Email is an essential communication tool, allowing for quick, cheap and easy distribution of information to many people with the click of a mouse. But, unfortunately, it has become tainted by unsavory junk mail. There are things you can do, as the sender of an e-newsletter, to encourage the recipient to open your email and to prevent that email from being dumped in a junk-mail folders.
- Provide an easy way to subscribe or unsubscribe and an easy way to contact you. We want our clients to have a positive experience, whether they receive the information in person, by phone, online, or via email.
- Watch your subject line. Some words, such as “don’t delete,” “hot,” and “FREE” will trigger spamblockers to junk an email.
- Avoid all caps. It gives the impression that you are yelling.
- Avoid HTML email whenever possible. Email systems are less likely to junk text-only emails.
- Test the email. A spam checker, like http://www.ezinecheck.com/, will analyze your email and show you what could trigger the spam blocker on email systems. You can then make some minor adjustments and improve the delivery rate of your e-newsletter.
- If you are sending to more than 20 addresses, the message is more likely to get blocked as spam. Instead of entering the addresses individually, consider creating a listserv or create a short distribution list. Our staff in IET (785-532-6270) can help you with this.
If you need more information, please contact Linda Sleichter at 785-532-5804, or email lsleicht@ksu.edu. If you’d like to comment on this or any Marketing Minute discussion, we encourage you to visit our Marketing Minute blog at http://ksremarketingminute.blogspot.com/.
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