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10 Tips To Prevent Your Email From Being Marked As Spam
Your email campaigns are important to the success of your marketing efforts, but even the most well-intentioned message can hit a nerve with a recipient. In order to avoid having your subscribers click the “Spam” button, take the following precautions with your campaigns.
  1. Manage new subscriber expectations with post-enrollment communications
    When a new subscriber consents with permission to market to them, it is best practice to manage their expectations by sending a confirmation email which includes the following:

    • Enrolling Site (website name and/or url) they opted in from
    • Name of the subscribed communication
    • Frequency of communication delivery
    • Benefits of communication
    • Learn more link (if there is a related communication or information of value to your subscriber)
    • Opt-out option (in case the choice was made in error)
    • Contact information for reporting a problem

  2. Increase relevancy though segmentation

    • Segment your list to personalize and target offers and specific content to your audience. Create multiple versions of your email or use dynamic content to increase relevancy.

  3. Make the unsubscribe option easy to find and keep the opt-out process simple

    • Always have an unsubscribe link in the footer, and consider adding it to the header or some other more noticeable place. Also make the unsubscribe option simple (at most one click to the unsubscribe page and then a confirmation click). Do not force the recipient to re-enter their email address, send an email with instructions or have to search to find the unsubscribe link on the unsubscribe page.
    • Remember that you don’t want to keep sending to anyone who doesn’t want your messages. If you do you’re just wasting your money, their time, deflating your metrics and further creating a negative brand experience.

  4. Use a familiar “From Name”

    • It should either come from a familiar corporate name or a peronal name that is associated with the brand (CEO, Mascot, Ad Persona, etc.). If you are in doubt, go with the more well-known of the two.

  5. Use a real “From Email” address

    • Using a or a blatantly non-personal email (i.e.- just tells the recipient that there’s no personal touch with the email- its a bulk message and you are part of the bulk.

  6. Periodically survey your recipients for content and frequency preferences

    • Not sure what your audience wants to hear or how often they want to hear from you? Ask them. And then work towards honoring their preferences. Or better yet set up a Preferences Center so they can manage everything themselves.

  7. Trigger your emails based on the events of your subscribers

    • Triggered messages based on user action can help increase relevancy. Certain types of automated messages, like a confirmation email or a Welcome message, typically recieve high engagement rates and get the relationship off on the right foot.

  8. Be consistent with email frequency and content type

    • If users become accustomed to hearing from you at the same time of day or day of the week/month, then your messages are less likely to be perceived as spam.

  9. Keep email subject and content interesting and engaging

    • Your subject line may be the single biggest reason why people choose to read your email. Make it interesting and you’ll likely get positive results.

  10. Deliver what you promise in your email subject line

    • Using a misleading subject line can make recipients to “get back at you” by clicking the spam button. Be honest with your subject line and deliver the offer or content that you promote.
    • While many of these tactics are already being practiced by ethical marketers, remembering not to push the boundaries too far can help keep your message safe from the “Report SPAM” button so many recipients like to click.
    • What other tactics do you use to keep your campaigns from being labelled as SPAM?
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