The A-Z Of Anti-Spam Legislation

Spam isn’t just annoying, it is illegal.

Anti-spam legislation is an important part of running a business’ email marketing campaign. There is a lot to consider to ensure you’re compliant with laws across the world. So, here is a quick A to Z of anti-spam legislation to help you understand laws to ensure you’re compliant.

A – Anti-spam laws

There are numerous laws across the world. Many of them have the same legal obligations, such as senders have to ensure recipients have opted into receiving messages and can unsubscribe from your list at any time.

B – Business

Many laws differentiate between the consumer and business. For instance, you can send businesses unsolicited emails unless there is any personal information in the email or they are a sole trader/partnership.

C – CAN-SPAM laws

The Canadian laws that specify what can and cannot be sent in email campaigns and is considered spam. These are some of the strictest laws in the world, and are therefore one of the best to follow.

D – Double Opt-In

This is a process where the user has to confirm their opt-in decision by confirming their subscription to your list via an email.

E- E-mail

Spam laws are often specific to email marketing campaigns but there is no definition of what is a campaign. A single email can be defined as a campaign. That is why legislation often states that punishments are done on a per-email basis not a per campaign basis.

F – Fines

Many countries will fine your business should you break the anti-spam laws. Most fines are done on a per recipient basis not on a per campaign basis.


An EU law that determines what data can be collected and saved by a business. EU laws don’t just affect EU businesses, if you have traffic or subscribers from the EU, then you must follow the rules.


All emails are tested for spam content. You need to be sure that your emails code (HTML) passes these tests to ensure deliverability.

I – Included Content

When asking for permission to contact subscribers, you need to be specific in what you’re asking to contact them about. If you request permission to send them weekly updates from your blog and then send them a marketing message about a service, you can be fined as they didn’t opt into this content.

J – Judge

Most countries have an organisation that judges whether a company has broken anti-spam laws. They will investigate infractions and deal out punishments.

K – Kill

Failing to comply with anti-spam laws can be very expensive and can kill your business off financially. It is more cost effective to build your mailing list with white hat techniques.

L – Laws

Many small business owners think that Spam laws are just suggestions, but they are laws. Some countries will imprison repeat offenders.

M – Mailing Lists

Many laws subversively ban bought mailing lists because the subscribers haven’t specifically opted into your marketing content.

N – No Third Party Exemption

If you have obtained the data from a third party, that doesn’t make the third party responsible. It is the sender of the email campaign to ensure that all recipients have agreed to the contact. Therefore, if you’re sending content to a partner’s list, it’s best if the partner sends the message from their own brand rather than give you the list to send.

O – Omission (Unsubscribe)

According to anti-spam laws, when a subscriber requests that their name is removed from your mailing list, this should be done so within a reasonable amount of time. With today’s technology, that normally means within one working day.

P – Personal Data

Personal data is any information that can identify someone. Laws state that all personal data kept must be relevant and necessary for business purposes. Therefore, if you don’t need a physical address, you shouldn’t keep it.

Q – Quarantine

To ensure that you are compliant with all anti-spam laws across the world, you should run a double opt-in campaign. Until you’ve received confirmation, you should quarantine all new subscribers.

R – Recipient

The recipient is classed as the person who the message is intended for. You should send emails to recipients who have subscribed to your mailing list and not send a message for someone via another email account.

S – Spam

Spam is considered any communication that is unwanted by the recipient and is used to sell products/services.

T – Traffic

It is estimated that as much as half of all emails sent today are spam messages. By reducing the amount of spam sent, the experience of everyone on the internet can be improved.

U – Undeliverable

While laws don’t affect deliverability of your campaigns, by sending spam too often, your mail server can be blocked from sending emails by other servers. This blacklisting makes it less effective for you to earn revenue from email campaigns.

V – Viruses

Spam is often associated with viruses, with many campaigns linking into sites that download malware. If you send spam, you will be associated with these campaigns.

W – Worldwide

Many anti-spam laws cross borders and you have to ensure that your email marketing campaigns follow the relevant regulations.

X – ‘X’pert

At times it can be necessary to consult an expert if you have any doubts over whether you are adhering to correct legislation or not.

Y – Your Responsibility

Whether you use online software or just your own server, it is your responsibility to comply with the laws. You should also make sure that any third party company sending mails out in your name are following anti-spam laws.

