Do I produce spam, don’t I?

Do I produce spam, don’t I?

Spam is mass mailing ads or other messages to people when they do not agree to receive them.

Many of us have got this morning unwanted mails in the inbox also known as spam. My messages today have been impersonal SEO offerings from India and the new credit card benefits. Over time the number of such e-mails is growing, and it is sometimes a real nuisance to manage this mail. According to independent statistics, spam emails take up most of the traffic.*

It gets annoying when spam prevents us from dealing with personal correspondence. Then the well-intentioned advertising email turns into the opposite and the spam fight becomes more important for the Internet user.

What should be done to avoid spam suspicion?

Since you read this text, I assume that you want to send thought-out emails to the “right” people who are interested in your content. However, when sending these mails, you will strike spam filters and the fast and inexplicable e-mail deletion by your intended target group. In order not to be suspected of spamming, we would like to recommend you the following tips:

1) Always write in person

We receive hundreds of faceless e-mails such as “Dear customer, …”. General means nothing but unsuitable for EVERYONE. If you really want to create sales promotional letters, look for solutions for each individual customer and personalize the mailout.

2) Build your database yourself

Almost every e-mail market researcher begins his way with e-mails to an external database. It is common knowledge that e-mail acquisition works like cold calls. But this is wrong. If you make cold calls, your phone will not be automatically blocked.

In case with e-mailing the situation is different. For example, you make a mailout to 1000 addresses, 200 people open these mails and 100 of their addressees click on “Spam”. The e-mail provider rightly concludes that you have sent a spam e-mail and then blocks your e-mail- and domain name. As a result, all your emails will end up in the spam folder, whether you like it or not. NB! Based on previous mail results, email providers determine your domain name rating and decide whether or not to deliver your messages in the future.

3) Be useful

Write right mails to the right people at the right time.

“We are a team of professionals who do this and that.” This is the default scheme, isn’t it? Then you can answer, “I’m happy for you, but what should I do?”

Find the customer value – e.g. unique content, great research, services, products – everything that can really help.

4) Use the right structure

Create fine and clear mails. If you have a visual product, it would be very important to create beautiful design templates. Vice versa, if you sell services that are hard to visualize, you can make emails without design. The addressee should think that you personally write to him and not just send the same letter to everyone.

5) Remove stop words

The title should not be a typical call to action. It should not be a “click / buy / download”, money or enrichment options, e.g. (“Would you like to increase sales?”). Do not rely on emotions and compassion: “We were worried about you …”, “Are you alright?” In the mail subject write what you expect exactly from the addressee and what he will receive when reading the mail.

6) Focus on the customer

Personalization refers to the recipient’s perception as a person – his name, goals, life principles and interests. Customer focus is concentrated more on the customer’s business and needs. Before you write an email, check the customer as well as the business you work with.

7) Leave on pattern

If you have found one virtue for one customer, it does not mean that it is suitable for another. An e-mail is a personal message based on the wishes and needs of each addressee. Such mails cannot be a template. First, try to divide the base into segments.

Briefly, follow the good e-mail communication rules. Just contact those who are waiting for your letter, let them unsubscribe, do not overdo them with links, images and spam phrases.


Authors: Stephan Hoffmann, Viktoriya Harlan