Let’s skip the obvious. You know that unsubscribe link is needed, you recognize importance of subject line, you tremble at a thought than some people actually still buy email adresses lists and use them, sending emails without recipients’ permision. Nonetheless the notion of spam makes every marketer nervous. Nothing strange about it: according to Target Marketing, 25% of emails fail to reach its receiver, what costs senders from $ 50,000 to several milions per year.
1. Not for free: dangerous words
Rumor has it that words like: free, sale, $0, buy, shouldn’t be found in your subject line.
We want to use them, so we can speak language of value (especially as main motivation for subscribing newsletter is will to get discounts – that’s what our recipients want!), but at the same time we fear anti-spam filters and our carefully crafted mailings will fall into oblivion. That anxiety is groundless – Hubspot proved that using told-to-be-risky words doesn’t impact deliverability whatsoever.
Today anti-spam filtering techniques are far more sophisticated and based on user’s behavior. So what really harms your deliverability? Being marked as spam, abuse reported, low OR and CTR: these factors indicate that your message is unwellcomed.
And remember that superiority of short subject lines is also a myth.
2. If SpamAssassin scores me positive, I won’t be marked as spam
Well, that would be great, but not.
If anti-spam mechanisms of this type identify your messages as spam, mail service will most probably do the same. But if you will be low scored (which is good), it doesn’t entail getting into subscribers’ inboxes.
Testing your mailing with SpamAssassin is great for beginning, as an indroductory phase, which allows you to make initial corrections, but it should not be the last stage of tests.
3. Frequent mailings = spam
Who is on your mailing list? People who buy a lot from you and people who have done it once or twice. People who read your newsletters and people who don’t notice them. Your customers will never be an unified, homogenous group.
Therefore, instead of searching for ideal frequency for all of them, segment them and go for automatized personalization. Then your campaign correlates with clients’ engagement and the amount of messages is well-tailored.
4. One can’t just get throught to Gmail’s Inbox
Gmail service is based heavily on customers’ behavior, so the most sensible solution with your Gmail clients would be focusing on most active ones and sending less frequent messages to others. The secons step would be providing personalized content, as it generates more engagement than traditional mailing. If you also send your message when your client is most active, you can achieve several times higher engagement rates when compared to traditional mass mailing.
You have all the tools you need to do it – SALESmanago.
By the way: B2B sector used to be a bit easier for marketers to get through with their communication, but now it’s outdated.
Why to believe in myths?
Email marketing can be precisely measured and each campaign gives you amazing amount of information on your clients, if you collect and analyze the data. Raports from your campaigns tell you much more than so-called universal rules. First of all – do some testing!