How to Avoid Getting into Spam or 20 Tips for Successful Cold Emailing

Artem Tunik, Anna Shamkova -

When it comes to cold emailing, there is a big danger to be considered in a wrong way. We are trying to reach out people who do not know about us so they do not have reasons to pay attention to our message. Along with really useful offers and products, there are plenty of truly junk emails with some suspicious propositions, links, and attachments. Receivers get numerous emails daily and they do not have time to sort off the bad cold emails from the really good ones. That is why the main task in cold emailing is to create an almost perfect message.

Everything starts with the subject line. That is the first thing that can grab the receiver’s attention and it has to be well-thought. If everything is done right, the receiver will open the email. Now the content is what matters. You need to follow some rules in order not to be marked as spam in the end.

However, sometimes spam marks appear due to technical and network issues. Maybe the email list you use is not validated, or the source of it is doubtful. Or maybe you have missed some basic rules considering ISP and mail service policies.

We can talk non-stop about possible and impossible reasons of getting into spam. But you are here not to read our thoughts. You need a clear guide which shows dos and don’ts in cold emailing considering spam-mark danger. You want it, you get it.

We have done some research and noticed some common aspects and recommendations. We have collected our own observations and the ones done by other representatives of the industry. Bellow, we have provided a list of 20 rules and recommendations, the appliance of which will practically eliminate any possibility to be considered as a junk mail, by both readers and bots.

1. Do not use the main domain. That is how you will protect the reputation of the company’s domain. The separate domain is easy to monitor and control. You can store and analyze the replies and fix any detected issues.

2. Stick to mail service’s limits. For instance, users of G Suite accounts can send only 500 emails per day. This number can be increased when you reach the $30 in billing.

3. Verify the list of emails. Make sure you trying to reach active emails. Otherwise, your bounce rate will grow and it can damage your reputation.

4. Set the SPF and DKIM for the domain. The first protocol proves that the particular IP is authorized to send emails. DKIM works in the opposite way. It allows other mail services define the emails are sent from the authorized domain.

5. Avoid sending the similar content and hold on to the 30-second pauses. It really looks spammy when your messages contain the same text pretty like the same. Create original messages for your cold emailing campaign. Also take a pause between emails – 30 seconds, or even 120-150.

6. Do not use the images, video and other attachments in your letters. This is one of the main features of the junk mail. Flash and JavaScript are also unwelcome. People are afraid to open such emails because of virus danger.

7. No more than one link. If you need to mention a set of companies or services, use the names of them. It will be a decent reference without any risks to your reputation and receiver’s mailbox.

8. 50 addresses limit for the unheated domain. New domains have an unstable reputation. It is better not to spoil it with daily bulks of emails. ISPs can consider it as a suspicious activity and blacklist your address.

9. Send emails only to real people. Addresses like marketing@, info@, sales@ are forbidden in cold emailing campaign. Eliminate such emails from your list.

10. Do not sell in the first email. It is better to set the contact with your prospect and define whether he/she is interested in your activity in general. After getting the reply you can follow up them and get the conversion.

11. Do not copy-paste the text from the text editors. Some of them add tags and codes, which trigger the spam detectors. Avoid unnecessary codes and tags in email templates as well.

12. Make sure you have secure IP-address. The reputation of the IP is the key to success/failure of your campaign. If it is new, do some heating before starting active outreach. Shared IPs can be convenient, but you cannot manage their reputation so it is better to use the dedicated one.

13. The dependable domain is important. The situation is the same as with IPs. If the domain was detected with some unwelcome activity of breaking of the emailing policy, you have fewer chances of success.

14. Avoid using spam-words. “Lottery”, “Opportunity”, “Click”, “Purchase”. “Download” are the words that trigger anti-spam protocols immediately. That is why they are forbidden in the cold emailing campaign.

15. Monitor the open and rejection rates. If you receive more than 10% of rejections while the open rate lies below 2%, you are added to the category of risky emails in the spam protection systems. The usage of algorithms for click tacking also levels up your “danger” status.

16. Use the professional templates for emails. The effective cold email has to be up to the situation and purpose. The subject line, the content is determined by many aspects. Pre-made templates are not the universal drafts. However, they can direct you to the right way.

17. No more than 5000 letters from one address. Again, it is all about the limits. Some inexperienced marketers think that principle “The more, the better” is applicable in cold emailing. But that is how you can be like spam bots. Also breaking the limits is against the mail service and providers’ policy.

18. No more than 168 hours of emailing activity per month. Even if your team has time to work 12 hours per day 6 days a week, 288 hours is still too much for cold emailing activity. Again, this can be considered as bot’s activity.

19. Do not CAPS in the subject line and the main text. This is one more spam feature that is detected by mail services and internet providers. Also, users may consider you being rude and your message is pushing too much.

20. Do not use the exclamation points. The same situation as is with caps lock. Too much “typographic emotions” is as bad as the robotic impersonalized message.

Quick reminder

What the main features of the good cold email? Here are basic characteristics:

– The meaningful and informative subject line;

– Personalized lines;

– Descriptions of benefits of your service;

– Credibility;

– Call to action.

Bottom line

Any internet marketing activity needs testing and analyzing the results of different approaches. However, there are universal issues you need to cover while setting up the cold email campaign. Your main task is to make your message noticeable and interesting for the potential client. But before your email reaches the target receiver, it has to pass the mail, domain and providers’ systems. So if you remember these 20 rules, you will exclude the technical issues that can create the obstacles to reaching the prospects.

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