Email Newsletter Subscriptions

Email Newsletter Subscriptions

Email Newsletter Subscriptions

Every book on direct email marketing and every such website as well, including this one, will give you a list of don'ts when it comes to getting past spam filters. There are words and phrases that must be avoided, limitations on the form your text should take, what you should not do with images and other such prohibitions. Lists, such as 20 Things to Avoid, abound.

The problem is that such articles normally give excellent advice. No one, including me, is going to tell you to tune in to your wild side and let rip the creative muse. Spam filters are simple in principle and complex in execution so they need to be managed. So what can you do?

An answer is to put your address on other email lists. Subscribe to your competitors and those who are making a success of email marketing. Fill your inbox with offers, opportunities and holidays in the sun specially tailored for you'. And then study them.

Do not think original is necessarily bad but there is a lot of truth in the saying that the best idea is to copy someone else's best idea. And you will have in your inbox examples of emails which have been successful in the battle against spam filters.

Ignore for the moment the fact that your email must stand out. That can be addressed later. What you need to plan for is the basic format for your email in order for it to be presented in an inbox.

You might think that some of the emails do not suit your style of product or marketing method. Discard these and pull up another. There are enough flying through the ether. If you are struck by a particular aspect of some but cannot find a way of including it in your design, then abandon those that use it as well.

One successful email is not enough. With a little bit of over-subscribing so to speak you should have half a dozen or so examples of successful emails the style of which you feel will suit your marketing strategy. See if they have something in common: a style, a design or some other feature that seems to link them. Work out what it is.

Go right back to the start. Study the origin and the subject and then move on to the body. See the way the originator used bold and italic face, upper and lower case and different font sizes. You know by now that you are unlikely to see whole sentences in caps with a string of exclamation marks before and after, so ask yourself what method they use to draw attention to their offer.

How are the pictures presented? See their general size, their relationship with the copy, the percentage of the email taken up by them. You will by now be seeing what makes for successful email marketing when it comes to avoiding those pesky spam filters.

You obviously do not want to make a slavish reproduction of your competitors' designs. But then nor do you want to go to all the expense of finding out what doesn't work when you have successful examples to hand.

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