A successful emailing campaign

How to avoid scuttling your emailing

For those who undertake an email campaign, the worst part is that their e-mails are classified as spam by the anti-spam filter. To remedy the situation, a few tips and sound advice are offered by industry professionals. They enable you to direct your email campaign to the recipients’ inboxes.

Tips for bypassing spam filters
With an email designed in HTML, recipients will have no trouble reading its content correctly. However, you should avoid tools that generate unreadable codes, such as Word. With invalid or incorrectly filled-in tags, the email will immediately land in the spam box. The simpler the presentation of the e-mail message, the greater the chances of a successful campaign. Capital letters, exclamation marks and words like ‘free’ or ‘lotto’ should be avoided, otherwise the email will be immediately caught by anti-spam software. Get straight to the heart of the matter without generic greetings.

Instead of active components such as plug-ins, javascript, etc., include a link in your e-mail where your recipient can view the page content. Too many images will cause your email campaign to fail. The same applies to attachments. It’s important to check your email campaign before sending it, because a wrong address, an invalid header or poor text coding can have unfortunate consequences. The performance and security of the SMTP server used are basic elements of any email campaign.

A few basic rules for designing an email campaign
Before launching an email campaign, you need to check a few essential points. Regular updating and checking of the contact database reduces the number of recipient errors and bounces. The content of the e-mail is also very important, since the sender doesn’t know in advance what web interface the recipients will use to read their e-mail. If you send a very graphic email to customers using webmails, for example, there’s a good chance they’ll delete the message straight away, without even waiting for it to download. The same applies to emails with too much content. To avoid this kind of trap, you need to get straight to the point.

When it comes to running the campaign, you need to know how to respect the frequency of emailing without being intrusive or infrequent. While the campaign launch will be favorable in the morning, as the email will be immediately at the top of the list, Mondays and Fridays should be avoided. Recipients will be very busy over these two days. At the end of the campaign, a post-campaign analysis will enable you to update your contact base and rectify the content of your email for the next emailing campaign.

Some important technical rules are listed in our specific article: avoiding being considered a spammer.

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