
Abby Webb
Senior Search & Content Consultant
Abby leads on SEO campaigns, with a strong background in copywriting, content and paid search marketing campaigns.
Email marketing can produce incredible results turning warm leads into clients. But how do you stop your marketing emails from ending up in your audience's spam folder?
There’s a misconception that email marketing is a thing of the past, left in the dust by social media and the race to the top of Google’s search results. This couldn’t be further from the truth. Email is still an extremely useful marketing medium that can reap tangible results.
The greatest returns are often seen when marketing emails are targeted towards warm leads to bring in new clients. In fact, email is 40x better at bringing in new customers than Facebook and Twitter combined.
There’s still a problem facing email marketers, however. Even if your emails are targeted towards the right audience, they might never reach them. The spam or junk mail folder is the bane of any email marketing campaign, especially when reaching out with promotions which may be flagged as “spammy” by providers. Fortunately, there are ways to stop your newsletters and mass emails from ending up in a prospective client’s spam folder.
There are two ways that an email can be identified as spam: by the person receiving the email, or in advance by their email service.
Naturally, your email is more likely to be flagged as spam by an email service if it resembles spam mail. Here are some of the things email services will identify as spam:
The people receiving your emails can also report them as spam. Here are some reasons why your recipients could be reporting your emails as spam, along with my tips to improve your email deliverability:
Automatic spam filters are always evolving. To avoid too much guesswork, you can test your emails by running them through software which will give you an idea of whether or not they would be flagged as spam. Many of these services are free and can save you from puzzling over what does or does not count as a buzzword, pushy language, and so on.
There are plenty of free spam filter test tools available online. They work by allowing you to send an email to their temporary address, then letting you know how it scored based on some of the factors spam filters use to determine authenticity. You can use these services to fine tune your strategy for avoiding the spam folder, helping your emails reach your audience and bring back leads to your business.
Got any questions about content marketing? Email me at [email protected].
Senior Search & Content Consultant
Abby leads on SEO campaigns, with a strong background in copywriting, content and paid search marketing campaigns.
View my other articles and opinion pieces below
If you’re an avid writer like me, then you’ll love planning out new blog posts for your website, especially when you start to see that your customers are reading and engaging with them. It’s also fascinating to see how much blog posts can improve your website’s discoverability in search engines (amongst other things!). But sometimes, […]
Have you set up your firm’s Google Business Profile? If you haven’t, then make it your priority to claim your account. After all, who doesn’t love a free way of getting more awareness and new enquiries for their local business? Anna, our Director of Client Success, previously explored why local businesses should get a Google […]
Landing pages are at the centre of an effective marketing campaign. They’re often the first page that a new customer will visit on your website, after interacting with one of your ads. Yet they’re also one of the most overlooked elements of a campaign. While it’s important to spend time creating compelling social or search […]
We wanted to showcase a community we work closely with to celebrate the success of digital women across the UK. Base Creative is sponsoring the 2021 Digital Women Awards, an event to celebrate the best and brightest working in digital. This year’s awards ceremony is taking place on Thursday 25th November. With women making up […]