTML tags that aren’t supported by major clients of email.
How to tackle this?
The best way to address this issue is to design or create emails that are made on HTML tables. This ensures these emails don’t get sent to spam and also are a delightful experience for the reader.
Sending frequent emails in a short period –
When you create a new domain, you have to ensure your emails are sent regularly, but not often. Don’t send a lot of emails in a short period of time because it reads like the typical signature of an email spammer.
If you send many emails over a new domain, most of them do end up in the spam folder, and the reputation of your domain too takes a hit.
How to tackle this?
When you create a new domain, you need to organically build a list that gets enough readability by your customers. Spam filters aren’t going to let your email go through because new domains are seen with a sense of susceptibility. Take your time, and it’ll sort itself out.
To Wrap Up:
These are just five of the most critical reasons emails get sent to spam. There are plenty more, which we’ve highlighted in this article about email spam. You’ll be able to receive some excellent tips and tricks with which you can avoid being sent to spam.
Also, check out comparison articles between major software. Like this one between Aweber and Mailchimp
Keep innovating, keep trying out different materials and ensure you follow the guidelines and rest assured, you won’t be sent to the unwanted world of email marketing!
All the best!
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