Are you struggling with your inbound marketing content arriving in spam folders? It can be tough to stay out of the spam folder when your advertising content arrives in your subscribers email client. Several factors come into play when we have to understand why our blog-post turned email notification is either delivered to your visitor or hard bounced. This is a quick read on this topic and I’ll provide you with some actionable steps that vastly improve the effectiveness of your inbound campaign.
Don’t use email clients. Ever.
Do not send emails to a bunch of people from your gmail account, OutLook, Apple Mail etc. Google says 500 is the max you can send from your @gmail dashboard or Web-Interface. From your email client (that’s Outlook, Apple Mail and other device based email applications) no more than 100. The limitations are per 24 hour intervals.
Sending large numbers of emails from your mail client is a bad idea because you can’t track performance. There’s no way to measure the success or failure of your campaign over time. Like flying blind.
Don’t just tell your reader what you think. Provide references. Cite your sources. It will make you the expert you are. Readers, smart ones, don’t like to be told without references. Support your content with verifiable data, links and references. Here’s and excellent article on how to create trustworthy content that will bring your reader, subscriber back to your site over and over again. Why? Because you provide “trusted” content.
Produce ongoing fresh content.
Stay consistent! If you can write a post daily, do it weekly. If weekly is too much do it monthly. When using a service like MailChimp or Aweber, the value of what they provide is measured in the consistency of your inbound campaign. A steady stream of new content can be analyzed, improved and understood. Random blog posts are hardly worth anything to your reader subscriber. The sooner you generate new content and can see readers “unsubscribing” the sooner you will build a loyal list of subscribers who do find value in your content. If you are getting unsubscribes, you are actually building your market, your list of real, qualified customers.
Write in your own voice. Avoid markety language, markety nomenclature. Be real and authentic in communicating with your reader. Nothing worse than reading content packed with “keywords” and SEO optimizations. Look, we all want to perform better in search, but don’t throw your reader under the bus in the process. Stay honest, authentic. Write like you are reading it. and then read it! Out loud to a friend. If something isn’t right, it’ll come out.
Go give them.
Give them something! A blog post, delivered to an inbox successfully is a waste of your readers time if there’s nothing in it for them. Think about how you can give your reader something of value. It’s a go-give’em-world people. Accept your subscriber, reader is interested in your content only because there’s something in it for them. They don’t care about you. You Mom does. She will read your content because she loves you. Or loves to hate you in less than ideal situations.
What I mean by providing something is this: 1) A coupon for 50% off. 2) Show them how to do something you are writing about. 3) Try it free for 30 days. 4) Good for 3 months of use. 4) Mention me and get 10% off. 5) Download our guide here.
See what I mean? By giving your reader something, you are demonstrating your expert level of service, knowledge, experience. And it creates the opportunity for upsales and deeper loyalty.
You have to be loyal to your readers too!
Avoid these words
Refining your language so content is casually read will greatly improve inbound deliverability and reader loyalty. It can be impossible to avoid all the words in the link/download provided (they will ask for your email in exchange for the download, but there is a rendered list). But avoiding dead-end words like “click here” or “sign up now”, “on sale”, “free quote”, “toll free” and on and on will greatly improve the level of trust earned.
Contact me to find out how I can get you to point where your are generating results from your website, gaining loyal subscribers and visitors that engage with your sites content and you.