Day: August 6, 2022

To communicate with professionals, email marketing is 40 times more effective than Facebook or Twitter.

You should be aware, however, that the rate at which your e-mails are clicked or opened depends on a number of factors, not least the mail servers and the person behind the screen (who may or may not read your e-mail). At first sight, they may decide to delete it or send it to their spam folder…

Remember that the best business relationships are based on trust between customer and company. And you can’t achieve this by sending spam-like e-mails.

Here are a few techniques you can apply to prevent your e-mails from going straight into your customers’ spam folders.

Personalize your emails

According to statistics, customers who receive emails tend to neglect them if they don’t come from someone they trust. Personalizing your e-mails is therefore a good way of overcoming this first hurdle.

The first point to consider is the sender’s name. It must be clearly identified. Avoid names that are too long or in capital letters: spam filters can identify them as spam.

The subject line is crucial, so avoid dubious expressions such as “win big now”. There’s nothing like it to get you relegated to the rank of “spammer”. Here again, forget capital letters and don’t overuse special characters and punctuation (!!!, ????, etc.).

Your sender address is also important. Use an address with which the customer can respond to you if necessary. The use of your company name or the customer’s business contact is welcome.

Create relevant content

The content of your emails must be engaging. Focus on content that your customers will want to read. Be relevant, and send your customers only the information they really need, at the risk of seeing your next emails go straight into the trash. Being generous also allows you to capture your recipients’ attention. You can give them free advice or virtual gifts to build loyalty.

Ideally, you should send personalized messages that will enable you to maintain a relationship of trust with your customers. You can offer them exclusives or deals they won’t find anywhere else but in their mailbox. They’ll feel privileged and be eager to open your next e-mail.

Beware of sending large numbers of e-mails

Although it’s a good way of reaching many potential customers, sending large numbers of emails is not always recommended. However, if this practice is necessary for you, use email providers that allow you to personalize fields with the names of your contacts. For example, you can use the Ediware platform…

Be careful, however, not to send a large number of e-mails at the same time. Mail servers may block some of your e-mails as spam.

And, if you’re sending out newsletters, make sure they include the unsubscribe option, as defined by the French law for confidence in the digital economy.

Check and test your e-mails before sending them

If you’ve applied these techniques correctly, your marketing e-mails won’t normally come across as spam. To be sure, check them with anti-spam testing services, such as the Ediware platform. The latter will scan the content of your e-mail for expressions that may be read as spam by mail servers.