There’s much information online on starting an email list and then growing it as one of the main parts of your online business.
This isn’t one of those articles.
The harsh truth is that no matter how good your marketing is, and your individual tactics are, a big portion of your email messages will still get filtered out into spam folders.
People won’t even see them in their inboxes.
“So I spend all this time trying to get subscribers and then my email tool fails to deliver? Really?!”
Unfortunately, that’s exactly the case.
MailChimp actually reports that on average, 10-20 percent of email gets killed off by spam filters.
And this concerns legitimate businesses, not spammers. Heck, if you’re a genuine spammer then the numbers are probably more like 95 percent, but I digress.
So why after learning all those great list-growing-techniques we still end up defeated by a script that calls itself the spam filter?
You’re using the wrong words
There are two sides to writing proper email copy:
- Writing copy that converts and convinces your people to take action on what you’re saying. This is something guys like Derek Halpern and Neil Patel will teach you.
- Writing copy that doesn’t get flagged as spam by an automated piece of software – a spam filter. This is what I will be talking about here.
We can argue which of these aspects email copywriting is more important, but frankly you can’t have one without the other.
That being said, if your copy doesn’t check out with spam filters then the fact how good it is conversion-wise won’t even matter.
Let’s try to understand how spam filters work and how we can defeat them.