You may be wondering why your email newsletter generates so little new business. It could be because readers never see it. Internet Service Providers may be preventing your email from reaching its intended audience, labeling it as spam even though it’s a legitimate commercial communication.
Avoid having your well-crafted email newsletter from landing in spam folders by making sure your monthly newsletter is routed to your readers’ in-boxes instead. You can do this by targeting your users carefully and only sending to those who opt in. Use only lists with working email addresses. Lots of dead emails can alert mailbox providers of potentially fraudulent practices. Don’t let yourself be counted among bad company after you’ve spent so much time designing your theme, writing your articles and formatting your content. Here are some five ways you can stop your newsletter from being relegated to junk mail.
Minimize your use of words frequently associated with spam, such as free, prize, promotional or bonus, particularly in the subject line. Additionally, limit the use of exclamation points and capital letters. They give the impression of shouting and may cause your readers to manually dump your hard work into their spam folder. Also reduce the size of your message and limit the number of pictures you send. Your newsletter may be relegated to spam and then deleted without being read if your readers’ run out of space in their mailbox.
Use a highly regarded email service provider that won’t be blocked. Additionally, consider getting certified as a credible marketing organization. For example, for a fee, ReturnPath.com provides a service to help you prove that you comply with all applicable laws, including CAN-SPAM. (Familiarize yourself with the rules published by the Bureau of Consumer Protection at the Business.ftc.gov website.) Getting listed on the ReturnPath.com certified email whitelist enables you to improve your inbox placement rates.
Ask your new subscribers to include your email address in their address books. That way, future emails will pass through spam filter constraints for sure. Use a consistent name, trustworthy name, such as “Newsletter@YourDomain” to build a good reputation for that address. A good reputation helps ensure your newsletters don’t land in anyone’s spam folder.
Put email addresses in the “Bcc:” field. Subscribers typically don’t know or want to know each other. You don’t want to expose their email addresses. That could result in them asking to be removed from your list. You can set up an email contact alias for your email address, such as “Undisclosed-Newsletter-Subscribers,” and use that in the “To…” field. To verify that providers are delivering your email, set up a mailbox or two with each provider and ensure your email got delivered successfully.
Avoid inserting random characters into the subject line, starting your subject lines with “Re:” or “Fwd:” or making any false claims. Write clear, interesting titles that inspire readers to click on your email rather than dump it to their spam folder and ignore you from henceforth.
Driving more traffic to your blog with a clever, engaging newsletter depends on the readers actually receiving it. Avoid the use gimmicky tricks, and you’ll build a loyal fanbase. When you provide a real service, readers appreciate it. That alone will contribute mightily to stopping your email newsletters from landing in the spam folder, either automatically or manually.