Avoiding the Spam Folder

Tips & Tricks to Land in the Inbox

Emails have one of two destinations: your inbox or the abyss.

Those that end up in your junk or spam folder tend to have many similarities. These traits are picked up by your email provider (i.e. Google). Enough of these red flags and your email will be automatically marked as junk/spam.

Let’s review the best practices to avoid the abyss.

Unsubscribe Button

Did you ask for permission to email your recipient? Probably not. Now, that’s perfectly fine. However, you must provide your recipient with an option to opt out of all further emails. Without an unsubscribe button, your emails may never end AND you never gained permission to email said recipient. Looks like spam to me!

Physical Address & Logo

Who are you? Seriously, anybody you email has the right to know. Part of what makes spam suspicious is that you don’t know who is sending it or what their intentions are. Providing your company’s address and logo allows for transparency. There’s no room for tricks or gimmicks without knowing exactly who is behind it.

Alt Text for All Images

Alt text is very important. Sometimes browsers will not load an image unless a user allows it to load them. Alt text provides a replacement for the image, should the image not load. This will not only avoid having a blank area for those who opt to not load an image but also provides in-depth information for anybody who may be blind. These are the little things that spam emails miss.

HIGH Text to Images/Link Ratio

Speaking of images, keep them to a low. You want to aim for a high text to image ratio. This means you want to have way, way (WAY) more text than images in your email. Text is content. Anything else may be a harmful link towards a website with a virus or a suspicious download. Text solidifies your email. Feel free to incorporate images, sparingly, but the text should be king.

Proper Grammar/Spelling

Believe it or not, miserable grammar and spelling are common in spam, as is wr!t!nG l i k e THIS!!!!! You want to avoid looking like spam whenever possible, so check your spelling and grammar before hitting send!

No Gimmicky Subjects

And on the note, your subject matters. Be honest, unemotional, and straight to the point. Any emails with “URGENT,” “QUICKLY!!!,” and an abundance of punctuation or spaces in between letters look unprofessional and very much like spam. Don’t look too personal. Don’t oversell. Don’t come off as too urgent. And don’t sound like a scam!

Test Emails

Lastly, there are tools to test the spammy-ness of your emails! Mail Tester is a phenomenal way of checking where you stand. Simply send a test email to them and they’ll analyze what you did well and what can be improved.

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