How to avoid spam in your email marketing campaign

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Article updated 3 years ago by NewsMDirector
How to avoid spam in your email marketing campaign

One of the biggest concerns for companies is that after sending their newsletters, both the user and the email filtering system mark them as spam. This is the worst thing that could happen if they want to connect with the user and build loyalty .

Spam refers to unauthorized, unwanted or unknown messages sent en masse to a bulgaria whatsapp phone numbers large number of people, and are usually advertising. And the problem is that sometimes we are not aware of whether we are spamming or not.

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To avoid sanctions, it is advisable to know our obligations and rules before carrying out an email marketing campaign.
In Spain, specifically, the body that ensures the protection of users' personal data is the Spanish Data Protection Agency (AEPD) and the laws it protects are the LOPD (Organic Law on Personal Data Protection) and the LSSICE (Law on Information Society Services and Electronic Commerce of Spain).

Therefore, it is necessary to include in our mailings a legal notice expressing the requirements of the LOPD and the LSSICE, in reference to the personal data that is managed in our databases.

In addition, they must also be informed of their rights and, therefore, of the possibility of unsubscribing whenever they wish. This means that the notification must include an unsubscribe email address, a link to an unsubscribe form or another similar system.

If you as a company want to avoid by all means that users themselves mark you as spam in email, I recommend that you follow the following advice:

TABLE OF CONTENTS
1. Personalize the email
2. Be concise
3. Don't use too many images
4. Don't include too many links
5. Don't be aggressive with the sale
6. Avoid certain words and signs
7. Be careful with the colors
Legal regulations
1. Personalize the email
Calling the recipient by name can be a good way to get off to a good start. Even though it is a mass email , the person receiving the email will feel more connected to the brand if you call them by name than with a simple “Hello!”

Furthermore, we already know that the more personalized an email is, the better. This means that we know the person to whom we are sending the email well, we know their needs, what their last purchase was in our online store, what interests they have, etc. All of this must be reflected in our database and modified as many times as necessary. The more customer data we have, the better.

2. Be concise
The content of the message should be direct, clear and concise. When someone opens an email and finds 4 or 5 paragraphs of text, they probably won't read it and will be completely bored by the idea of ​​reading all that. Ideally, we should explain our purpose with that email in a maximum of 8 lines (less is better).

3. Don't use too many images
Avoid having only images in your emails because in this case Gmail will interpret that as a promotion of something that interests you.

It's true that text-only emails can be boring and less attention-grabbing, but overusing images can cause Gmail to automatically send you to the Promotions inbox.

4. Don't include too many links
If our goal is to drive traffic to our website, get followers on our social networks or generate a sale, the logical thing to do is to add a link to achieve that goal.

The problem is that we often have more than one objective and overwhelm the user with more than one link, which makes the user feel lost and does not complete the action we want.

On the other hand, if Gmail detects too many links, it will have another reason to mark us as Promotion.

5. Don't be aggressive with the sale
Even though our goal is to sell, we cannot lose control and act aggressively towards users, forcing them to make a purchase, for example.

Don't use inappropriate language, otherwise Gmail and the user will mark us as spam.

6. Avoid certain words and signs
Avoid words like free, offers or discounts. These are commercial terms used by spammers. And don't overuse exclamation and question marks, or capital letters.

7. Be careful with the colors
Bold color contrasts are a cause for suspicion for Gmail's filtering systems.

Legal regulations
These are the legal steps we must follow to carry out email marketing campaigns:

Companies that process personal data must declare to the AEPD the existence of their files
The list we create in a database must include those contacts who have given us permission to do so or with whom we have had a prior business relationship.
When we send a commercial newsletter, we must state in the subject that it is advertising. If it is an informative newsletter, it will not be necessary
The content of the newsletter must be related to the content of the website. Otherwise, it will be considered spam and may be penalized.
The email of the person sending the message must be valid and there must be a person behind that email in case they need to resolve a question or manage any incident. It is prohibited to use accounts such as norplay@ or nocontestar@
The recipient must be informed of where we have obtained their contact information. It is also mandatory to inform them how their data will be processed, i.e. where it will be stored and what will be done with it.
You must express to the recipients that they have the right to access, rectify or cancel their personal data and that they can do so through a contact email.


personal profile photoEdith Gómez is an editor at Gananci , passionate about digital marketing, specializing in online communication. She refuses to go to bed every night without having learned something new. She is interested in business ideas and, even more so, in bringing a creative perspective to the small world in which we live.