Gerüchte zum Thema E-mail Zustellbarkeit

There are many urban legends and superstitions related to email deliverability, primarily from the early days of the industry. Lots of best practices and never-ever's that float around and get shared on discussion boards and at trade shows. In honor of Halloween, here are a few of the misconceptions still haunting email marketers that I think it's time to debunk.

The misconception that I hear the most is about subject lines. The biggest one is that there are certain words or characters that will flag your email as spam and no one will ever see your email again. Words like" free," a dollar sign, using all capital letters, or lots of exclamation points. Or even words like "lose weight" or "Xanax." Now, if you're Weight Watchers, or Pfizer, the manufacturer of Xanax, you're probably going to be using those supposed "spam triggers." In today's deliverability climate, whether or not messages get delivered is based more on overall IP reputation than specific words in the emails themselves. The only thing you need to worry about when crafting a subject line is whether or not it will motivate the recipient to open the email. Of course, it never hurts to do some A/B split testing to see which subject lines work better, and whether using a dollar sign leads to more opens than a percentage off message. And to be sure that your creative or content won't cause trouble, run it through one of the many spam assessment tools before sending your campaign.