StreamSend releases email analyzer data: 12 things not to do

StreamSend, a leading email marketing software provider, has used its Email Analyzer feature to name the top email “spam” features that block businesses from boosting their legitimate email deliverability.

Marketers have learned that maintaining good lists and sending practices isn’t enough. Often, business e-mailers send their messages to willing recipients without realizing that their email format may mistakenly trigger spam alerts by internet service providers (ISPs), which may block all further communications from that sender.

StreamSend uses Email Analyzer to solve that problem for its clients, and has identified these top twelve spam warnings to keep your emails deliverable and your ISP mailing reputation in the clear:

1.    Concentrate on your message.
Use smart subject lines and consider the preview pane. And make sure that subject line represents your email’s content: readers don’t like to be tricked into opening an email message.

2.    Avoid ALL CAPITAL LETTERS.
Capital letters in the subject line and email content are thought of as the Internet equivalent of shouting. You would never shout at a prospect so do not shout at your email list subscribers.

3.    Skip all those exclamation marks!!
If something sounds too good to be true, the junk mail filters probably agree. Do not claim a “once in a lifetime opportunity!” and other grandiose offers.

4.    Does it pass the read test?
A good litmus test for a subject line and for email copy writing in general is does it past the read test? If you read it out loud does it sound even vaguely how you would talk to the customer over coffee? Here are some key words to skip: Urgent, money back guarantee, and why pay more?

5.    Watch the ratio of text to image area.
Never send out an email that is one giant image. The filters will likely filter it, but even if it gets to the Inbox, the recipient will have no enticement to turn on images. A good balance is 60% text and 40% graphics. Remember that text which is part of an image doesn’t count.

6.    Quit the cash talk.
While discussing money is unavoidable, try to avoid excessive mentions of money in your emails as the spammers and scammers have made that hard to get through.

7.    No Neon.
We have all seen emails with red font, flashing objects, etc. Keep it simple to maximize your chances of getting into the Inbox.

8.    Keep your address consistent.
Ask list members to add that address to their address book or contact list. Never use a ‘no-reply’ or ‘do-not-reply’ in the ‘From Address of non-transactional messages

9.    Include both text and html parts.
Some spam filters can count it against you if you do not have both an HTML version and plain text version of your message.

10.    Show Your I.D.
Many ISP’s will use SPF records (Sender Policy Framework) to verify that the mail is actually coming from who claims to be sending it. SPF records, included in the senders’ DNS, have become a key tool in preventing ‘from address’ forgery.

11.    Keep it simple.
Keep your HTML code simple. Use a table based layout with inline styles, and always specify margins and spacing.

12.    Look out for guilt by association.
Including third-party links from other organizations can cause delivery problems if those links are associated with past spam messages.

“As more and more businesses turn to email as a highly successful, cost-efficient way to build customer relationships, they run the risk of having their legitimate emails perceived as spam, and both their ISP reputations and deliverability suffer,” said Dan Forootan, president of StreamSend Email Marketing. “Email Analyzer lets those businesses specifically determine their messages’ deliverability before sending by identifying characteristics like these and maximizing their email results.”

Andrew Bonar

The founder of emailexpert.org, Andrew Bonar currently resides not far from Sydney in Australia where he performs his primary role as Postmaster for self-service ESP Campaign Monitor

In the past two years alone Andrew has been responsible for the delivery of in excess of 120 Billion messages. With more than 15 years of industry experience, Andrew is widely recognised as a leader in the field of message sending, deliverability and compliance.

In 1996, he co-founded the UK’s oldest privately held ISP, Cheapnet Ltd. In 1998, launched the UK’s first privately held eCommerce payment systems: eBanx Ltd, and in 2003 he launched two of the very first ESP’s in Europe: MailPhoenix and eMailGenie.

From 2006 Andrew served as an independent consultant at organisations throughout Europe, the Middle East, Asia Pacific and the US. More recently serving as Worldwide Director of Deliverability at Emailvision, managing deliverability operations in 22 Countries. Andrew continues developing and evangelising best practices in permission-based marketing with clients and industry associations and travels extensively in Asia, Europe and North America to fulfil these obligations.

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