Defeat the Spam Folder: How to Optimize Your E-mail Marketing

Oct 6, 2018

Email marketing is one of the most basic marketing funnels since the internet was born. Marketers quickly found in it a way to promote their products and services to potential customers. As any other great sales opportunity, it rapidly got misused by some people and became spam.

Your newsletter has to rise over spam and stand out. That’s not an easy task. Even if your content is interesting, useful and even sassy, there’s no way someone’s going to read it if it stays drowned among other forgotten email messages.

Here, you’ll find a way to optimize your newsletter in order to stand out and, more importantly, to achieve your goals (i.e., more traffic to your site, more sales, etc.).

The Big Frame for E-mail Marketing

According to the latest stats, over 58% of online consumers are sharing constant feedback online. Out of them, over 90% have written at least one negative review this year alone. Studies also show that customer reviews are 12 times more trusted than the product or service descriptions from the manufacturer or seller.

Good reviews can generate an 18% uplift in sales, while the total number of reviews contribute to 10% of Google SERPs rankings. In other words, reviews appear very high in search engines in the form of schema markup and can boost your SEO rankings.

For hotels alone, a one-point increase in review score results in a whopping 12% increase in room reservation. The top 5 industries affected by reviews are restaurants, hotels, hospitality, doctor offices and hair salon industries.

For more interesting information about online reviews and the actual sources of the information, read this infographic.

How to Optimize Your Newsletter—Step by Step

1. Call to action

Even before defining all your content, define what will be your call to action. Focus on it. You want your readers to click through and convert. Include your call-to-action as a button or a link, or anything that stands out (without being flashy). A great way to do so is to add hyperlinked text in your body copy that leads to your desired action.


2. Sender Name

Offer your own name in the sender’s name, and use a personalized email account. Nobody will trust a generic account from a generic, unknown source. Be yourself. It’s about building trust with your readers.


3. Subject Line

Your subject line has to resonate with your audience. In order to achieve that, you can use any of these tactics:

1. Use their company name in the subject line. Everybody likes to be called by their own name or referred directly to their company.

2. Address your reader’s concerns and offer a solution to them.

3. Use actionable language, verbs that call to action as “download”, “join us”, etc


4. Personalization

Personalization will save your newsletter from the spam folder. Make your content relevant, truthful and in a way that says “I know your concerns and I thinks this is a solution for you”. Remember that being concise and compelling is as important as the content itself. Nobody’s going to read 20 pages of dense text. Tell a story, use statistics to emphasize a point, and use short paragraphs and bullet points to break up the text visually.


5. Social Sharing

Don’t forget to add all your social buttons. Check the options of your own newsletter service provider.


6. Unsubscribe Link

Even if you don’t want any of your readers to leave, they must have a way to do so. Offer a discreet link at the footer of your newsletter. You might also want to fill your unsubscribe page with fun copy text, something that entices your reader to stay on your list or at least to connect with you in the social channels.

As a bottom line, remember to story-tell with images. The more graphic and attractive your newsletter appearance is, the more you’ll be able to attract readers. Include images and graphics that support your overall message. Avoid generic stock images and choose ones that tell the story. However, be careful of having a higher percentage of text in your newsletter. Some mail servers (as Outlook) don’t display the images automatically.