Z – Zzz

Don’t fall asleep; in other words, don’t get complacent. With any type of legislation you need to make sure you stay up-to-date with changes. They regularly happen.


There is a lot to think about when complying with anti-spam laws. The A-Z above, is a quick guide to some of the aspects you might not know about. You can look at some of the other articles we have in relation to spam here.

How do you ensure you’re complying with anti-spam laws? What could you do better?

Let us know in the comments below.

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Email Campaign Branding – Best Ideas For 2020

As 2019 draws to a close, you can look forward to the next year with excitement and a desire to take your business to the next level. You’ll want email marketing to be part of that journey. Research has constantly shown that the ROI of any email campaign is going to be higher than other digital channels.

There are many reasons for this, but email being permissible marketing, and the ability for it to be segmented so it’s more relevant, are two key reasons for its success.

Of course, if you want the best success in the new year, then you need to brand your email campaigns. There are several advantages to this.

To start with, it helps to distinguish you from other brands. This can be important in very competitive markets. Another advantage is that you can set customer expectations that can be a very positive experience for them.

Finally, it allows you to focus your email marketing campaigns in one direction. This can make it quicker, and therefore more cost effective, when creating campaigns.

So, what are some of the best email campaign branding ideas for 2020?

1. Create A Learning Environment

An interesting option is to create a learning environment within your email campaigns. This can be based within your specific niche or to do with your products. Learning is an important stage for your business, as educated subscribers will make better informed decisions and you’re giving away free information, which will help build a strong identify and relationship with leads.

This also works because you can use video sharing sites like YouTube to host videos and use that as another marketing channel. Plus, you can reuse the videos in a drip marketing campaign later on or connected with a certain landing page.

2. Build A Campaign That Features Current Customers

Brand your campaign by featuring the work that some of your customers do, using your product/service. This is a way of building peer recommendations without actually allowing customers to directly talk to each other. You can tailor peer recommendations to current deals/offers or a recent event.

This is a great way to build sales as 81% of customers will trust the recommendations of a peer. In addition, it will allow you to create a lot of content without much work as the majority of content will be created by your customers.

3. Create A Common Dictionary

One of the biggest things that can cause problems with campaigns is when emails have different language used between them. For instance, calling a house a home in one email but a residential building in another. This can confuse audiences and can cause other branding issues.

So, sit down before the new year and come up with a branded dictionary that you can use in emails and staff can use with customers when engaging with them on social media, in-store or on the phone.

4. Tell Stories With Campaigns

Another branding option is to tell stories in your campaigns. This could be customer journeys, product development journeys or how staff are doing at your business. Stories can draw audiences into your emails and get them emotionally involved.

Look for ways to make your campaigns highly emotional. The more engaging they are for your audiences the higher your campaign retention will be. Also, customers will be more excited about seeing your campaigns land in their inbox.


As you see out 2019, think about how you can re-brand your email campaigns to make them perform much better in 2020. A great campaign can take your business to the next level. Just what branding will you use?

Will you be changing your email branding in 2020? What will you do to take your brand to the next level?

Let us know in the comments below.

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Five Tips For Designing A Foolproof Sign Up Form

How to improve signup forms

When you operate a business, you need your email marketing campaigns to be successful. Email marketing has been one of the most rewarding marketing avenues and contributes more to online sales than most other digital channels, only SEO can compete with email marketing.

However, for your email marketing campaigns to be successful, you need to ensure that you’re constantly growing your list. There are numerous reasons for this including:

  • Subscribers will occasionally disappear (i.e. unsubscribe or close their email account).
  • The more emails you get, the more revenue you can generate.
  • You can send different campaigns to various demographics depending on where they are in the sales process.

To increase the number of subscribers you have with your mailing list, you need a sign up form. There is an art in developing a sign up form. Here are several tips to help you get started.

1. Keep Your Form Simple

When it comes down to it, you want to ensure that your sign up form is simple. Audiences should be able to look at it and know exactly what they have to do, what they’ll get and it can’t be cluttered. Therefore, keep the amount of information needed to subscribe small. Perhaps only ask for an email address.

The longer the form, the lower the conversion rate will be for you as well. This can be an important point. Visitors are often lazy, so you have to make it as easy as you can for them. Keeping a form simple, also allows you to place the form in different parts of your website, like on a sidebar.

