How to Avoid Being a Spammer and Use Email Marketing

Email Marketing

To Begin

Email marketing is possibly one of the most effective marketing tools for any business, and being flagged as an email marketing spammer can be a huge pain. It's getting more and more difficult to get into inboxes these days, as the battle between spammers and Internet service providers rages on. Nearly one in four commercial email marketing campaigns doesn't make it to the inbox and is either shunned to spam folders or blocked altogether. Small companies often run into a lot of adversity with email marketing because spam filters are becoming stricter, even if they have opt-in email marketing lists of supposedly consenting recipients. Many who are new to email marketing start off without guidance and on a bad note. They usually send millions of email marketing campaigns to non-opt-in email addresses and hope that someone will click through and buy their product, but they are hit with angry complaints and find their email marketing blocked as spam. Many companies also send too few messages to have their way paved by Internet Service Providers (ISPs) as known commercial email marketing senders. You can however significantly improve your chances of reaching customers and prospects by taking the right steps. Here are a few things to keep in mind while email marketing: Keep your reputation polished. Spam filters used to look closely at email marketing content and punish spam-like messages (i.e. Chance of a lifetime! Viagra! FREE!!). But experts say the sender’s reputation is far more important nowadays. In the same way a negative credit score can freeze you out of loaning money, a negative sender score for your domain name or IP addresses can keep your email marketing out of your recipient’s inboxes. ISPs, including Gmail, Yahoo Mail and Hotmail, make use of a number of tools to determine a sender’s IP address reputation. Key among them is the number of complaints logged by recipients, which are made by clicking the “report spam” button. Just two or more of a thousand email marketing recipients complain, your messages will be blocked from the inbox altogether. Messages that fail to “engage” recipients can also hurt your reputation and your business. Once you start being sent to the spam folder, it can be very difficult to get out. Basically people have to report that your email marketing is not spam. Your first task is to find out just how trusted or distrusted you are. Return Path offers a free online service,, where you can enter your IP address, receive a score and determine the underlying causes of a bad one so you know what to fix and what to change.