WHY DO E-MAILS WIND UP IN SPAM?
The first e-mail was sent around 50 years ago. The invention of e-mails paved the way for new marketing strategies that are cost-effective and lucrative. Nowadays, it is one of the most powerful marketing strategies used by marketers to increase sales. With the introduction of e-mail automation, it became easy to send mass e-mails to thousands. However, as technology grew, AI E-mail filters were introduced. This wreaked havoc in the field of e-mail marketing. The AI started filtering spam e-mails right into the spam folder before it even saw the light. Let us look into some reasons why your e-mails are not getting to your user. Check out the Best Digital Marketing training in Kerala.
Subscriber voluntarily moved your email to spam
The first and foremost reason for your e-mail winding up in the spam folder is that the user moved it there. Millions of e-mails are sent every day, it is no surprise if a user marks your email as spam. There is a high probability that the user forgot about the subscription. If enough users tag your e-mail as spam, it will alert the AI spam filters. Unfortunately, there aren’t many options that can be done in this situation. We can only increase the quality and value of the e-mail sent.
Targeting the wrong audience
If you target the wrong audience through e-mail marketing, failure is imminent. If your prospects are not interested in whatever you are sending, they will either move it into spam or they won’t engage with the mail. This occurs when you have no permission to send an e-mail to your prospects in the first place. Always send e-mails to people who have subscribed to your service.
Using clickbait in the subject line and spammy links that lead to low-quality sites can get your e-mail into the spam folder right away. This will create a sense of cheating in the mind of the user and, they may report it. Because spamming with misleading links is illegal, you might get blocked or there is a high chance of a fine. So it is best not to send misleading information through the mail.
Use of Spam Triggering Words
The latest AI spam filters detect spam mails by scanning certain keywords. If your mail contains this word, it might get tagged before it reaches the inbox. Trigger words include:
It is best to look out for these words while creating your content. Use these words only when they are appropriate. Overusing these words is a sure way to get flagged.
No Unsubscribe Link
Not providing an unsubscribe link can get your mail in the spam folder easily. People usually need an option to opt-out; if not, they feel forced, and it might break their trust. It is good practice to provide an unsubscribe link at the end of the mail. It is mandatory to cancel the subscription within 10 days if the user opts out of the subscription. Losing the subscription is painful; instead of moping, we could implement a poll during unsubscribing and ask for customer feedback. This helps us to understand the errors we made along the way and improve them further along the journey.
How to improve e-mail marketing performance
As described earlier, e-mail marketing is highly lucrative and has a return of around 400%. So your e-mails must get to the receiver. There is no guarantee that every e-mail you send will get to the inbox. Anyhow, there is always room for improvement. We can always increase the quality of the mail and increase the probability of success. Let’s check out how to improve our odds of success in e-mail marketing. Want to learn more about e-mail marketing? Check out the Digital marketing training institute in Kochi.
Create an e-mail with dynamic content.
While text e-mails get the job done, it is not optimal to use text-only mail for marketing purposes. People have a very low attention span these days, “thanks to social media.” Thus, it is central to create dynamic content to engage customers. You can also use humor, funny GIFs, and memes to connect with your audience. Last but not least, regularly experiment with content and find the sweet spot.
Optimize emails for mobile users.
In the past decade, smartphones have taken over the world. Over 80% of users use smartphones to access their emails. So, if your content is not optimized for mobile devices, you might lose your prospects altogether. When designing the email, keep it short and simple. Stuffing unnecessary content and overdoing the design can create a negative impact. Images have a crucial role in the design; hence, optimize images for easy loading. Before sending out e-mails in bulk, make sure it is compatible with mobile devices for better results.
Relevant subject line
The subject line plays an important role in the email click-through rate. The first thing your customer sees before opening the mail is the subject line. If it is not interesting, there is a strong possibility it might end up in the spam folder. It is best practice to use creative subject lines to connect with people. Creating curiosity in the minds of people is a good way to go. We can also use a funny or friendly tone to earn customers’ trust.
Divide your user according to their preferences
Sending out the same email to everyone on the list is not the best way of doing email marketing. People tend to block or move emails to spam if they are constantly annoyed with unnecessary offers. For this not to happen, one must segregate their audience according to their likes and dislikes. This way, we can send relevant promotions to people that are most likely to click them. Hence, increasing the click-through rate and return on investment.
A clear call-to-action
Sending emails without a call-to-action is the stupidest thing you can do in email marketing. People have very low attention these days, so it is vital to convey your message within seconds and make them take action with an attractive call to action. If not, you will lose your customer. Keep in mind that unique content combined with a compelling call to action can drive your conversion through the roof.
Even though there is a rumour that email marketing is dying, it is not going anywhere anytime soon. It is still one of the top marketing techniques available with great returns. However, to achieve the full potential of email marketing, one should use carefully curated strategies and quality content that provides value to the customer.