2. Put A Visual Reminder Of What They’ll Get On The Form

If you’re giving something away to website visitors, to get them to subscribe to your mailing list, then visualise the giveaway. This makes your offer more tangible to audiences and allows you to increase conversions.

Good examples of how you can visualise the offer include:

  • An image of a book for downloadable ebooks.
  • A big version of the discount offer.
  • An image of the free prize.

3. Use Specific Words In The Copy

When writing copy, certain words will be improve your conversion. By using words like ‘my’ instead of ‘you’, you can increase the conversion rate by about 90%. At the same time, you need to add specific language into the form that makes the offer urgent. A good example of this is by saying an offer is only open for a set period, or there is limited stock.

Finally, you should add social pressure to copy by including statements like, ‘join thousands of your peers’ or ‘sign up like 10,000 other customers’. Adding social pressure inside your copy can ensure that audiences subscribe because they want to feel part of a community.

4. Don’t Use Typical Verb Words

One mistake that many businesses make is that they stick to the same, traditional words like ‘download’, ‘sign up’ and ‘buy’. These are often seen by audiences as tired and aren’t as convincing as they once were. Instead, you need to use more persuasive words like ‘get’ and ‘learn’.

These words have a less transactional feel to them to customers and because they aren’t overused by businesses, they are more persuasive.

5. Present An Unfavourable Option

Fear is a powerful emotion you can use. One way is to use social pressure and the chance of missing out on something (see above). The other is by providing an alternative that is less attractive to the audience. For instance, you could provide the options of ‘I would prefer to pay full price’ or ‘I don’t want more traffic to my site thanks’ and audiences will be more inclined to convert on your signup form.


Get more subscribers to your mailing list. Use the tips above to improve conversions and increase revenues by growing your mailing list.

Do you have any tips for improving your sign up forms? Have you used any of the above?

Let us know in the comments below.

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How To Add Your Blog Post To Your Email Campaign

How can you include your blog in your email marketing campaigns

Blogging is a very effective way to get potential customers to your website. Research has shown that regular publishing of content on your company blog can improve lead generation and revenue. However, many website owners rely on social media and SEO in order to generate traffic for blogs.

These aren’t the only two ways.

You can utilise your mailing list to bring in audiences to read your content. There are two reasons why this isn’t currently done.

The first is because blog writers generally discount blogs as a way to bring in people unfamiliar with the brand to introduce them and then convince them to subscribe to the mailing list. The second reason is that business owners often see email as a way to sell with audiences and to do little else.

The Number Of Touchpoints In A Sale

The problem with these two assumptions is that it ignores a fundamental rule about selling. That in 80% of cases, it takes between five and twelve interactions to make one sale. That is a lot of touchpoints to cover. Yet sending an email and reading a blog would actually count as two.

It also ignores the potential of blog posts to sell to customers. After all, if you’re using blogging to generate leads, you’ve already used them to sell to your audience.

Therefore, email marketing and blogging should be combined. But how can you do that? Here are some simple solutions that can help you integrate the two.

1. Blog Summary Email

Either by using an RSS feed, or by creating a manual summary, you can send audiences a list of recent blog posts. Within the email, contain a blog title, blog excerpt and a featured image for each blog post. Then create a link to each individual blog post.

This allows your audience to select which blogs they’re interested in and read those in full on your website. This is a simple way to build blog traffic, but you can sometimes find that busy individuals give your RSS feeds a low priority.

At the same time, if you don’t publish a lot of content, like two or three a week, then this methodology doesn’t really work. However, if you publish numerous articles per week, this is a great option for your brand.

2. Summary Within Other Emails

A common tactic is to include a ‘blog post plug’. This is like having a general email with a section of it dedicated to promoting your latest blog post. This is a simple and sometimes effective way to get people to read your content; but it comes with a couple of problems.

The first is that it makes your emails more cluttered. The second is that it can devalue your main message and people forget your messages as they read your content. Therefore, you might lose revenue for extra traffic.

3. Dedicated Emails

This is a common tactic where a blog post has its own email sent out. In the email you can sell what the blog post is about, why it is important to read and other critical information that the audience needs to know. A lot of companies use this tactic and some to great effect. But you’ve got to make sure that you’re publishing high quality articles that aren’t going to be duplicate content from other sources.

If you don’t have a lot of blog posts being published then this is the best option for you. It can also add a little personality to your marketing and get people to like your content more.


