Email marketing is making a comeback. In fact, it probably never went away. But many law firms and other businesses have been reluctant to attempt a new email campaign out of fear of the almighty spam filter. Email providers have sharpened their tacks and are much more keen to spamming techniques than they ever have been before. But does this mean that your emails are doomed to the deep, dark depths of the spam folder forever? Not at all!
So dust yourself off and get back on the email marketing path; your law firm could be reaching new clients, earning more business, and building its reputation faster than most other online marketing techniques. With a smartphone in just about everybody’s pocket, you can rest assured that email newsletters are reaching your target audience faster and offering the information they need, when they need it.
But how to get around those spam filters, you ask? By taking the time to create content that is good for the reader and good for the ISPs, of course. The following tips will teach you how to keep an eye out for mistakes that spam filters like to red flag. With the help of these tips and by sending your emails through a marketing service, you can be reaching new heights with your emailing efforts.
Write Like A Professional, Not A Spammer
Before spam filters were as advanced as they are now, they had a list of several things to watch out for. They didn’t know much, but they knew that spam emails were often full of hurried sales pitches for low-quality products. Therefore, they like to mark anything that uses the words “Free,” “Promotion,” “Offer,” and “Guarantee” too freely. If you’re having a promotion at your law firm, you should still advertise it. But beware of discussing it too much.
Spam filters have also become keen on anything that sounds too grammatically incorrect. This means that phrases in all capital letters (CLICK HERE NOW!), excessive punctuation (!?!?!?!?), and even typos can trigger a spam filter.
If your emails allude to anything sexual or medical, you can also expect spam filters to rule you out. Your practice might deal with these subject matters, but as long as you don’t pair too many of the above red flags together and as long as you employ an email marketing service, you should still get through to the inbox.
Go Heavy On The Content, Light On The Images
When you’ve gained an email subscriber, they’ve signed up because they were interested in the information you have to offer. And how does information get delivered? Through quality text: written, proofread, and full of juicy tidbits. Anything more or less can potentially set off a spam filter. This means the use of too many images (or only images) can red flag you quickly. Most email newsletters are full of content that talks about your company’s latest happenings, blog posts, new hires, and so on. If a spam filter thinks you’re not talking enough, they might not realize that your email is coming from a trusted source.
You should also refrain from using images that use Flash, partly because they are difficult to load and partly because spam filters don’t like letting large files through. Furthermore, if you try to attach images to the email newsletter, you might as well call it quits. Most spam filters will assume that any attachment from an unknown source is a virus. When you sign up with an email marketing service, they often have tools for arranging images that won’t come through as attachments and will balance out the text.
Be A Do-Gooder
Even if you’ve dotted your I’s and crossed your T’s, written relevant content, and avoided most of the usual spam red flags, you might still find a way to trigger a spam filter. That’s why this final tip is be a do-gooder. With honest intentions, useful content, and interested recipients, your email newsletters will usually get delivered to the right inboxes.
However, if you grab random email addresses from the Internet, you can amass spam complaints and legal issues. If you don’t include an unsubscribe link, either spam filters will mark your emails or the readers will. Finally, don’t buy email lists. Even though people have agreed to be on these lists, they usually did so without reading the fine print. More often than not, they don’t really want your emails and they’re more willing to send you straight to the spam folder.
Email the right people with the right information and you can’t lose. Even if an email or two gets marked as spam here and there, the majority of your recipients will still see your email newsletters.
Don’t let your law firm fall behind in the quickly evolving world of marketing. With a smartphone in nearly every pocket, email newsletters are once again a competitive strategy for business development. With an email marketing service at your disposal, an eye for spam-like words and content, and honest methods of obtaining email subscribers, you can reach your target audience faster than most marketing methods allow. Start drafting up your email newsletters, your clients and their inbox are waiting!