Despite the many changes in digital marketing, mobile usage and the massive growth of apps, email marketing is still one of the most effective marketing options. The return on investment for email marketing is significantly higher than both banner ads and keyword ads.
When launching an email marketing campaign, the biggest challenge you are likely going to face is keeping your messages from landing in users’ SPAM folders. This risk is now even greater with Gmail’s new sorting methods.
There are things you can do to help make sure your emails land in your readers’ inboxes, opposed to their SPAM folders. The following three suggestions are easy to do, but will have a huge impact on your effectiveness.
1. Provide a relevant subject line. Subject lines are very important because they often help automated filters, as well as users determine whether or not the message is really important or not. Add a subject line that is relevant to the message and catches the readers’ attention. Personalized subject lines have also been known to be effective. Personalized emails also have a higher open rate that non-personalized emails.
2. Delete inactive subscribers. Having a really high unopen rate can actually hurt your overall campaign. Filters are more likely to send emails to SPAM when the user has a high unopen rate. To avoid this, you should delete users that are completely inactive. This will increase your open rate; sometimes significantly.
3. Avoid Trigger Words. There are certain words that filters target as being promotion, and those words will cause them to be sent to the SPAM folder. There are several words that should be avoided, but they also change, so it is important to do your research and stay up on what words are considered trigger words. For example, you should avoid “promotional,” “special,” and “limited time.” These words are more likely to be identified as associated with promotional emails, which will lead to them landing in the SPAM folder.