Why your email marketing looks like spam

Email marketing campaigns can be a great way to connect with customers and prospects, so long as they are not confused with junk mail. How can dealers avoid this trap? Social Media Today blogger Mark Walker-Ford offers a few tips:

Spam lingo: Avoid using what Walker-Ford calls “spam lingo.” This includes things like multiple exclamation marks, the capitalization of every word (particularly in an email heading), spam trigger words and the overuse of graphical tricks.

“Spray and pray”: Otherwise known as a “blitz” approach, this form of email marketing will ensure your campaign not only lacks direction — it can significantly impact your deliverability. Segmented email campaigns on the other hand receive 15 per cent more clicks and a better open rate (14 per cent more opens).

Data updates: It’s increasingly important for businesses to ensure they keep their data up to date. According to a 2012 survey by GFI, “data decays at an estimated rate of 40 per cent per year.” The steps to avoid this pitfall includes managing your email recipients, continuously updating old or expired data, and deleting invalid or duplicate addresses. Do this regularly or risk being tagged as a spammer by the ISPs due to a high bounce rate and invalid email addresses on your list.

Email overload: Don’t overload users with emails, and do ensure the ones they receive are relevant and interesting. Research shows that 66 per cent of consumers would unsubscribe from a mailing list if they received too many emails; 37 per cent would respond negatively to future messages from the brand as a result; and 27 per cent of users would halt any use of the brands’s products or services.

Unsubscribe link: Including an unsubscribe link is a necessity — but it is also important to ensure users can easily opt out if and when they choose.

It is always better to have a quality list of email subscribers that want to receive your marketing campaigns versus those that do not. It’s better for the ISPs, your data and your brand.