How do you avoid spam filters and ensure deliverability of your BTL emails?

1 Choose a reliable email service provider

One of the first steps to avoid spam filters and ensure deliverability of your BTL emails is to choose a reputable email service provider (ESP). An ESP is a platform that helps you create, send, and track your email campaigns. A good ESP will have high deliverability rates, comply with email regulations, offer spam testing and authentication tools, and provide support and guidance. Some examples of ESPs are Mailchimp, Constant Contact, and AWeber.

2 Segment and personalize your email list

Another way to avoid spam filters and ensure deliverability of your BTL emails is to segment and personalize your email list. Segmentation is the process of dividing your email subscribers into smaller groups based on their characteristics, preferences, and behaviors. Personalization is the process of tailoring your email content and design to each segment. Segmentation and personalization can help you increase engagement, relevance, and loyalty among your email recipients. They can also reduce spam complaints, unsubscribes, and bounce rates.

3 Craft a compelling subject line and preview text

A third way to avoid spam filters and ensure deliverability of your BTL emails is to craft a compelling subject line and preview text. The subject line and preview text are the first elements that your email recipients see in their inbox. They can determine whether they open, ignore, or delete your email. Therefore, you need to make them catchy, clear, and relevant. Avoid using misleading, vague, or spammy words, such as "free", "guaranteed", or "urgent". Instead, use words that convey value, curiosity, or emotion, such as "tips", "how to", or "surprise".

4 Optimize your email content and design

A fourth way to avoid spam filters and ensure deliverability of your BTL emails is to optimize your email content and design. Your email content and design should be consistent with your brand, message, and goal. They should also be easy to read, scan, and act on. Avoid using too many images, links, or fonts, as they can slow down your email loading time and trigger spam filters. Use plain text or HTML format, rather than rich text or PDF format, as they are more compatible with different email clients and devices. Include a clear and visible call to action (CTA), such as a button, link, or form, that encourages your email recipients to take the next step.

5 Test and monitor your email performance

A fifth way to avoid spam filters and ensure deliverability of your BTL emails is to test and monitor your email performance. Testing and monitoring your email performance can help you identify and fix any issues or errors that may affect your email deliverability and results. You can use various tools and methods to test and monitor your email performance, such as spam score checkers, email previews, A/B testing, and analytics. You can also ask for feedback from your email recipients and use it to improve your email campaigns.

6 Follow email best practices and etiquette

To ensure deliverability of your BTL emails and avoid spam filters, it is essential to follow email best practices and etiquette. These rules and norms can help you build trust, credibility, and reputation among your email recipients and the email industry. For instance, you should obtain permission from your email subscribers before sending them any emails, provide an easy way for them to opt out or unsubscribe from your list, respect their privacy and data protection rights, send relevant, timely, and valuable emails that match their expectations, avoid sending too many or too few emails that may annoy or alienate them, and respond to any queries, complaints, or feedback promptly and professionally.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?