Email marketing and blogging should be connected more. By using different methods, you can market your blog to your subscribers, bring them back to your brand and sell them your value proposition. However, you must select the right strategy for your brand. This is based on your end-goals and the level of blogging you do.

Do you blog? How many blogs do you write per month?

Let us know in the comments below.

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3 Sneaky Tricks To Getting Your Headline Length Right

Getting your headline (subject line) right for your email is important. Most subscribers will base much of their behaviour on this aspect of your email. If it is too long, then important parts of your message will be missing, this could lessen the value of your email and result in a campaign that struggles.

The best length for a headline is between three to five words. Having it under 10 words is considered good, but the results of the campaign will start to lessen.

One of the main reasons for this is that more than half of all emails are now opened on mobiles and these have less space for subject lines. Therefore, you need them to be smaller to cater for this audience.

This can be challenging with certain subject lines. So, here are some sneaky tricks to get round the problem and make your headline just the right length.

1. Use The Preheader Text

The first aspect is to use the preheader text space as part of your subject line. This is a great place to put some content because it often appears with the subject line and combined they can make a valuable sentence that the audience can build your brand’s message with. For example:

Subject line: Get 10% off today when you spend more than $20.

could be changed to:

Subject line: Get 10% off today

Pre-header text: when you spend $20 or more.

Another example:

Subject line: Don’t miss out on our fantastic 10% off deal

this could be changed to:

Subject line: Don’t miss out

Pre-header text: on our fantastic 10% off deal.

2. Remove Unimportant Words

Sometimes we add words in sentences to make them grammatically correct, but they just aren’t needed culturally. Your audience will know exactly what you mean and would prefer to know what you’re saying with a few words, than only getting half the message because the text was cut short by their email client.

A good examples of this could be:

Subject line: Get 10% off today when you spend more than $20.

Could be changed to either:

Subject line: 10% off when you spend $20 or more


Subject Line: Spend $20 and save 10%.

The subject lines in both of these mean the same thing, but they’re just worded differently and take up less space.

3. Use Symbols/Emoji’s In Your Email Headlines

Another great example is to use symbols or emojis in your email subject lines instead of words. Subject lines with emojis in them have the added bonus of a higher click through rate. Symbols can also be used to convey messages in far shorter space.

A good example could be:

Subject line: Get 10% off today when you spend more than $20

could be changed to:

Subject line: Get 10% off today when you spend $20+


Subject line: Spend $20+ for 10% off.

A good way to use an emoji would be like this:

Subject line: Use these self-help books to make you happy.

You could change the books and happy words into emojis. There are lots of emojis that are available for you to use.


Headlines and subject lines are only supposed to be a certain length. Any longer and they will be too big for most email clients, especially those on mobile devices. There are numerous ways you can get around this by using some sneaky tricks to reduce the length.

We’ve highlighted three sneaky tactics you can use above. All will greatly reduce your subject line and make them more engaging. Some will even see better campaign results (like using emojis).

How do you reduce the length of your subject lines? Have you monitored subject lines for their performance?

Let us know in the comments below.

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How To Brainstorm Your Email Marketing Strategy

brainstorm your email marketing strategy

You can’t just create an email campaign and run with it. This strategy creates a very poor return on your efforts and the disjointed campaign would likely lose you subscribers as well as revenue. Instead, you need to develop a long-term plan that can give you, your campaigns and subscribers direction.

But how do you brainstorm an email marketing strategy? Here are some important steps in the development of campaigns you need to follow in order to get the best results.

1. Look At What Is Important For Your Business To Sell

The first thing to look at is what is important for your business to sell. Is there a product that performs better than others, especially online or via email? This is important because you need to know what direction you want to take your campaigns in.

You also need to know the price point and the main customer demographics. This information can determine how many touchpoints you need to create a sale. Generally speaking, the higher the ticket price for the product, the longer the campaign you need.

Research has also found that 50% of online sales take between five and twelve touchpoints to create a sale.

2. Determine What Points You Want To Get Across In Your Sales Pitch

When it comes to selling, you need to convince customers about the benefits of your solutions and the potential to solve pain points with the customers. This means you need to consider your product’s main users and what pain points they have and how your product can help them.

This creates you a long list of points that you want to get across with your email marketing campaign. These should be listed down and developed into stories. You can use current customer testimonials as a way to demonstrate your points.

