Why are my Marketing Emails Going to Spam?

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Why are my Marketing Emails Going to Spam?

Why are my Marketing Emails Going to Spam?

Wondering why your marketing emails keep ending up in spam, or “other” folders rather than inboxes? This common frustration wastes effort and cripples campaigns. We’ll unpack the critical factors influencing spam filtration – from sender reputation to message content and technical authentication. Expect actionable advice spanning required deliverability fixes, advanced optimizations and valuable inbox placement insights you won’t find elsewhere.

Key Factors Influencing Email Spam Filtration:

Factor Description
Email Authentication Understanding the importance of SPF, DKIM, and DMARC protocols in verifying sender authenticity to prevent emails from being marked as spam.
Sender Reputation How sender reputation, determined by user engagement and spam complaints, affects email deliverability.
Content Triggers Identifying elements in email content, such as spammy language or suspicious links, that can trigger spam filters.
Sender Information Accuracy The importance of using accurate and transparent sender details to avoid being marked as spam.
Physical Address Inclusion Including a valid physical business address in emails for legitimacy and legal compliance.
Avoiding Spam Trigger Words Identifying and avoiding words and phrases commonly flagged by spam filters.
Effective Email Subject Lines Crafting subject lines that are honest and engaging to improve open rates and avoid spam filters.
Risks of Attachments Understanding how attachments can trigger spam filters and best practices for their use.
Maintaining a Clean Email List The importance of keeping an updated and engaged email list to avoid spam filters.
Correct Spelling and Grammar Ensuring proper language use to maintain professionalism and avoid spam categorization.

1. The Importance of Email Authentication

Understanding why your marketing emails end up in the spam folder requires grasping some key concepts around email authentication. Proper authentication signals to inbox providers that your messages are legitimate, helping them bypass spam filters. Neglecting this aspect can severely hinder email deliverability, so it’s critical to get the fundamentals right.

Understanding SPF, DKIM, and DMARC

SPF, DKIM and DMARC are technical protocols that authenticate the sender of an email.

  • SPF verifies that the sending server is authorised to send emails from your domain. It works by cross-checking the sending IP address against your published SPF record.
  • DKIM digitally signs each email with a private key to confirm it has not been tampered with. The signature is checked against your public key on receipt.
  • DMARC aligns SPF and DKIM by defining what happens if either of these authentication mechanisms fails. It includes a reporting mechanism to monitor issues.

Essentially, this suite of protocols assures recipients that any emails claiming to be from your domain are genuine and untouched. Failing to implement them correctly makes your emails appear questionable to spam filters.

Impact on Email Deliverability

Lacking proper email authentication signals triggers spam filters to categorise your messages as unsafe. As a result, authentication issues can severely impact email deliverability in multiple ways:

  • Emails may go straight to the spam folder rather than the inbox. This prevents subscribers from seeing your content which defeats the purpose of email marketing.
  • Bulk-sending domains with poor authentication often get blacklisted by major ISPs. This can block emails entirely meaning none reach the inbox.
  • With DMARC, the receiving mail server can reject unsigned messages on sight without further scanning. This instantly blocks all non-compliant emails.

Additionally, lack of authentication makes it easier for cybercriminals to spoof emails pretending to be from your domain. So getting the technical configuration right brings security benefits too.

Setting Up Authentication Correctly

With so much reliance on correct authentication, how do you implement SPF, DKIM and DMARC properly? Follow these steps as a starting point:

  • Adjust your SPF record to include all authorised sending IP addresses and domains. Most email services provide the necessary details to insert. Check back if infrastructure changes.
  • Generate a 2048-bit DKIM public/private key pair through your email platform. Add the public key to your DNS records. Use the private key to sign outbound messages.
  • Set up a DMARC record aligned to your SPF/DKIM setup. Start by requesting external reports to identify any issues before enforcing a stricter policy of rejecting non-compliant emails.

Additionally:

  • Use consistent “From” addresses with proper domains to reinforce authentication. Avoid using info@ or no-reply@ style addresses.
  • Make sure to authenticate transactional and marketing emails separately. Different email streams should use distinct public/private key pairs.
  • Monitor SPF/DKIM alignment and authentication failure reports from DMARC. Diagnose and resolve any issues identified.
  • Check authentication status and inbox placement with a test account from major email providers like Gmail or Outlook.

