February 23, 2024

How Do Marketers Address the Concerns Related to Email Marketing Spam?

Email marketing remains one of the most powerful tools for building customer relationships. Unfortunately, spam is also a big problem. Nearly 250 billion emails are sent each day, and 45% of those are spam. Spam is unsolicited messages, often promotional in nature, that are sent in mass quantities to recipients who did not request them. The message content can be anything from lottery scams and phishing schemes to computer viruses, adult content or even malware.

Fortunately, legitimate marketers can take steps to reduce the chances of their emails landing in the spam folder. First and foremost, they must obtain explicit permission from their audience prior to adding them to an email list. This can be accomplished through direct opt-in checkboxes on websites, offline events and form submissions. In addition, they must regularly clean their lists by removing addresses that bounce back, do not interact with their emails or have been inactive for long periods of time.

The content of an email and the way it is formatted plays a significant role in whether or not it ends up in the spam folder. It is essential to avoid spam-trigger words in subject lines and in the body of an email, such as 'free,' 'buy now' or excessive use of caps, exclamation points or special symbols. Emails that are more relevant to the recipient increase engagement and decrease the chance of them being marked as spam. This is why it is important to segment and personalize content for each individual in an email list.

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