3. Think About The Sales Process

Next you need to know more about your sales process and how your email marketing will fit into that process. For instance, will your emails lead directly to a product page that your subscribers can purchase from? Or do you need a way to qualify subscribers for purchasing that can be used by sales teams to complete sales?

When you’re building an email marketing campaign, this is an important point. Setting your campaign the right way will mean better results and less wasted time for both you and your customers.

4. Develop Timings For Your Campaigns

The next most important part of the brainstorming session is to develop timings for your campaigns. Your audience is always going to be different from another brands. Therefore, you should not read too much into when customers are online for your business.

However that doesn’t mean that your company doesn’t have an ideal time to send out campaigns. You need to know this. And you also need to determine how frequently you should be sending content to your audience. Too often, and you can alienate your subscribers and reduce the number on the list, while too few emails can mean that potential customers forget about your branding.

5. Sit Down With A Team And Develop Content

Don’t let emails be developed on the fly. Create a pre-constructed campaign that lasts a long time. This could be an auto-responder list or just a standard campaign you’re prepared. What is important is that several people contribute. It allows for greater depths of creativity and better results when those with different opinions work together on marketing campaigns.

At the same time, you can be sure that everyone knows what is going on, so they aren’t surprised when campaigns do go out.


Build your next campaign in advance and start with a brainstorming session. These tips will help you get the most out of your campaign and see revenue and profit growth.

Do you brainstorm email marketing campaigns? What tips do you have?

Let us know in the comments below.

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Optimising Your Email Content Without Being Obvious

Don’t forget to check statistics from multiple campaigns

There are several ways that you can optimise your email content. This will yield great results, like higher click through rates, better conversions and less email subscriber churn. However, sometimes we can take it too far and optimise content so much that users start to see these tricks and ‘rebel’. This is when we start to see the opposite impact and campaigns start to fail.

So, how can you optimise content in your email without it being too obvious to the reader? Here are some of the top options.

1. Stop With The Name

One of the top ways is to not personalise emails with a name. It is obvious you’re just doing a mail merge function and these have been around for more than two decades now. Your audience don’t see it as personalisation, they just see it as normal practice.

Personalisation should be about the way you’re publishing content. Audiences should receive specific content that is relevant to them at the right time. Not generic content that could be sent to anyone.

2. Optimise Images Outside Of Your Email Program

One common problem with emails is that they have high-resolution images that are memory intensive. This makes it hard for them to be seen on mobile devices and can take a long time to load on desktops.

Images are however very good at converting readers into consumers. So they are essential. Therefore, the most important aspect is to make sure that you’re optimising images. This should be via the size of the image (smaller the better) and the image size. Using programs like RIOT are excellent because they can reduce the memory usage significantly, without you losing any quality in the image. And it is a free image optimiser.

3. Don’t Do Too Many Tests At Once

Split testing is really important. It allows you to see what audiences prefer. However, split testing and changing aspects on every email isn’t very efficient. Audiences become more aware of what you’re doing and don’t associate a style with your email marketing campaigns.

This can have a negative impact on what happens. Many audience members might abandon your content and might spread more bad news around.

Ideally, you also want to increase the number of times you repeat a test for a few campaigns. For instance, if you run the same test of which colour the call to action should be five times, you might find that four out of five of those tests show audiences slightly prefer a red call-to-action button. However, if on that fifth test they overwhelmingly prefer a blue button, there is a hard decision to make. The averages might show the blue button is better.

Therefore, one email can’t determine the true results from a test.

4. Use Third-Party Data Where Possible

Optimisation is an important part of running your email campaigns. However, you don’t have to rely on your own data. The internet is a fantastic place where you can find lots of information, including the results of how other people’s email campaigns have succeeded. This includes what changes they’ve made and how audiences have responded.

This can therefore, allow you to cut out some of the split testing phase and implement optimised content from the start. Things that might be mentioned include what colours text, buttons and images should be used in addition to timings and lengths of emails. So you can make lots of informed decisions before you even send your first split test email.


Email marketing is always about creating highly converting content for your audience. However, to do this you must optimise emails. It is very hard to achieve without at least some split testing. However, you can use some of the tricks and tips above to reduce the amount of testing you need to do and ensure that it isn’t obvious you’re testing audiences.

How do you optimise email content? How do you make it less obvious?

Let us know in the comments.

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Subject Line Tricks To Improve Open Rates

email open rates
How to get more people to open your emails.

