Email spam filters still look at the content within your email to decide whether it goes into the spam folder of your customer’s inbox as well as on the context in which you use these words and main phrases.
Spam filters evaluate factors such as the following:
- Does the email subject looks fake or suspicious?
- Is the sender using a domain that is blacklisted?
- Spam-related words or phrases
In order to reduce spam ratios, make sure you’re avoiding common spam words & phrases. Find a common list of words and phrases to avoid here.
Other important details to consider are:
Avoid Using Too Many Symbols
ISP filters look for more than just spam trigger words, they also scan your content for symbols, punctuation, and capitalization.
- Avoid multiple exclamation points – Try to avoid using more than one exclamation point at the end of a sentence. Expert copywriters often suggest you remove them all together, relying on your words to provide the emphasis instead of an exclamation point.
- Avoid all caps – The only time this may be appropriate is when using caps for a call to action. Adding “BUY THIS AWESOME PRODUCT NOW!!!!” in the middle of your sales copy is spammy and can land you in the spam folder.
- Avoid over usage of dollar sign$ –Like exclamation points, too many dollar signs can cause red flags with spam filters.
Try to find a nice balance of symbols in your email content, and stick to proper capitalization and punctuation as much as possible. You don’t have to avoid symbols completely, but it’s important that they fit into the context of the email.
Avoid Weird Formatting
How you format your content is just as important as what the subject matter of the content. Try to avoid suspicious formatting in your email, such as:
- Using punctuation when it’s not need!?!!
- Writing in multiple font colors for effect
- Using different font sizes in the same sentence
- CaPiTaLiZaTiOn issues
- Bolding or italicizing more than a few words in each sentence
Not only do these formatting issue cause spam filter issues, they can also annoy your recipients. If your email happens to get into their inbox using strange formatting, they may mark your email as spam anyway.
Subject Line Context is Important Too
Think of your subject line as an article headline.
It’s arguably the most important part of any email message. Recipients will choose whether to open your email depending only on the subject line and pre-header text.
Our advice when it comes to subject lines:
Your subject line should match and describe the context of your email.
This is your chance to set expectations for recipients. The best subject lines tell recipients what’s inside instead of trying to sell them something. Trying to sell something in the subject line will usually involve spam trigger words. There go your chances of getting into the inbox!
Subject lines should also match expectations from your signup form.
Are your subscribers expecting a traditional email newsletter or are they expecting to receive special offers and promotions from your company?
Remember the verbiage you used on your signup form before pressing send.
Every case is different and it’s depends on the context, but here is what we suggest you do when writing a subject line:
- Make your subject line personal, if possible
- Make it relevant and within context
- Write like you’re emailing a friend
- Be creative, humor is allowed
- Promise something useful or actionable, if possible
Here are a few examples of subject lines that follow these guidelines:
- Thanks for Getting in Touch
- [Benefit] for [recipient’s company]
- [Number] tips for [recipient’s pain point]
- Your Next Step
- The [self-identifier]’s Guide to [Topic]
- Imagine [desired result] and Loving Every Minute of It!
Be creative with your content and be aware of how spam filters works in order to increase your email marketing conversion ratios.