Now that you know how spam filters work, and how to create spam-free e-mail, let’s look at some common e-mail marketing errors that result in spam filtering.

Avoid These 6 Mistakes

1. “Spammy” Phrases: As mentioned in our previous post from this series, it’s important to use clear and concise language in your e-mail or newsletter. Try not to use “spammy” phrases such as “Do it today,” “You have been selected,”  “Once in a lifetime,” and “While supplies last.”
2. Exclamation Points: Exclamation points scream “spam me!!!!” Don’t use too many, as in the previous sentence.
3. Bright Fonts: Bright font colors such as red or green also tend to trip spam filters. Important e-mails are simple e-mails, so remember to abide by the KISS principle.
4. HTML: When converting a Microsoft Word file to HTML, make sure the markup is clean and neat. Spam filters hate sloppy markup. If you’re not sure how this works, just be sure to always work on your posts in your editor instead of copy/pasting.
5. Using “Test” in the Subject Line: Don’t ever include the word “test” in the subject line of your e-mail. Agencies often encounter this problem when sending drafts to clients for approval. Unfortunately, chances are the client won’t receive the e-mail because of spam filters.
6. Sending a Test to Several Recipients in One Company: When sending out test e-mails or newsletters, try to limit the number of recipients you’re sending them too. If several employees within one company receive the same test correspondence, the company’s e-mail firewall may assume it’s a spam attack.

Avoid these six common errors to ensure proper delivery of your e-mail!