Make sure your emails are personal and compelling
Spam filters work to ensure you’re acquainted with the recipients. By personalizing emails and crafting engaging content for your audience, your emails are more likely to reach their primary tab. Do address them by their names and send your emails from a recognizable and credible email address. Send relevant content and don’t add too many links or images that could make your email look generic and cluttered.
Avoid ‘spammy’ subject lines in emails
Capitalized words, too many punctuation marks, and even the cliched ‘Re:’ should all be avoided in subject lines as well as the body of the email. These are indicators for spam filters to know a spammy sales email from an actual one. Keep your emails succinct, and hold off on the exclamation points in your sales emails for optimum deliverability.
Send individual emails or send in small batches
Blast emails are a thing of the past, and major email providers consider them spam. By sending trigger-action based emails to prospects, you’re more likely to see your emails land in their primary inbox.
Make the email short and concise
Keep the email conversational and get to the point. Unless absolutely necessary, don’t use spam trigger keywords like “urgent,” “free,” etc. While sending promotional emails, use alternative words to replace those that are identified as spam patterns. By sharing only relevant and valuable content to your audience, you are sure to see more engagement.
Keep up with your email sender reputation
When a recipient marks your email as spam, it affects your email sender reputation (a score that an internet service provider (ISP) assigns to an organization that sends the email). Not only does it prevent your emails from being delivered to the primary inbox, but it can also reject your emails outright. The higher your score, the more likely your ISP will ensure deliverability. Having a good sender reputation comes down to the validity of your email address, the way you track your emails, and the kind of interaction your recipients have with your emails — or not— which can negatively impact your sales efforts.
Send plain text or light HTML email
Keep the number of links to a minimum of one or two links. It should ideally have only your call-to-action, work sample, or links to downloads. By sending plain text emails or ‘light HTML’ emails, your emails are more likely to land in the primary inbox. Light HTML emails are technically HTML but the content is mostly just text; no images, links, or CSS.
