You think you’ve properly built a subscriber list of folks who OPTED IN to receive your e-newsletter. Turns out, that’s not good enough. Your email might still wind up in the SPAM file.
Lyris, Inc.’s 2008 analysis showed one out of every four permission-based email messages sent to U.S.-based Internet Service Providers (ISPs) lands in the junk mail folder.
What’s up? While results vary by the filter policy of each ISP (such as Yahoo, Hotmail, AIM, etc), the report says it’s the sender’s reputation driving 25% of messages to the SPAM folder.
How do you earn the right reputation?
- Craft a compelling message.
- Don’t bombard your list — send no more often than your recipients bargained for.
- Make it easy for people to find the “Unsubscribe” button. If it’s easier to hit “SPAM” than “Unsubscribe” you’ll get a reputation as a spammer on ISPs’ scorecards.
Stefan Pollard, Lyris email marketing expert, points out that “The definition of spam has moved beyond the legal requirements of the CAN-SPAM Act to include any message that is unrecognized, unexpected or unwanted... This puts the onus on senders to make their messages recognized, expected and wanted. Until they do, invited email will continue to be delivered to the bulk folder.”
Spam filter trigger words:
Act Now! Free! 50% off! While Supplies last
Click Here Call now! Earn $ Why pay more?
Discount! You’re a Winner! Credit Serious Cash
Weight Opportunity Compare Double Your Income
Removes Collect Amazing Work from Home
Offer As Seen On… Click Here “Stop” or “Stops”
Buy Direct Loans Buy Direct Satisfaction Guaranteed
Subscribe All Natural Winner Avoid Bankruptcy
Promise You Cash Easy Terms Special Promotion
Get Paid Great offer One time Guarantee, Guaranteed
Join millions No cost, No fees Order Now Online Marketing
Please Read Don’t Delete Save up to Time Limited
Problems with promotional email
In a study by Merkle, “View from the Inbox,” 2009, the main reasons subscribers choose to opt out of email programs, are perceived irrelevance (75%) and sending too frequently (73%).
Promotional emails were deemed the most intrusive. Solution? Make your newsletter informative, not promotional.
Merkle reported that 20% of those receiving e-newsletters thought they were worthy of reading, and received, on average,about eight newsletters each month. That’s a heap of competition for YOUR customers’ attention.
Your reputation intact
If you can’t do the job in house, pay a good ghostwriter/copywriter. You’ll offset by the fees with savings to your reputation with customers and ISPs.
When you decide to outsource, be sure you hire someone who not only can cut a phrase and punctuate, but also who knows your firm/industry. That is, unless you really want to bring a writer up the learning curve(!)
Pardon my plug to consider my turnkey newsletter service. When you go to the trouble of communicating with customers, track results so you know what’s working and what’s not. My service includes custom templates with analytics that can tell you details like who opened what link in what browser.
At the kind invitation of the Carolinas Professinal Saleswomen and Entrepreneurs, I’ll be speaking on CAN-SPAM and e-newsletters June 18. Hope to see you there.