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January 2002 Issue - EmailLabs Newsletter
You do not contribute to spam. Most of us believe that (in this particular industry anyway). I myself believe I fall into the non-spamming category. This newsletter goes out only to those who subscribed to it. However, depending on how you create and format your emails, how you word your subject line, you still run the risk of your email not being delivered…and being marked as spam.
Have you heard of SPAM Filters? In response to my article last month about subject line, one reader asked me about SPAM filters. This prompted me to take a look at spam and wonder how often my newsletters are actually considered spam by a filter. Does my wording and formatting really have that much to do with whether or not my email gets bounced? I was surprised at the answer, and I think you will be, too.
What about Spam Filters?
My reader's question was this: "I've heard that personal names in the Subject will get them a score that could help get them filtered out and never reaching the intended recipient. Care to comment in your next newsletter?" As a matter of fact, Mike, yes I would like to comment. And the answer could be yes. But according to Spam Assassin's rules, the likelihood to raise your spam score is if "Dear 'Somebody'" is included in the body of your email, not necessarily your header. If your header includes the person's email address, your spam score will go up.
Wait a minute, my spam what? Spam score? Now I have to grab a score card every time I send out a mailing? Now before you get yourself worked up, that's not the easiest solution (although getting an objective outlook on your mailing is a good idea). The rules used in assigning spam scores change and update frequently. As companies race to outwit the evil spammers, spammers gather their wits even closer and find ways around it. So given the endless merry-go-round we find ourselves in, grabbing your scorecard and checking the latest rules is probably likely to make your hair turn gray before its time. But with just a simple few changes, you can do your best to keep your email, from subject line to background color, off of the spam radar.
Out, damn Spam, out!
Since the subject line theme seems to resonate with you, let's stick with that and take a few examples of a subject line and how Spam Assassin (as of 1/20/03 anyway) would register it on the Spam scale. A score (by default) of 5.0 is enough to mark your email as "spam." This number varies depending on each company and how it is set up. You can add up numbers if your email is especially spammy, or detract numbers if your email shows signs of opt-in formats. So on to our examples.
Sample #1:
From: jeannie@emaillabs.com
To:
Subject: F R E E !!! A GUARANTEED way to reduce your spam complaints. Click here to find out.
Wow, I'm just stacking up the points here in sample #1! Check out these totals and see just how ineffective your subject line can make your email. In Sample #1:
- To: field includes "undisclosed recipients: 3.461 to 4.034
- "FREE" in all caps: .428
- contains gappy text (F R E E): 1.274
- Contains "GUARANTEED": .622
- Subject starts with Free: .302
- Subject has an exclamation point (or three): .102
Total count? 6.189
Subject: FREE !!! A GUARANTEED way to reduce your spam complaints. Click here to find out.
It looks like spam. And they always said if it walks like a duck, talks like a duck… Well, you get my drift. My newsletter may be completely legitimate, but even if that email gets past the spam filters, it probably wouldn't get past your personal one. Given the 1.2 seconds each email is generally afforded before hitting the delete button, it doesn't really look like it offers anything of value. If I received that, I'd probably delete my own email. Now, let's look at Sample #2.
Sample #2:
From: EmailLabs
To: Jane Smith
Subject: EmailLabs eMarketing News for January: How to avoid the spam filters
Well, this is good! We get to detract points from our score (and remember, high score = bad, low score = good.) I'm already ahead of the game, not to mention I might actually make it past the personalized filters (i.e. your eyes) because it just looks like a more legitimate email than my first option.
- Contains newsletter header (news): -.616
- Contains a month name: -.484
- Contains a frequency: -.725
Total count? -1.825
That's a negative number, before even going through the email itself. Now the rules themselves would be hard to follow and get right every time so I don't suggest using it as a marketing bible, but being aware of what "walks and talks" like spam can help when you are looking to create your next mailing.
K.I.S.S. Me
No, I don't mean that literally...I mean, the old marketing adage that we all know. Keep It Simple Stupid. Keep your emails as simple as possible. Just think of the latest fashions on the red carpet...LESS is definitely more. Keep the lace and frills (well, really, big font sizes and obnoxious colors) out of your email. Did you know that any color background besides white will hike up your spam score? Me neither, at least not until I checked out the rules that Spam Assassin filters by. (Want to check those out? Click here.)
Remember Your Relationship.
Unless your name is Aunt Jennifer and you're sending me a recipe, I don't really want to see "Hey, it's just me here!" in the subject line. Keep your wording professional. Part of the game to outwit the spammers is to make sure that your legitimate emails stand out as what they are...honest-to-goodness email that is trying to build a customer relationship. If you are sending out newsletters of any regular frequency, try adding the word "newsletter" in your subject line. Not only will it keep your spam score lower, your customers will begin to recognize it and look forward to it every month.
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