Some of the Email marketing delivery problems were discussed in the first part of this article. Here are other email filter aspects that can negatively affect your email marketing campaign.
1. Content Filters
If you are conducting an email marketing campaign, be aware of some words that content filters hate. These are poison words that when used in exceeding numbers can cause your email to be blocked from reaching your subscribers’ inbox. Some people try to beat this system by using symbols to replace letters. For example, instead of using the word “free” they type “fr*e”. Initially, you might think that this would work, but it is in my opinion that it won’t because of the following reasons:
a. This is not appealing and will definitely not impress your subscribers. It is neither look nor sound professional.
b. There is a good chance that most filters are also aware of this variation.
Here’s a list of poison words that you might want to use in moderation. This list also includes other general guidelines that you should follow
1. Don’t Use CapsLock
2. Never use exclamation marks excessively. One is enough to deliver your message. If you want to emphasize your message, you may want to bold or underline the sentences, phrases or words.
3. Never place exclamation or question marks in your header
4. Embedding Scripts in your email marketing campaign must be avoided
5. Utilize valid HTML code in your email marketing campaign
6. Do not use the default title tag of your web page editor; instead use a proper title tag.
7. Avoid utilizing light-colored fonts and dark-colored fonts on a light-colored and dark-colored background, respectively.
8. Never place or use “this is not a spam”. Only spammers do this.
9. Sparingly use the words or terms “free”, “bonus”, “buy now”, “limited offer”.
10. Don’t use the following variations “F R E E” or “Fre*”.
11. Avoid putting images that display these poison words in the hopes of not getting detected. Remember that an email marketing material that only contains images will definitely throw up a red flag.
12. Never add in a stack of blank lines
13. Never ever have an @something type of offers from address
14. As much as possible, avoid using the word “buy” in subject lines.
15. Avoid using large fonts
16. Using “dear” or “dear friend” in the subject line will definitely increase your spam score.
17. Use the word “guarantee” sparingly in your email marketing campaign.
Run your email marketing campaign through a filter test to check whether or not your material will pass. Check what score is achieved and what the factors that triggered the scoring.
2. Blacklisted Mail IP
If you are in a shared hosting situation, there is a big chance that another user who is using the same mail server is using conducting a spamming activity. Once this happens, the entire mailserver will get blacklisted. And even if you have your own IP, you may be blocked by an ISP due to several reasons. Thus, monitoring during a mailout is extremely crucial.
To deal with this, run a quick check by entering your outgoing mail IP through SpamHaus’s Block list and SpamCop’s Block list prior to sending all of your email marketing campaigns, before and after even.
If you get blacklisted, you must immediately report it to your ISP/host so they could deal with the spammer first. This way, although blacklisting will remain for a long time, it won’t happen again.
Monitor all email marketing bounces and immediately act on any spam complaints as a single complaint can get you blacklisted right off the bat. If your host is touchy, your account could get suspended.