A Surprising Component of Your Email Deliverability: Your Email Copywriting
As if your email copywriter didn’t struggle enough to craft compelling copy that make prospects click through and convert, now copywriters have to make sure they look at the copy from the point of view of email delivery rates…
As hard as you’re working on getting the message right, remember that your message is pointless if your emails don’t get delivered. Know how email copywriting affects your email deliverability so you can take action to make sure your emails both get delivered and get results.
Email copywriting affects email delivery when words or phrases trigger spam filters. This can happen due to the subject line or the body of the email. It takes more than avoidance of the word free to avoid spam filters though. Make sure your email copywriting team is up to speed on how to craft copy that’s as spam-free as possible.
Lists of spam trigger words are easy to find, but here’s one we particularly liked because there are two lists, one for the worst offenders and one for the offenders that are slightly less offensive: http://www.mequoda.com/articles/subject-line-spam-trigger-words.
Once the email is created, run it through a spam checker like one these:
- http://spamcheck.sitesell.com/ameq.html
- http://www.lyris.com/contentchecker
- http://www.swiftpage.com/support/spamcheck.htm
And to check your email subject line, we continue to be fans of the email subject line checker at http://www.localnews.biz/subjectLine/ValidateSubjectLine.asp.
Often email marketers focus on the more technical parts of improving email delivery rates, like list hygiene and choosing the best email service provider. Those are all important components of email deliverability and therefore email marketing ROI! But strive to consider every possible part of the email deliverability puzzle, and that includes the words.
