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Why 70% Of Newsletters Are Spams

Lovely Spam! Wonderful Spam!

The Monty Python Show has had a significant influence on modern comedy. What you might not know, though, if you’re not an enthusiastic fan is that their Spam sketch from December 1970 in which the word Spam is uttered 132 times has given its name to electronic communication spam that troubles many marketing teams. Indeed, just like in the sketch, spam can be everywhere. For marketers, there is nothing more frustrating than preparing a newsletter campaign to discover that your creative efforts land in your audience’s spam box. However, according to recent surveys, newsletters are suffering from spam revival, with 7 out of 10 recipients finding or putting marketing communications in their spam box.

Can marketing teams reverse the spam threat phenomenon? Ultimately, the first challenge is to understand why your newsletter is marked as spam, either by the recipient or by their mailbox.

#1. Because they deliver the same old message

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Don’t deny it: How often do you come across these or similarly phrased newsletter topics? The answer is too often. Indeed, many brands struggle to produce creative and exciting content. Someone who receives newsletter from their favorite fashion brands, for instance, can rapidly notice that not only the clothes are alùost the same, but the offers seem to be an endless repetition of the same discounts. The same argument is valid for any other industry sector, whether B2B or B2C. If you can’t tap into your creative pool to offer something different, your readers will likely get bored from the lack of renewal. Don’t rush in the creation of the next newsletter. Instead, take the time to meditate and refresh your mind. A few minutes of meditation can help you to stay away from the marketing beaten tracks.

#2. Because they are not SMART

SMART goals stand for Strategic, Measurable, Attainable, Relevant, and Timely goals. There is no denying that your newsletter should be timely – aka sent strategically ahead of a meaningful event. Nowadays, emailing tools provide precise measured data regarding your opening rates, click-through-rate, and overall engagement. Additionally, average business data can offer an achievable goal, for instance, such as matching your open rate to the industry standard. However, relevancy is a different kettle of fish. Indeed, failure to use data integration with your cloud communications platform means that your newsletter fails to target the needs of each customer. For example, a conference invitation could be improved with a user-focused workflow that integrates information about the local weather, accommodations, and even transport options.

#3. Because they are not tested

The main reason why people don’t read your newsletter is that they don’t know they’ve received it. Indeed, most mailboxes provide an automated spam filter that can direct your marketing communication to the junk email folder. There is no secret here; you need to test the deliverability of your campaigns before sending them. The DMARC – Domain-based Message Authentication, Reporting, and Conformance – policy requires from marketing senders to use an authenticated domain name instead of a personal email address. Additionally, newsletters that contain too many images or links tend to be either marked as spam by some mailboxes. Most emailing platforms allow you to run a preliminary test to ensure your template is non-spammy.

#4. Because people don’t know how to unsubscribe

You’ve probably received in the past newsletters that didn’t provide a clear opt-out option. The unsubscription process is mandatory; however, many senders continue to make it difficult for their recipients to opt-out. Unfortunately, if the opt-out button or link is tricky to find in the email, many recipients choose to mark the newsletter as spam. Ideally, you should provide a link in the footer area, keeping the process to a minimum – one click suffices to unsubscribe. Some companies require users to log in with their passwords to confirm the unsubscribe request. The controversial process is likely to force your newsletter into their junk folder.

#5. Because your content strategy is questionable

You might have a fantastic offer, but ask yourself: how much punctuation is it ok to use to promote your products? The answer is, as little as possible. Exclamation marks in the email subject or even * signs tend to appear suspicious for modern mailboxes. Additionally, if you wish to emphasize a particular piece of information in the email, you should avoid excessive capitalization or bold font, as it’s likely to activate the spam filter. Lastly, when newsletters become too frequent – several per week –, most mailboxes will direct the content to the junk folder.

Even though the marketing sector has been sending online newsletters for two decades, there is still a lot to learn to make it perfect. In the words of Monty Python, the industry is full of spam. Indeed, in a world where both mailboxes and users are becoming savvier, there is no room for thoughtless content strategy anymore.

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