There are a lot of elements that go into a successful mailing campaign, and sometimes, the smallest detail in your email can send your outreach campaign into an influencer's spam folder instead of their inbox.
We have outlined some of the most important mailing elements to be mindful of in this article, in order to secure a high success rate for your next campaign.
1️⃣ Your email message contains spam words
Some spam filters are triggered by certain words in the subject line or the body of the email. Some spam trigger words are:
- cancel at any time
- check or money order
- click here
- dear friend
- for only ($)
- free or toll-free
- great offer
- increase sales
- order now
- promise you
- special promotion
- this is not spam
- Act now! Don’t hesitate!
- Avoid bankruptcy
- Be your own boss
- Calling creditors
- Join millions of Americans
- No disappointment
- Viagra and other drugs
- Credit card offers
- Find out anything
- What are you waiting for?
- Will not believe your eyes
This is just a tiny list of the gigantic spam words email service providers have in their algorithm that controls which messages go to inboxes and the spam folder.
Don’t overpromise in your emails. Keep things simple. That will help you avoid going into the spam folder.
2️⃣ Your subject lines are deceptive
The subject line is the first thing you see before you open an email message. You can use the subject line to make a good first impression on the influencer.
For example, if the recipient opens an email message because its subject line is interesting, and the copy fails to meet the expectation set by the headline, the recipient may decide not to click on emails from the sender again and this will decrease the opening rate.
Here are some examples of misleading subject lines:
- Did I leave my jacket at your place? This type of subject line can be used as a trick to make it look like they know you.
- RE: CURRENTLY IN OFFICE is doubly sneaky because it can be mistaken for a reply to your email or a work-related email.
- Urgent – Update your information. If something says “urgent,” it had better be urgent.
- Thanks for your order! It’s super poor form to use a transactional subject line if the email isn’t actually transactional.
3️⃣ Your open rates are too low
One of the reasons the previous point is so important is because when genuinely willing and interested people receive your emails, they are more likely to engage in a positive manner. This means they will open, explore, interact with your email. Positive engagement like this is closely monitored by mailbox providers and will help drive up your sender reputation. The higher your reputation, the more emails will land in the inbox instead of the spam folder. Anything you can do as an email sender to drive wholesome, positive engagement with your mail will go a long way in landing your email in the inbox.
So, your open rate is something you should track and try to improve each time you send an email campaign.
4️⃣ You’ve included attachments
Attachments can alert SPAM filters. Indeed, attachments have a very bad reputation in mass mailing because they may contain viruses. Then, attachments can slow down the load time of the email, especially if they’re big and bulky.
5️⃣ There’s no physical address
Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.
We advise you to add it directly to your email signature.