4 Ways to Stop Sounding Spammy in Emails

155554663 89Beb0Ac63 B
Gabrielle Hughes
Content Marketing Manager

Generic email blasts just don’t work anymore. With the amount of content that material is sent to them every day, customers are looking for material that speaks directly to them. So, how do you turn bulk email into an art and avoid getting sent straight to the spam folder?

Nail down the basics

Identifying your core audience before sending an email may seem like a no-brainer – but, many companies are still hitting “send” before considering a variety of factors.

Job title, industry, age, gender, and education level are often items of information that you’re collecting, but not leveraging appropriately. As you begin segmenting your next hit list, take the time to think of how you can add more flavor to the message based on audience demographics. Even something as simple as including a first name in your email helps it feel more personalized than “Dear Sir or Madame.”

Utilize time and location

There are a lot of hours in the day – make sure you have A/B tested times and found the optimum moment to hit send. Some customers love going through email first thing in the morning, but others might be more likely to respond as their day is wrapping up.

Your customers are probably scattered across different time zones, and many end up receiving your emails at non-optimal times. To solve for this, rely on customer data to determine the best times to send. Begin by segmenting your subscribers into different time zones, with the aim that all subscribers receive emails at a reasonable time. You can personalize even further by differentiating the content among recipients (more on this in a minute) or setting times based on past open rates.

Know your personas

As your repository of customer data grows, you can begin building out customer personas. Combining attributes and actions they take, personas allow you to provide a more tailored experience.

Let’s say you’re working for a B2B company, selling to sales professionals. You’ve grouped your customers into three personas: Sales Rep, Sales Leader, and Sales Operations. If lead activity identifies someone as a Sales Rep, consider putting them on a nurture with resources around closing deals. Unlike generic information about your company, the recipient will be more likely to open emails tailored to their needs and pain points.

Send re-engagement campaigns focused on value

When subscribers become inactive, chances are, they had a hard time engaging with your content in the first place. Luckily, this is another opportunity to hit them with a personalized message.

Implement a re-engagement strategy that offers an incentive to not only open your emails but gets them to come back. For example, if you have an online store, you could send exclusive coupons or discount codes. It’s always better to provide value instead of sounding like you need a way to get back into their inbox.

Going back to the importance of customer data, there’s a reason you should rely so heavily on it. Instead of making the best guess on when to re-engage, analyze your existing subscriber history. Use past metrics to determine the average amount of time between sign up and when subscribers stop engaging. From there, strategize your reengagement program around that window of time.

Interested in learning more? Register for our webinar, ‘Nailing the Art of Cold Emailing’ on September 21 at 10am PT/ 1pm ET.

Share this article

Start your 14 day free trial today

Start Your Free Trial