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Avoid being Identified as a Spammer

You need to know how to avoid being identified as a spammer, since SPAM continues to advance.According to research, in the mid-1990s content filtering was born to catch SPAM, such as messages for prescription medications, loans, etc., that was being sent to large volumes of people. This content-based filtering was a positive beginning, but spammers got creative and started collapsing words, replacing “a” with an @ symbol, for example, and using other tactics to outsmart these filters. This led to reputation monitoring systems in the late 1990s/early 2000s. Reputation monitoring was based more on engagement than ever before. If users opened and interacted with your emails in a positive way, they were presumed to be good email. The flip side of this, however, is that even legitimate brands with mail that customers signed up for could wind up in their spam folder from time to time.

Transactional email is a common part of most businesses. We all appreciate and anticipate account alerts, password resets, receipts, and shared content among social channels. Most companies are not taking advantage of this warm introduction. These email messages are a touchpoint where you have a chance to impress or convert your recipient. Yet their message is often generated outside the marketing department. This is a failed opportunity. Getting involved with these email streams, adding content, conversion opportunities, and more can inject an additional revenue source.

Email is different than all other direct marketing channels. Why? Here is an example I read online – imagine if the United States Postal Service decided whether to throw away a piece of mail before delivering it, to protect its users. This sounds very odd. However, that is what is happening in the email industry. The reason for this – there is more than 4x the volume of spam to desirable mail.

This is why you need an email solution that is segmenting your email lists into the most focused segments possible, providing specific and up-to-date content.

There has been an evolution of email clients – from text-based, to desktop, to web-based, and most recently to mobile clients. This latest progression is proving to be the most significant to date. It is predicted by 2017, that as many as 78% of United States active email users will access their messages through mobile email clients.

What does this mean? Mobile means email marketers are now with their subscribers, clients, and consumers 24-7. This also means the timing of messages, which has been a concern for email marketers, is less of an issue, as consumers are able to access their email all times of the day. That is good news. However, marketers need to understand their audience better than ever and modify messages to take this into account, so the user’s experience is not compromised.

One way to accomplish this is to simplify the email. The other option is to use a responsively designed email so that no matter what device they open the email on they will be getting the proper one.

Marketers have been integrating email and social media. Email marketers should continue to do this, because studies show this can be a successful combination. Recent analysis suggests newsletters that included social sharing buttons had an average click-through-rate 115% higher. It is baffling that the number of businesses who include social sharing buttons in their emails is still relatively low.

The point – stay on top of the latest trends, proper procedures, etc., and not only will you avoid be identified as a spammer, you will profit greatly from embracing the world of email.

Did You Know? Gary Thuerk sent the first email spam message in 1978 to 600 people. He was reprimanded and told not to do it again.

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