Email clients’ spam filters are growing increasingly discerning when it comes to marketing emails and newsletters. While each email clients may use a slightly different set of requirements to determine whether a message is spam, there are some clear similarities across the board. 
By checking your emails for the following requirements below, you are greatly increasing your chances of your emails being delivered, open, and read.

  1. Avoid aggressive marketing terms – Using phrases such as “act now!” or “limited time” will set off spam filters very easily.  On the same note, avoid using excessive exclamation marks in your copy as well.
  2. Don’t hide the opt-out button – It’s best that people on your list can opt-out the right way easily. If they find it difficult, they are far more likely to flag you as spam which will affect your overall spam score for other emails and customers.
  3. Give your images alt tags – Email clients cannot determine what the subject of an image is without corresponding text.  By adding alt tags to your images, you are providing a clearer picture to the email clients.
  4. Maintain a good ratio of images to text – As a general rule of thumb, you should have two lines of text for every image you use. Do not send emails that are very text heavy, but at the same time, do not send ones that are one large image. It’s all about balance.
  5. Use spell check – Spam filters actually pick up on misspelled words and consider them to reduce the credibility of the content.  Run your copy through spellcheck not only for this reason, but also to make sure you are representing yourself and your company professionally to your customers.
  6. Make sure your HTML code is clean – If you are copying old email templates to create new ones, or copying and pasting your content from another source, there is a possibility that you are bringing along random code with it.  Make sure to keep your code streamlined and free of extra formatting.
  7. Use appropriate capitalization – SPAM FILTERS WILL NOTICE WHEN YOU USE ALL CAPS.  Not only that, but it may come off to your customers as if you are yelling at them. 
  8. Have your readers add you to their safe sender list – This is an automatic way to make sure your emails go straight to their inbox no matter what.

Spam filters are constantly changing to keep up with new technology, and so should your email practices.  If you would like help with your email marketing efforts, contact Speak Marketing for a free consultation.

About the Author
Caitlyn Braegelmann, Owner of Speak Marketing, is a marketing expert who helps her clients grow their businesses by utilizing strategic marketing promotions and communications. With an MBA in Marketing from Loyola Marymount University, web design certification from the University of California, San Diego, Certification in SEO from Google Analytics Academy and an Accreditation in Public Relations from the Public Relations Society of America, Caitlyn is well versed in many areas of marketing. Her professional experience includes marketing strategy, product promotions, social media, public relations, email marketing, direct marketing and much more.  With a true passion for marketing and helping her clients succeed, Caitlyn has the drive and know-how to set your company apart. To view Caitlyn’s LinkedIn profile, click here
Need assistance with your marketing efforts? At Speak Marketing, we specialize in marketing strategy, social media marketing, market research, website design, public relations, email marketing and more. Whether you need some help to jump start a project or would like ongoing management and support, Speak Marketing will tailor a solution to best fit your needs.  To learn more about what Speak Marketing can do for your business, click here.