To realize an effective mailing we have to remember about many issues. Among them there are: the proper choice of the mailing base and the proper targeting of the dispatch. In the second stage we concentrate on proper preparation of the message itself: an attractive title, attractive graphics and convincing content. The next issue which needs to be remembered is to avoid getting into the spam, so that the addressees have the possibility to get acquainted with our message.
Many mail programmes apply spam filters, so that users do not receive unwanted mail to their mailboxes. Algorithms used in filters are not perfect, there are also emails that are not spam. However, there are a few aspects that are worth paying attention to in order to increase the chances of our message reaching the addressee.
Why some messages get to the spam, and others don’t?
Programs that are supposed to distinguish wanted messages from unwanted ones, use certain rules that allow to classify incoming messages. Algorithm, which scans received messages, checks their title and sender, and compares the content of mail with requirements determined in given filter. When an email in a certain “category” fulfills conditions of being recognized as a spam, it gets negative points. When the sum of all points from different criteria exceeds a certain level, the whole message is qualified as a spam.
There are several aspects that we should pay attention to while preparing our message, so that it would meet the criteria of a non-spam message.
Below the most important of them:
(1) Spam filters are sensitive to certain words and characters. It is better not to have them in our message; both in the title and in the body. Examples of such inappropriate words, considered as spam are: promotion, free, free, coupon, special offer, extra, buy now, etc.
If we care about placing this type of word in the message, a good solution may be placing it in a graphic form. Thanks to that it will be invisible for filters but visible for the user.
You should also avoid currency symbols such as $, a large number of exclamation marks or other characters and words written entirely in capital letters.
If there is a small amount of text in the message in comparison to the graphics it contains, it will definitely have a negative impact on the perception of our email by spam filters. Therefore it is worth taking care to provide as much content as possible in the form of plain text and HTML code. Let’s also use altos (texts under the images) in the creation. An additional amount of text may be added at the end of the mailing by placing an expanded footer. The more text in the mailing, the better. 3.
3. the bigger the weight of the mailing, the bigger the probability to get to the spam. It absolutely should not exceed 400 kB, however, try not to exceed 50-60kB. 4.
4. we should avoid sending attachments in our mailing. Files that we would like to pass to the mail recipients, it’s better to make them available on our server and in the mail put a link redirecting to it.
According to the current statutory requirements the mailing should contain the possibility of unsubscribing from the database. Let’s check if the mailing being sent for us is adjusted to these requirements. If not, our mailing can also get to the spam. 6.
6. before realization of the mailing, it is worth to make a test of mailing. We can set up for that purpose mailboxes in the most popular mail providers and check if the trial mailing was not qualified by them as a spam.
Anti-spam filters examine not only the mails themselves. They also check if the sender’s address or domain is not on our personal “black list”, and on one of the black lists of addresses sending spam. The reputation of the sender (the owner of the base) is very important here.
While realizing a mailing, we should also pay attention to how the base to which we send our mailing was created and whether the Double Opt-in method is used while signing up for it. It means that at the moment of subscription the user receives an activation link to his/her e-mail box. Only confirmation of the desire to subscribe to the database by clicking on this link activates the account and adds the address to the database (in contrast to Single Opt-in, where the email is added to the database without any confirmation). This has a major impact on the effectiveness of the entire mailing – we are confident that the e-mail addresses to which our mailing will be implemented actually exist and are active, and the person who receives the mail has consciously subscribed to the database.