In recent years, email has become an essential part of marketing, but unfortunately, it has also become a vehicle for sending out unwanted, unsolicited messages. Unfortunately, these messages go by the name of ‘spam’; emails that are intrusive, irrelevant, and potentially dangerous for users. But why is it that email marketing runs the risk of being classified as spam? This article looks at why a portion of emails sent out for marketing purposes become spam, why it matters, and what protocols and strategies can be used to make sure that one’s emails are not flagged as spam by automated filters.
Types of Spam Email
There are multiple types of spam emails, each with its own specific characteristics. Some commonly encountered types of spam include email scams, phishing attempts, promotional messages, and affiliate offers.
1. Email scams are messages that attempt to deceive users into sending money or sharing sensitive information, such as passwords or credit card details.
2. Phishing is a form of cyber attack in which attackers attempt to gain information from users by faking to be a credible source and trying to collect sensitive data from unknowing users.
3. Promotional messages are emails sent out to potential customers with the intention to promote a product or service.
4. And finally, some email marketers purchase the so-called ‘affiliate offers’ – emails sent out on behalf of another business or person – to increase their chances of generating more sales or establishing more partnerships.
How to Avoid Sending Spam Emails
Most internet service providers (ISPs) encourage responsible email-sending practices to protect their users from spam. ISPs use sophisticated algorithms and natural language processing to identify spammy behavior. For example, they may compare the content of each email to a list of suspicious words or filter out emails from unfamiliar IP addresses. In addition, email providers use click-through rates and labels that indicate whether an email was opened or not as indicators for detecting spam.
Giving recipients the option to unsubscribe is also important; a clear, easy-to-find opt-out link in every marketing email helps reduce the chances of being labeled as spam. Adding a personalized message or an unsubscribe option for each recipient gives ISPs and customers the impression that your mailings are coming from a genuine source.
Strategies for Increasing Email Deliverability
In order to avoid the plague of spam emails, here are some strategies to implement:
- Make sure that all IP addresses used to send out emails are whitelisted.
- Get permission in advance before sending out emails.
- Split-test email contents.
- Send using authenticated return paths.
- Create a content strategy that prioritizes valuable content.
- Verify email addresses for accuracy at the point of entry.
- Keep records of permission granted for email subscriptions.
- Monitor hard and soft bounces.
- Optimize the design of email campaigns.
Benefits of Email Marketing
Email marketing has many benefits. It provides businesses with an inexpensive way to market their products and services. With mailings, businesses are able to reach their target audiences and increase exposure for their brand. Email marketing also allows marketers to measure their success rates more easily than other forms of advertising.
In addition, email marketing allows marketers to automate certain processes like customer segmentation and personalization, which can be very helpful in making sure customers feel valued and appreciated by the brand. Automation also helps marketers save time and resources because they don’t need to invest as much time into manually crafting emails and organizing contact lists.
How to Effectively Utilize Email Marketing
Email marketing is an effective tool for reaching potential customers when used correctly. To make sure your mailings are successful, follow these tips:
- Create targeted emails for different customers.
- Send valuable, engaging content.
- Integrate with CRM software.
- Design mailings for different device sizes.
- Optimize emails for delivery.
- Send split tests to find the best email performances.
- Long enough subject lines but be concise.
- Test emails on different clients.
- Create landing pages connected with your mailings.
Dangers of Spam Emails
Spam emails can bring multiple dangers with them. For starters, they can devalue a company’s reputation when customers start perceiving it as untrustworthy due to receiving unsolicited messages from it. More dangerously, they can lead to identity theft as embarrassing information might be revealed, financial harm could occur due to fraud being experienced or malware could be downloaded into one’s system due to malicious links being clicked.