When it comes to improving open rates, there are several aspects that are key. One of those is the subject line that the audience sees. If you have a boring subject line, then your mail can be lost in busy inboxes. However, if you make slight tweaks to your mail, then you can make it stand out and improve your campaign’s performance.

So, what are the subject line tricks you can use to improve open rates?

1. Bracketing Text

One of the newest ways that people have started to build upon their open rate is by including brackets in their subject lines. A line like this:

Some amazing daily deals that can’t be found elsewhere

can be turned into

Some amazing (exclusive) daily deals

The brackets used to be unusual. So it drew attention to the email in an inbox. However, more marketers are starting to do this, so consumers are going to get used to the practice soon. That doesn’t make it less valuable, there are still going to be some audiences who are more likely to click through on this type of subject line.

2. Avoid Blacklists (Spam) Words

Another key aspect to getting your emails opened is getting them seen in the first place. When you include spam words in your subject lines then mail servers are going to be blocking your content, making them bounce, or sending them to the spam folder, where few people check for emails.

There are a lot of words that can be considered bad for spam. So be sure to check out those lists carefully. We’ve even created an article recently where we detailed some of the worst options for words.

However, two good examples would be the words ‘daily’ and ‘deals’. These are often associated with spam and so should be removed and replaced. So this subject line:

Some amazing (exclusive) daily deals

could be turned into

Some amazing (exclusive) products available today.

3. Add Ownership To The Subject Line

Call-to-action optimisation is all about giving ownership of the action to the reader. The same can be said to email subject lines. After all, they are both there to tell the audience to do something. In the case of the email subject line, it is to read the rest of the content.

There are several ways to add ownership to a subject line. But the most powerful is by including the word ‘you’ somewhere in the text. While personalisation used to work, customers are becoming more aware of the technology that can just add it in. So placing a name within the subject line is becoming less effective.

Therefore, this subject line:

Some amazing (exclusive) products available today.

Could become

Some amazing (exclusive) products available for you today

4. Be Controversial And Keep A Secret (Very Badly)

Another key tactic used by numerous other people on email marketing is being controversial and implying a secret. This adds intrigue and a desire by the audience to know what is hidden within the email. Controversial aspects are hard to apply without offending certain elements, but there are ways of doing it.

You don’t have to use the word secret, or confidential within the content to get the secret element across. Instead, you can use words like ‘exclusive’ or ‘just for you’ to get that same sense. For instance, in the example above, we’ve used the word exclusive. That implies scarcity and secrecy. Therefore, audiences are more likely to click through.

To add controversy, you could add something like:

Some amazing (exclusive) products available for you (that your [name of relation] doesn’t want you to have)

The name of relation can be swapped with any relation like wife, husband, mum, dad, etc..


Improve your email marketing success with some of the tips above. When they see your new subject lines, you should see an increase in the number of people who are reading your content and therefore making a purchase.

How do you monitor your open rates? Have you tried split testing to see what subject lines perform better?

Let us know in the comments below.

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The Blacklist – Words To Avoid In Your Email Marketing

What words must you avoid on your email copy?

Email marketing is about getting people from their email inbox to your business’ website. There are several methods to do this, but in essence, you have to rely on the written word to convince people to take action.

Therefore, you have to know which are the best words to use in your marketing. There are lots of words that are associated with good performance, but there are many more that are also blacklisted. These words can be unconvincing to customers and can therefore lead to mistrust between the two of you. Or worse, they can get you caught in spam filters and no-one will see your content.

So, what words do you want to avoid? Here is the blacklist of words you shouldn’t use in email marketing campaigns.

Act now – while act now is often considered good for website call-to-actions, this word is often picked up on by spam filters.

RE: – unless the email is actually a reply, don’t use this in your email marketing. Email servers are good at spotting which are true replies. Plus, readers will be annoyed when they realise they haven’t started a conversation with you. You need to build trust with your audience.

Additional income/your own boss/make money/earn – anything that seems like you’re going to offer someone a way to earn money automatically sends out a spam message. Generally, email users don’t like this and spam filters are more likely to relegate your message to the spam folder.

Free – nothing is ever for free. You always have to give something, even if it is information. So, don’t use the term, you’ll only upset your audience.

Hello/Friend/Family – making it seem like you already have a relationship with the audience that is more than B2C or B2B is not going to help. People are wary of who they share their contact information with and these words are often targeted by spam filters.

