It’s safe to say that marketing plays a dynamic role in a business’ success. Email marketing, in turn, can offer something that another business strategy cannot: the ability to reach potential clients on a personal level at their convenience.

Grabbing your audience’s attention through your email marketing content can be tricky, though. If you’re not providing your customers, leads, and prospects with helpful, purposeful content that they’ll find valuable, expect them to ignore your email. And when emails are being sent regularly to recipients who are not engaging, eventually their email account will automatically send your email directly to spam.

In order for your email marketing efforts to actually work, your email first needs to be able to reach your recipients’ inbox. Here are a couple areas worth examining if your emails are getting redirected to spam:

  • Analyze the subject line and eliminate any spam triggering words or characters, including emoji’s, exclamation marks and percentage signs. “Spammy” language, such as “Act now! Don’t hesitate!,”Be amazed,” and “Buy direct,” can ultimately set off email service provider spam filters.
  • Build your email list organically instead of buying from a third party to avoid violating the CAN-SPAM Act. It’s possible that purchased emails belong to people who have already opted out of receiving an email from your company. The list might have also been created using illegal methods. Therefore, it’s best to send marketing emails to people who have only asked to receive them.
  • Recognize your buyer personas. Your company website likely generates hundreds to thousands of viewers daily who each have different needs and preferences. Hence, one email marketing copy will not suffice for all of your potential clients. In order to nurture your leads to the point of purchase, you’ll need to have content that addresses their questions and concerns. Without useful content, your email marketing efforts will be unsuccessful.

Email marketing is not simple, but it doesn’t have to be complicated. In order to ensure successful email deliverability, make sure you know who you’re sending to so that you can create content for them. In addition, make sure to check your email reputation to check your email deliverability stats.

For additional questions and information regarding successful email deliverability, feel free to contact us.