If you plan on sending emailed invitations to you prospect event attendees be prepared for some of your emails to get lost in cyberspace. Regrettably there is no quick fix to this issue. There are however tips to help you get the best results possible.
WHAT IS SPAM?
Simply stated, spam is unsolicited email sent in bulk to a list of people. Legitimate email marketers only send permission-based emails to people who requested receiving them.
SPAMMING IS ILLEGAL
Although the rules differ around the world, in the United States, the CAN-SPAM Act of 2003 makes it illegal to spam, and carries significant penalties for individuals and business who violate this law. You will be fined as much as $11,000 for each offense – meaning for EACH email address on your list!
Spam filters review an extensive list of criteria when evaluating the spam level of your event invite email. Emails are assigned a spam score to determine if your invite will pass muster. In general, topics related to money, mortgage pitches; money back guarantee and phrases like “CLICK HERE” and “FREE” are red flags. The list is ever evolving and not published.
TOP TIPS TO INSURE SUCCESS
1. Avoid known issue phrases.
Avoid using phrases such as “Buy now”, “Click here”, “Once in a lifetime” and “Urgent”, especially in the subject line. The reality of emailed event invites is that you want people to sign up for your event, purchase tickets or registrations. You will need to find a balance across all rules and tips to insure your messages are delivered. Most services such as Mailchimp offer a tool to test the deliverability of your email.
2. Grammar and punctuation matters.
Do not scream in your emails. Avoid using ALL CAPS, and the excessive use of exclamation points will red flag your emails as well.
3. Deliver meaningful content.
Spam filters do screen content and it is key to insure that your event invite’s message includes relevant information and avoids words that are often found in spam messages. Spam filters look at the overall content of the message. A more detailed article on Content based filtering by Laura Atkins can be found here. Do not use the word “test” in your subject line, especially when sending an email to multiple recipients.
4. Avoid sloppy HTML.
When developing the content of our event invites we tend to start the process in a Microsoft Word doc, and when ready copy the content to our email system. Too often this results in sloppy HTML coding that will cause spam filters to flag the event invitation. Creating an HTML email with one image is not helpful either. Spam filters cannot read images.
5. Use the right list.
Bottom line! Send your event emails only to a list that required an opt-in. At the same time, insure that if you use an opt-in list, you engage with your list periodically from the domain name you are sending your email invite from. Spam filters will flag messages with low subscriber engagement, with a result that the domain name or IP address from which the emails are sent will be blocked. Keep your lists fresh. Opt-in permission generally goes stale about every 6 months. If you haven’t used your list for a while, you will need to reconfirm your list.
Sources for this article:
How to avoid spam filters by Mailchimp
Content based filtering by Laura Atkins