Winner/win/congratulations – there have been so many fraud schemes that use these terms that email filters now remove messages with these terms in. If you have a competition and want to announce the winners or contact people who have won, use Facebook, Twitter or another social media program. Or get the contact details of the entries and phone them.

Guarantee/promise/trust – While these words are designed to give people confidence in your credentials, they often don’t. People should be able to trust you without you asking them to. Therefore, don’t use these words in your copy.

Another Few Email Marketing Copy Pointers

It isn’t just the words above you shouldn’t use. Here are some of the other tips you should be following to get past spam folders and to get people to read your content.

Don’t Make Spelling Mistakes

People associate spelling mistakes with poor education, poor service and fraud. Therefore, bad spelling mistakes are going to detract from your message. Always get a professional to proofread your content or use a grammar program to help you get it right.

Increase The Number Of Words In Your Subject Lines

Those with just one word tend to get pushed to spam folders. Always have between four and eight words in your subject lines. This will help you get more of your messages read.

Don’t Use All Caps

Only the first letter of any word should be in capitals in a subject line and the first letter in the sentence within the copy of the email should be capitalised (unless it’s a noun). Anything else and it will seem as if you’re shouting at your audience. This is very aggressive and people will immediately disregard your email.

Don’t Use Exclamation Points In Your Subject Line

Another point is to avoid using exclamation points in subject lines. It can look aggressive and unprofessional.


You want to avoid using the wrong words in your email marketing, such as the examples we have given you above. Otherwise, your emails could end up in your subscribers’ spam boxes and you will have wasted your efforts and lost out on potential revenue.

What words do you avoid in your email copy? Have you tried split testing your content to see if these words affect open/click through rates?

Let us know in the comments below.

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The Easiest Formula For Setting Out Your Email

What is the best way to design your emails and their campaigns?

Email marketing is one of the best ways to sell online. Research has found time and time again that the return on investment from email marketing is much higher than other digital marketing pathways. However, there are lots of different ways that you can utilise email in your marketing, and there are some that are easier to operate than others.

Using certain formulas for email marketing, you can achieve more than the average brand. Here is one of the easiest formulas that you can use to generate revenue through email marketing.

The Auto-Sequence

The Auto-sequence is a series of emails that are automatically sent to customers based on behaviours or conditions that you’ve preset. For instance, some brands create an auto-sequence that is related to the subscribers birthday, anniversary or time on an email list. These are pre-written and fully automated, so that you, as the business owner, have limited involvement once set up.

This is what makes it the easiest formula for setting out your email. All you have to do is to create a series of emails that are ready to go. When certain conditions are met, the emails are sent out. You can just look at the results in your dashboard or when sales have been made through your store.

However, even with an auto-sequence, you need to generate a design that looks great to audiences whether the audience is using a desktop or mobile device. So you also need a good design.

Designing Your Email

The simplest email design is often the easiest. So, here is our quick list of suggestions of what to include in your email marketing design.


The first thing you need to include is a headline. This should be attention grabbing and can be similar to your subject line. However, it is often best to have a slight adjustment, for instance going into a little more detail or being more personalised. However, personalisation in the email subject line is what gets your emails opened.

An Image

Next you need an image. Images help to covey messages quicker to audiences. The same message can be displayed in one image as can be in a thousand words. They also increase interest, engagement and conversions within an email.

Images can be added so they include text within them, and an image in an email should not be too large. Most inboxes don’t support images that are more than 600 pixels wide, so it is best to keep them under this and below 400 pixels wide.


The next stage should be detailing your message. This should be a short message of less than 200 words. This prevents audiences from becoming bored and allows for easy read on a mobile device. It is better to keep to one strong message and connect to a landing page that has more details on it rather than bore people on your emails.

Your text should contain limited spam words as this can be off-putting and lower response rates to your email.

Video (Optional)

Here you can place a video that is hosted from YouTube or another video sharing website. This is optional and doesn’t need to be done, but videos can help with email conversions.

Call To Action

Finally, you want to place a call to action. This should direct the customer to make a purchase or take another positive action. Call to actions need to stand out on a page and should include as little text as possible. Remember to always give ownership to the reader and add urgency to all email call to actions.


With the tips above, you have a simple, effective and easy formula for running your email marketing campaigns. They will help to generate revenue from your campaigns with you not having to do too much work.

How do you design your campaigns? How do you design your emails?

Let us know in the comments below.

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