How to Avoid the Spam Folder

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Email Marketing has its dangers. Follow the tips in this document to stay off blacklists, and up your open rate.

1 Choose the right audience. Only send emails to contacts who have given you permission to do so. Not confident your list of subscribers is safe to use? For more guidance, take a look at a few of the common mistakes below.

 
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2 Give your recipients an opportunity to opt out. Per section 15.4 of the Cvent Terms of Use, you have agreed that the messages you send using our services will contain clear and conspicuous notice that the recipient can opt out of receiving more commercial emails from you. Failure to comply will put your Cvent account at risk of being shut down.

Additionally, Canada's Anti-Spam Law (CASL) prohibits companies from sending electronic messages to an electronic address without the recipient's consent.

Lastly, the CAN-SPAM Act is a law that states that you must "tell recipients how to opt out of receiving future emails from you. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting emails from you in the future."

Worried that abiding by our terms of use may cause your list of subscribers to decrease? Use both the opt-out and unsubscribe data tags in your emails, and include clear wording to explain each option.
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NOTE: Consider including an opt-out link in both the header and footer of your emails. This keeps people from clicking the "Report Spam" button when they don't have the time or energy to scroll down.

3 Keep that address book fresh. For a healthier address book, using a confirmed opt-in method is strongly recommended. Why? Confirmed opt-in, also known as double opt-in, gives you verifiable proof that the contact wanted to receive your emails, and generally leads to fewer spam complaints and higher engagement levels.

To confirm an opt-in, click on Contacts to open your address book. Check the box next to the appropriate names, then hover over Actions and click Send Opt-In Email.


As your address book grows, you'll want to frequently check the following reports:
  • Contact Ad Hoc
  • Contacts with Undeliverable Emails

4 Use effective content. Sometimes it isn't who you're emailing, but what you're emailing, that can get you in trouble. Nowadays most email programs hide images by default, which is all the more reason to ensure key messages appear in the text, and to never send emails consisting of nothing more than a single large graphic. Maintain a good, balanced text-to-image ratio. Avoid invisible content, too. That is a one way ticket to the Junk folder.

When it comes to language, resist the temptation to go crazy with formatting. That means taking it easy on punctuation!!!!!!!! DON'T OVERDO THE CAPS LOCK. Stay away from using numb3rs 1n place 0f l3tt3rs. And don't build tables within cells within tables. Be aware of the words that set spam filters off as well. A few of the biggest triggers include:

 
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Finally, the best subject lines inform recipients what the email will be about at a glance. Subjects that read like yet another advertisement aren't going to stand out in a cluttered inbox. Use a From Name that recipients will recognize, such as the name of your company or the CEO.
 

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