Introduction
Spam filters read through each email sent to determine if the message contains legitimate information or junk. Messages containing mostly information end up in subscriber inboxes, while those considered junk end up in the spam folder. Depending on the sensitivity of spam filter settings, even innocent marketing messages sent to subscribers that signed up to receive them can end up in spam folders.
And since only those that install the software determine spam filter settings, you cannot predict with complete accuracy whether your messages will end up in a subscriber's inbox or elsewhere. Knowing this can make email marketing difficult for some Internet marketers and other business owners. But, there are ways to reduce the number of messages from ending up anywhere else by in an inbox.
Knowledge is Power
Understanding how software programs detect spam messages can help you create messages that pass filter tests. Avoiding certain phrases, making sure you have the right ratio of text to images, and filling messages with quality content instead of salesly nonsense reduce the chances of your messages from ending up in a trash or spam folder.
Continuing Education
Once you have a basic understanding of how these filter software programs work, it's up to you to remain informed about changes in how these programs detect spam. Because spammers and computer hackers continually change to adapt to spam filters, the software must stay one step ahead of those that want to harm or con innocent people out of money and other items. This means that a phrase once deemed acceptable by the software may now become an indicator of spam later on.
Internet marketing blogs that focus on spam filters, information from email marketing services, and posts from spam filter software services are just some of the many resources available to help educate and inform people like you.
Why We Need Spam Filters
Even though spam filter software can make email marketing a little more difficult, without these programs, inboxes would constantly become full of junk mail, scams, infected links, and other items. This would lead to 'inbox paranoia' that could cause people to instantly delete messages from senders they don't recognize. If you think dealing with spam filters is bad, imagine what it would be like if no one opened your message out of fear? Most online businesses would go under while others would look for new ways to advertise goods and services.
Spam filters also help ensure that only quality content reaches subscribers. You know that sending messages filled with fluffy content that serves no real purpose other than to get people to buy what you're selling may not make it to most subscriber inboxes because it will probably be sent to a spam folder (and if some of it does, you will lose subscribers pretty quickly if you don't provide good content). So why spend even a little bit of time writing garbage when you can fill messages with quality content each and every time you reach out to subscribers?
Unfortunately, identity theft has increased over the years, especially through online scams and other gimmicks. Protecting one's assets online is very important. Spam filters provide a final wall of protection against scam artists, hackers, and others. Subscribers have the choice to instantly delete messages in their spam folder or go through them to make sure they're safe and reliable. And even though some people just delete spam messages without looking at them, most people will take the time to read subject and 'from' lines to determine if the message is worth keeping.
How Spam Filters Work
Each spam filter program includes a list of criteria that distinguish spam from other types of email messages. When a message arrives at its destination, the recipient's server relies on the filter program to scan and score the message. Spam criteria each have a score assigned to them. The higher the score, the more likely the message will be labeled as spam. Spam messages go to spam or trash folders so the recipient can decide what to do with it.
Common Triggers
The criteria for determining spam continually changes, so you never really know what will score high or low. Also, different programs score criteria differently. Common things that people include in email messages that score high include:
- Phrases like "Buy Now!, " "Click Here to Buy," "Free Gift," - including one of these phrases once or twice in an email probably won't score higher enough to convince the program you're sending spam messages, but including these types of phrases three or more times along with other criteria will.
- Text to Image Ratio - Messages that contain a large image and very little text score high with most filters. Try to keep the ratio as close to 70/30 as possible to avoid spam folders. It's fine to add images to your messages, but make sure they're small and pertain to the overall message.
- Focusing solely on topics like money, making a purchase, signing up for membership typically score higher in points because many programs can determine message subject matter easily. And since most spam messages encourage you to spend money or provide account details, make sure your messages contain a balance between sales and informational content.
- Using ALL CAPS in subject lines or to highlight specific information in messages. This is a red flag that most filters will pick up on. Avoid using caps whenever possible along with lots of unnecessary punctuation.
Uncommon Triggers
These triggers are less common than the ones mentioned above but can still cause messages to score high:
- Use of 'Dear,' or 'Hello' in subjects lines will trigger most spam filter programs because many spam messages in the past contained these words in the subject line.
- Bad code - if you're not a computer code expert or have no interest in learning advanced computer code techniques, consider using an email marketing service instead as filter programs score poorly written code pretty high. Bad code will typically earn messages a place in most subscribers' inboxes.
- Images without text may trigger filter programs so make sure to include a headline or add text on the image itself to lower the score. You should add text to images anyway as some email service providers block images from being seen unless subscribers give permission (usually by clicking 'ok'). Add text by clicking on the image after adding it to content and following the prompts provided.
- Stop using fancy or large words on call to action or unsubscribe buttons. Words and phrases like 'Expedite Order,' and 'Terminate Subscription,' though correct, aren't used by most people to express these particular actions. Spam filter programs view these types of phrases as 'spammy.' Instead, use phrases like 'Order Today,' and 'Unsubscribe Now.'
One last thing to consider: Spam filters continue to evolve and oftentimes community with each other to do so. This means that if a filer encounters a new trigger, it may pass the information onto other programs. This is not a bad thing, but it's something to be aware of because this means you can't with total certainty catalogue or list each and every trigger. This may make some marketers uneasy or angry, but it's a fact.
On the other hand, now that you know more about how to avoid spam triggers, you will be able to create content that should pass through most filter programs.
Ways to Avoid Spam Filters
In addition to creating quality content that will pass through most spam filters, there are a few other ways to increase the chance that your message will land in subscriber inboxes:
- Always send messages from the same email address. Switching from one email address to another will cause an increase in scores.
- Ask subscribers to add your name and email address to their contacts list. This greatly reduces the chance of your messages ending up in spam folders.
- Rely less on sales language and provide more informational content. Not only will subscribers enjoy hearing from you more often, most spam programs let you pass through easily.
- Send fewer emails. Make each email message count - send one or two really good messages instead of daily messages with mediocre content. The less you send, the lower your chances of being flagged as spam.
Unfortunately, there's no full-proof way to get around spam filters. Occasionally, your messages will end up in subscriber spam folders. But you can reduce these instances by avoiding certain triggers and by providing top-notch content at all times.
Maxmail HQ
Maxmail HQ is a premier email marketing service that provides many useful features including:
- Ability to customize list fields for segmentation purposes
- Email templates for easy design
- Design features such as Drag & Drop editing
- Ability to import and save images and other files
- Integration with social media
- Ability to create and send autoresponder messages
- Advanced list cleaning
- Organize and manage multiple lists at the same time
- Adjust send frequency as needed
Maxmail HQ takes the guess work out of creating and managing an email campaign. Armed with the knowledge you gained from this guide in conjunction with the features Maxmail HQ has to offer, you can start promoting your business online in no time!
For more information, check out these instructional Maxmail HQ videos:
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