Once again, it’s time to confront the email rumor mill. Last month, we took a look at some of the most talked about email myths, and we’re back with more!
Our email experts have picked out more head-scratching accusations and have put them to the test. Are certain words in a subject line a red flag for spam filters? Does video really work with email? Read on to find out whether these myths are fact or fiction!
Myth: If I use the word “Free” in my subject line, my email will be marked as spam.
Results: BUSTED
No one word will cause your email to end up in a recipient’s spam folder. Instead, Internet Service Providers (ISP) review a series of factors when determining an email’s fate.For example, if that word is in combination with a high image to text ratio, continually sent to addresses that bounce and the number of recipients blocking you continues to increase, then sure, you are now going to be looked at as a spammer.
To further complicate matters, in order for ISPs to stay a step ahead of spammers, that recipe for how ISPs calculate what get filtered and what gets through isn’t made public and is always changing. So instead of focusing on what words you are including in your email, focus on reader engagement and your sender reputation.Make sure your subscribers are opening and clicking on your emails. Keeping recipients engaged will not only help your reputation with the ISPs, but also your bottom line.
Myth: Video is a great way to deliver a message in a new way.
Results: CONFIRMED
Recently, I came across a great article about how changes in the digital sector relates to your job where they said, “mobile is to 2011 as social media was to 2008: the thing your boss is guaranteed to ask you about in a question that begins with, "How come we don't have..."How very true that statement is!
If you haven’t experimented with video yet, odds are you will (or will be asked to) in 2012.Now, using video is a great way to engage readers, however embedding a video in an email will not be supported by most email clients.The trick is to instead include a screenshot of the video and make it clear to the reader that if they click on it, they will be redirected to a new page to watch the video. This additionally benefits you because you will then be able to track the click thru activity!And remember; keep the videos short, especially if they are promotional.
Myth: Including Flash in my emails will engage my readers even more!
Results: BUSTED
Sure Flash might look nice on your landing page, but that doesn’t mean you should use it in your emails. Like video, many email clients do not support Flash content.That, in addition to the popularity of iPhones and iPads that are notorious for not supporting Flash, you are risking a good chunk of your recipients missing out on the content you spent time to creating. The only thing truly guaranteed to keep readers engaged is relevant content in an easy-to-read format.
We’re not done yet! We’ll be back in a few weeks with a few more myths.
