If you are a business owner, you’ve probably heard it many times: the money is in the list.
But what about that spam folder that sucks not only the usual scam emails but also useful content like the one you send?
Months ago I decided to check my spam folder out of curiosity.
Just to see what kind of emails get there, and what I found really surprised me.
Besides the common scams, there were actually interesting newsletters from other online business owners I had signed up for but never got.
At least until that moment!
Think, you put so much effort in crafting an engaging newsletter, and then puff..when you send it, it ends up in the spam folder.
How frustrating is this?!?!?
The goal of having an email list is to create an intimate community, where you share your expertise, help your followers, have an impact and create a legacy, and ultimately, sell.
Now, this experience got me thinking and I started researching why our emails may end up in the spam folder and what to do about it.
What does this mean? So, the more active your subscribers are (meaning that they open and click your emails), the higher the chances to end avoid ending up in the junk folder.
But the more unsubscribes, bounces, and unopened email you get from your subscribers, the higher the chance that your useful and valuable content goes totally unseen.
Now, who are your inactive subscribers? They are those who never open your emails, those whose email address bounces (meaning that the inbox is full or inactive, or the email address is wrong), or the unconfirmed, so all those who never clicked the confirmation link in case you have a double opt-in.
Especially when you’re sending sales emails, you may use too many words that fall under the category of “spam“. Your inbox filters out all those emails that have a list of specific words, for example:
Now, I’m not saying if you use one of these words in your emails, they will go directly to the junk folder, but be mindful when you’re writing your emails: you want to share useful content first and foremost, to create trust and set you up as the expert.
The best performing emails are those that have one image and maybe your logo.
All the rest is plain text.
But if you want to add images to your newsletters, make sure you compress them (max 30k, you can use this free tool) and even more importantly, do not send image only newsletters!
I know that colourful newsletters look nice and different, and you definitely want to be unique and be recognized, but if you want your content to be read, try sticking to a text only email.
You can still customize the colour of the font to align it with your brand and add your logo, but please, keep it simple!
EXTRA: I know this sounds silly to mention, but I see this happening often, so I want to mention it..
If you want to make sure your newsletters reach your people’s inbox, don’t use a free email address!
Make sure you sign up to ActiveCampaign or any other platform with your domain email (firstname.lastname@example.org).
If you send newsletters from your Gmail or Hotmail account, it’s a sure way to get straight to the junk.
Want to know more about this topic? Tune in episode 8 of The Online Business Tech Hub!