If you have an email address, you have a Junk Mail folder. Reviewing it is a great adventure and at the same time it helps us understand why so many campaigns end in it. In short, we are talking about a kind of virtual bodyguard that works to protect us: silently, it keeps us away from scams, identity theft attempts and some other heavy e-commerce that does not understand that its products do not interest us.
The bad news I have to give you is that this annoying practice can find you unprotected in other places. Be it while browsing a forum, on your visits to social networks, or even while walking down the street. You don’t have to travel to Las Vegas to experience this ad pollution. Right now, as I write this post, I only have to look out the window of my house to find an unwanted advertisement, hidden and waiting to attack me.
But let’s go back to the digital world, where luckily we are more protected. Believe it or not, “” is the name usually given to a type of canned ham. This was a very popular product during World War II and its practicality and low cost were the reason why many of the families of the time used to send it in parcels to their relatives in the army. That’s right, during the 1940s, many people were happy to receive “spam”. 🙂
But enough of history! What we are looking for with this article is to learn how to sell more using the . Next we are going to analyze together what are the errors that sentence these emails to life in that forgotten folder and at the same time we will try to find the keys that explain why we still receive them today.
Case 1: Update your bank information
What makes this email so believable? The answer is the ID. The company logo communicates so much security that people simply click on the link. So we come to the first lesson of this journey through the spam folder:
Always identify your Email Marketing campaigns with your brand. This way people will know that the submission came from someone who knows them and who has been given permission to visit their Inbox.
What are they doing wrong? They do not use a domain according to the company and their content seems to be written by a caveman. Welcome to the second lesson:
Always carry out campaigns from your own domain and take care of the wording and tone of your emails.
Case 2: You are a millionaire, but in another country
The number of inheritances that await us in Africa and Europe cannot be believed. The good thing about this type of spam is that sometimes it’s fun. We cannot deny it, they use good subjects that incite immediate action and put us in a few seconds, in front of the controversial content of their message.
Using creative subjects that incite immediate action is one of the best tactics that you can apply in your Email Marketing campaigns.
The problem of these generous senders is in their wording. The abusive use of capital letters, colors and automatic translators manage to make us laugh, instead of our precious bank details.
Therefore, remember to always use standard fonts, do not abuse capital letters and again, pay attention to the content of your message..
What bonus track, we can mention the importance of customization. If someone is going to write you an email to tell you about a fortune that is waiting for you, the least they should do is include your name in the subject or in the content of the email. Something that never happens.
I took into account that personalizing an email pushes your chances of opening by nearly 50%.
Case 3: Someone likes you
Let’s face it, people loving you is nice. But when your seduction ends up captivating several foreigners at the same time, things get weird. If there is something that we can highlight from these cases of spam, it is once again the force that your subject has to attract attention.
Again, we emphasize the importance of this line of text that works as a bridge between our message and the subscriber.
Your subject should not exceed 30 characters. This way you will be displayed correctly on all mobile devices, where 52% of openings take place today.
The error of these love mails lies in the very soul of Permission Marketing. Why would someone who doesn’t know you send you such an intimate message?
This leads to one of the best lessons we can take away from the Spam Inbox: always respect Permission Marketing and send Email Marketing campaigns only to those people who have given you their permission to do so.
For this reason it is important that you use to feed your Database and at the same time, always include removal links in all your mailings. This is the secret to ensure quality Subscriber Lists that will always interact with your members.
Case 4: We are going to the World Cup
Winning a contest is always a reason to celebrate and even more so if it involves a fully paid trip. Doubts begin to appear when we do not remember when we participated in that draw. Here we can find another good teaching for our emails:Using sweepstakes or promotions in your Email Marketing campaigns is a great idea to achieve successful commercial mailings.
The error of this piece lies in its best weapon of conviction: a file in .PDF format, perfectly edited, which “certifies” the authenticity of the award. The problem is that the weight of such a file alerts those present in every box, and they are the ones who are responsible for sending this email directly to the Spam Folder.
Whenever you include images or documents in your campaigns, try not to make them heavy. Failure to follow this rule results in a non-stop trip to the Spam folder.
I hope that this safari among the ghosts that live in our Spam Box has helped you to capture some tips. Before the final point, I want to leave you with 4 precepts that will help you get even further away from bad practices:
- Respect a delivery frequency.
- Don’t use or buy other people’s contact lists.
- Include an unsubscribe link in all your campaigns.
- Clean your lists frequently.
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