Keeping Your Newsletter Out of Spam Folders
spam is for ham...not for emails.
Creating and keeping your newsletter out of spam folders can be a....well...a tricky business!! Between trying to figure out what to say, HOW to say it to get the most attention, and, most of all, avoiding the Promotions and SPAM minefields...getting your great content in front of your audience can seem next to impossible.
I am SO excited about today’s topic!!!! Newsletters, for a TON of bloggers, are a bit of an enigma. I bet more than a few of you just rolled your eyes and said “no shit, Sherlock” at your computer screen.
SO, today, I’m going to touch on how I use mine AND how I keep my newsletters out of SPAM and Promotion inboxes!! Ready?? WOOHOO!! Me too!!!
Alright, so...quickly, and super importantly, what is the point of creating a newsletter? Sure...you have your blog, your Facebook Page or Group...not to mention the Twitters, the Pinterest, the Instagrams...ALL THE THINGS!!
If you can talk to your audience there...why go through the trouble of creating ANOTHER channel of communication?
I use ConvertKit to connect with my customers! I switched over from GetResponse at the beginning of 2016...and HOLY HELL was it worth it!! I wish I'd done it sooner!! The simplicity and automation ALONE has increased my sign-ups at a crazy faster than a speeding bullet rate.
"But...I have a bajillion followers on social media!! Why do I need a newsletter client, Terra?"
First...thank you for spelling my name right.
Second...social media is NOTORIOUSLY horrible on the conversion front. In general, only a small percentage of your followers will follow your links. Speaking from experience, I can tell you RIGHT NOW, that 90% of my customers have come from my newsletter...and those newsletter subscribers came from my blog. NOT from social media.
I’m not saying social media doesn’t work!! Of course, it does! How else would readers find your blog? BUT, the quickest way to gain loyal readers is through your content...not your quick little “Look what I’m doing today!” tweets.
I’ve gone over it on the blog and in videos on the YouTube channel...but creating pillar and evergreen content is THE only way to catch a fan’s attention. Create content they can’t believe they are getting for free! Think about social media as the breadcrumbs...not the converting factor. The converting factor is the blog post. The NEWSLETTER is what they convert TO.
Your newsletter is a sure thing. Social media can close down in a moments notice...but email...email is ALMOST a sure thing. Short of the apocalypse happening and all technology going to hell in a handbasket...people will always use email as a primary source of communication.
The emailed newsletter is your direct line to your customers. These are people that have given you their email address BECAUSE they want to hear what you say. They are WAITING for your words of wisdom.
Only problem with email? PEOPLE AREN'T FREAKING GETTING IT!!! On average...only about 20% of the average email campaign is opened. The reasons are usually one of 3:
Let's do a little problem solving...shall we??
problem #1: They just don't see it.
Think about your time in your inbox and ask yourself two questions. How many emails, on average, do you open every day? And how many email titles do you read?
I’m guessing your answers will look something like “1 in 4” and “most of them”. I know when I’m looking through my inbox, I read PRETTY much every title of every email. I don’t necessarily FOCUS on the title, but I’ll glance to see if it’s something I want to open.
What can you do about it?
SO, in answer to your first problem...TITLES. Tell your readers what problem you are solving in EVERY newsletter title. Life is full of problems...and your newsletters should be full of solutions. Like I said...make sure, in that short headline, you are telling them the exact problem you are solving for them!
Also, before you even WRITE the email...assess your ROI! Is the topic you are writing on something that will speak directly to your customer and relate to your niche? If you are veering off topic, re-assess whether or not writing that newsletter will be a good use of your time.
Can you relate it to a post on your blog? A product? A download? If your email topic isn’t something your readers are expecting from you...they may not be interested in your email.
problem #2: Being classified as "promotional" by gmail.
For those of you who aren’t Gmail users...about three years ago, they initiated a “tabs” system in Google Mail. Gmail used to be just one large “Primary” page. Everything was put either there or in SPAM.
The new system automatically creates three tabs in your inbox…”Primary”, “Social” and “Promotions”. Now, when an email is sent, Gmail will automatically GUESS as to which folder the email should be placed in.
While this is GREAT for organizing and cutting down on the hundreds of emails you might get in a day...as a newsletter SENDER, it decreased the chances of your email being seen DRAMATICALLY.
The “social” tab is not the one you need to worry about. The only stuff that ends up in social is anything labeled “Facebook”, “Twitter”, “Pinterest”, etc. It’s the “promotions” tab that’s a royal pain in the ass. If Google even gets a WHIFF of a discount, certain images or keywords...into the Promo tab it goes! And speaking from experience...that’s a tab that doesn’t get checked often.
What can you do about it?
"Want to increase your email's open rates and CTRs?? BE PREDICTABLE!! "
problem #3: Being classified as "promotional" by gmail.
Thank you so much!!
I hope you loved that information as much as I loved writing it for you!! I’m super stoked to see your newsletters take off!! If you are in the membership, be sure you head over to the community to participate in the conversation and ask any questions you might have!!