Inboxing vs Spamboxing or Junkboxing – eMail Deliverability Best Tip
When it comes to eMail Deliverability, there would be a few common sense rules to follow as well as some more advanced technical tweaks that would certainly help/doom an eMail Marketer drop their broadcast newsletter either in the Inbox or the Spambox/Junkbox of their audience, presuming they made it past the email anti-spam filters en-route.
Inboxing Best Tip Ever!
However, there is no other more powerful technique I know of other than kindly asking your subscriber – and succeed at persuading her doing so – to add you to the contact list of their email client/service, thus basically whitelisting you as a trusted email sender.
Now…arguably, some would say that even before you stand a chance to get there (Inbox) there would be many filters along the way that you should get through – and I have to absolutely agree with that.
This is not the main topic of the article at hand here though, but rather how to Inbox more than Junkbox your messages once they already arrived in your prospect reader’s email client or service.
For a few other tips on how to avoid your emails being trapped by the anti-spam filters en-route, you may read more here…
However, assuming you already did that, here comes the BIG difference:
What would your subscriber really THINK your eMail is looking like.
If you write exactly as you would write to a dear and old friend .. and you make sure to write as if you were actually talking, face to face – in a friendly environment both of you would like – THEN… you hit the Inbox 100%!
Better eMail Copywriting Inboxing Tip
Imagine this scenario…
You have a newsletter aimed at carpentry hobbyists (this is just an example).
A salesy message like:
Buddy, here is the most awesome electric Compact Belt Sander known to man… Check it out!!!
…is hardly a friendly written one.
You would expect that from a direct salesman,
not a friend sharing the same hobby and passion.
Your prospect may very soon get bored being ‘bombarded’ with such emails and soon mark you as a spammer, even if initially they subscribed to your newsletter and you have the right to send them emails.
However, if you change it maybe like this:
Jim, I went to the hardware shop today looking for a good compact belt sander – my 10 years old one just crashed on me when I was in the middle of a job. They had a promotion for one of them so I took the bait and bought it. Already tested and I finished the job I had in like 10 minutes, man… That was really much better than before…
As you can see, this one is not a bit salesy, but is a friendly short story you tell your friend Jim occasionally at the bar, sipping drinks, because he may be interested too, sharing the same hobby as you do.
Is that prone to be read and even get a click-through to the page where the darn thing is on sale, or what?
Trust me on this one, if you never tested such emails…it really makes a big difference when you start doing it. I’m an email metrics expert and an email testing freak as well. I KNOW my numbers!
Moreover, Jim is now more inclined to read you more in the future, to add you to his contact list so that he always get your messages AND if by any means sometimes you accidentally get Spamboxed .. he would hunt your message and bring it back to the Inbox manually.
Is that powerful or what?
This would definitely increase your eMail Deliverability on the long term.
Granted the above example is drilling a bit into best practices of eMail Copywriting for better readership and increased open rates and click-through rates as well, not only Inboxing in particular.
- by Steve Lorenzo |
In closing, I need to say again that nowadays, the anti-spam filters en-route may still be a bit mechanical in their approach at filtering, although they evolved quite a lot since the 90′s … and 00′s (as in after the year 2000).
But the ultimate spam filters are in fact your recipients, your readers, your audience.
Don’t try to trick them. Bring them value AND eMail entertainment and they will be hooked for life.
And as a corolary, your eMail deliverability’s Inboxing vs Spamboxing balance would tilt towards Inboxing more often, that’s for sure!