Spam is prevalent across the world with more than half of all mail being counted as spam.Spam filters are an email marketer’s worst nightmare. Bounces are fairly easy to deal with by removing the bad subscriber from your list. However, you are often left unaware that your important communications are being placed inside spam folders because of a mailbox’s filters.
There are many reasons why this is bad for your business. Here are numerous reasons why you need to avoid Spam filters.
1. It Lowers Your Open Rate
The first, and most obvious, impact of your emails landing in your list’s spam folder is that it will lower your email’s open rate. Too few people check their spam folders. This does have significant consequences for customers, as too many important emails are often mistakenly sent to the spam folder. However, it also lowers your open rate, and that can make it harder for you to communicate important messages.
A lower open rate also damages the reputation of your list and can make it hard to justify your email marketing campaigns. Finally, your email marketing ROI will be much lower if people aren’t reading your emails.
2. It Damages Your Reputation
Your mail being sent to spam folders does mean that your mail’s servers get a bad reputation. Whether this is from the incoming server or the fact that seeing your mail in the spam filter automatically damages your reputation with subscribers is not important, your mail being in the spam folder is damaging to your reputation.
A damaged reputation is a sure way for your subscribers to not buy from you in the future. And some filters share information, so your mail continuously being picked up by spam filters means that your mail is being sent to one folder, and can sometimes mean others in the future will send your mail to spam filters. This is especially true if people use the same servers such as gmail, hotmail, etc..
3. Costs Increase, Revenues Fall
In order for you to avoid spam filters, once you’ve been caught in their trap, you have to spend lots of money to solve the problem. For instance, you might need to invest in new mail servers or new templates for your emails. You might also need to contact consultants who can help you improve your reputation.
At the same time, as less people are reading your emails, fewer people will be visiting your website and your revenue will drop. That means that email marketing, that usually has the best ROI in the digital marketing industry, isn’t offering the returns that you should expect.
4. Your List Will Get Smaller
If you follow best practices, at some point you’ll clean your list. This should be done every two to three months. If someone doesn’t open an email for three months, because your mail has been placed in their spam folder, you will most likely remove them.
For some people, this won’t be a great loss. They no longer want to subscribe to your mail and want to move on. However, some people are probably great leads for your business and losing a section of your list because your mail is sent to the spam folder is a huge loss. In addition, as you lose people on your mailing list, the potential revenue from your email marketing gets lower.
Finally, losing people on a list means you have to find new subscribers. However, their lifespan on your list could be cut short because your mail is caught by their spam filters. It’s an endless cycle that needs to be broken for you to realise the potential revenues from email marketing.
Being caught in an email spam filter is not good news. It is expensive to resolve and can cause significant long term damage to your business’ reputation. So, the best thing to do is to stop your emails from being caught in the spam trap and follow the best practices.
What tips do you have for avoiding the spam filter? Have you resolved this issue?
Let us know in the comments below.