Email marketing is the lynchpin of any content marketing strategy, but an email that ends up in a recipient's spam folder might result in losing a potential lead.
Spam, bounce and unsubscribe rates need to be within an acceptable range. At most, your spam rate should not exceed .1 percent, depending on the ISP, anything above the acceptable rate will have consequences. The bounce rate should be below 10 percent. The unsubscribe rate should be below 1 percent.
Here are five tips on avoiding the spam folder
1. Start from the top
It's important to use an email address that matches the name of the person who is sending the email. It’s also a good idea to send an email with the recipient’s name included in the email. This can be done easily thanks to SharpSpring mail merge tag feature. More information on mail merge tags can be found here.
2. Comply With the Can-Spam Act
The Can-Spam Act requires you to offer an opt-out link to future emails in every email you send. In addition, there are seven other requirements that must be met. These requirements can be seen below:
- You cannot use false or misleading header information.
- You are not allowed to use deceptive subject lines.
- If your email is an advertisement, then the email must make it clear that the email is indeed an advertisement.
- You must tell the email recipients where you're located.
- Present a clear opt-out link in every email message you send.
- Comply with the recipient's request if they choose to opt-out and do it quickly. Under the law, you have up to 10 days to honor the request.
- Monitor what others are doing on your behalf.
Not only will these requirements help you comply with the law, but these requirements will also help you avoid the spam folder.
3. Include Images and Text
Don't send image only emails, they will most likely be sent right to the spam folder. Every email you send should have at least two lines of text for every image that appears in the email.
4. Don't Send Large Attachments
Attachments can be a great supplement to an email. SharpSpring allows you to upload several different file types as attachments. SharpSpring supports jpg, jpeg, png, gif, txt, docx, doc, zip, pdf, csv, xls and xlsx file types.
However, you should never send an email with just an attachment and no content in the body of the email. These emails will most likely enter the recipient's spam folder. The safest file types to send are jpg, gif, png and pdf files. However, zip files should never be included as attachments in an email
5. Spam Checker
There are plenty of tools online that can check the content in your email and determine if the email has the chance of ending up in the recipient's spam folder. There are two types of spam checkers: one where you will submit the email on the spam checker website itself and another where you will send the email to an actual email address and get a score.