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Corey

What’s a good way to keep a great campaign from reaching fans? Committing one of these easily avoidable mistakes. Keep your emails out of the junk folder and away from the spam filter by following our tips:

1. DON’T YELL AT THEM. (Avoid caps lock.)

Yelling might be helpful in a game of Marco Polo, but it isn’t going to do any favors for your email campaigns. Not typing in all-caps is one of the simplest ways to avoid a spam filter. If you’re sending relevant and interesting content to fans who want to be on your list – they did sign up, after all – then you’ll get their attention without resulting to a rarely-successful shout-fest.

2. Balance images and text.

Step away from Photoshop. Yes, your 2 MB flyer looks fantastic, but it’s likely it won’t make it to your fans’ inboxes. Large images (especially MULTIPLE large images) and excessive HTML code can send a campaign straight to the junk folder. Instead, include plenty of actual text in every campaign (not text as part of an image!). A safe bet is to keep your campaign stable with at least 50% text in the body versus HTML code.

3. Keep symbols out of subject lines.

Asterisks, exclamation points, dollar signs, and parentheses should be kept far away from your subject line. For the body of your message, balance is key. Use just one exclamation point instead of three at the end of every sentence. Avoid entire lines of asterisks to separate content.

4. Treat “Free” like a four letter word.

…and I’m not talking about the actual number of letters, here. “Free”, “Try Now”, “Click Here”, “Save Money!”, “Dear Friend”, and quite a few other phrases/words are all frequently tracked and flagged. Avoid them whenever possible and use sparingly if absolutely necessary. Remember that the old thesaurus can be your friend here!

5. Keep text simple.

One color. One size (okay, maybe two sizes). One font (and please, not Comic Sans). Red and blue text can raise flags, as can oversized text and multiple fonts. Remember what I said about having too much HTML code? Besides often being a spam trigger on their own, these changes add excess code to your campaign as well. Speaking of HTML, stay far away from ANY text effects. This means no marquees and no flashing text.

Want more tips like this? Sign up for the Fan Marketing Institute and get free weekly lessons designed to help you get more fans, cultivate loyalty, and turn fans into customers.

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