Following email authentication best practices takes some technical know-how. But dedicating resources here pays dividends through better inbox placement and delivery. If you need help analysing reports or identifying misconfigurations, work with an email deliverability expert. Investing in getting the basics right early saves ample headaches further down the line.

2. Understanding Sender Reputation

Beyond email authentication, your sender’s reputation also plays a significant role in inbox placement. This measures your standing as an email sender based on past user engagement and spam complaints. Maintaining a positive reputation is crucial for avoiding the spam folder.

Factors Affecting Sender Reputation

Several key markers feed into calculating your sender reputation score:

  • Open and click rates: Emails from senders with high open and click rates signal engaged recipients. Low interaction rates imply disinterested subscribers.
  • Spam complaints: Each complaint about an email being spam directly harms your sender’s reputation. Even a small number of complaints can be damaging.
  • Bounce/unsubscribe rates: High bounce rates from invalid addresses or bulk unsubscribes also negatively impact the sender’s reputation. These suggest possible list quality issues.
  • Sending volume and frequency: Mass blasting infrequent emails often raises spam suspicions and complaints. Reputation accounts for sending patterns.

Essentially, your reputation score quantifies the quality and engagement levels across your subscriber base. Any signals of disengaged or dissatisfied subscribers will steadily erode your standing over time.

Consequences of Poor Sender Reputation

Allowing your sender reputation to slip below major email providers’ thresholds has severe implications:

  • Emails from poor reputation senders automatically filter into spam folders by default. This prevents your content from reaching the inbox regardless of quality.
  • Bulk-sending IP addresses may get blacklisted with repeated spam complaints, instantly blocking all emails. This occurs faster for senders with poor reputations.
  • Stricter spam folder filtering also applies at an individual subscriber level based on their engagement history. So even previously engaged subscribers may not see your emails.
  • Ongoing spam folder appearances train subscribers to ignore your emails. This fuels further complaints and opt-outs, perpetuating reputation decline.

Without a conscious effort to improve engagement metrics, senders can quickly slip into an inescapable spam trap.

Improving Sender Reputation

Avoiding irreparable reputation damage requires work across multiple areas:

  • Monitor metrics regularly: Watch open, click through and spam complaint rates closely across campaigns. Measure subscriber engagement at a granular level.
  • List management: Continuously prune your list by removing inactive subscribers and bounced addresses. Ensure you have explicit consent to contact everyone.
  • Content quality: Well-targeted, personalised content keeps subscribers engaged. Ensure subject lines accurately reflect content to set expectations.
  • Change sending behaviour: Limit sending frequency if engagement is low to avoid overwhelming subscribers. Consider changing message styles or content types completely if needed.
  • Use dedicated IP: Separate bulk sending to a dedicated IP address to isolate issues from your organisation’s main IP reputation.

With conscious attention, it is possible to repair a suffering sender reputation over time. But prevention is always better – maintaining engagement metrics from the start prevents needing rehabilitation work down the line.

Strategies for Improving Email Deliverability:

Strategy Description
Proper Authentication Setup Implementing SPF, DKIM, and DMARC correctly, including regular monitoring and adjustments.
Improving Sender Reputation Monitoring engagement metrics, managing email lists, and ensuring content quality to maintain a positive sender reputation.
Crafting Spam-Proof Content Avoiding spam trigger words, balancing image-to-text ratio, and ensuring clear, informative content.
Accurate Sender Information Providing clear and accurate sender details, including physical address and valid contact information.
Inclusion of Physical Address Including a verifiable physical address for transparency and legal compliance.
Avoiding Trigger Words Researching and avoiding words and phrases that are commonly marked as spam.
Optimizing Subject Lines Creating subject lines that are clear, relevant, and engaging without being misleading.
Careful Use of Attachments Using attachments judiciously and providing context to avoid spam filters.
Email List Hygiene Regularly cleaning and updating the email list to remove inactive or unengaged subscribers.
Attention to Language Quality Ensuring error-free, clear, and professional language in emails.

3. Content That Triggers Spam Filters

Even if your emails are fully authenticated and sent from a reputable address, the actual content itself can still raise red flags for spam filters. Certain elements like expansive formatting, suspicious links and spammy language are commonly associated with junk emails. Without careful composition, legitimate marketing messages can inadvertently trigger filters – sending them straight to spam.

Identifying Spammy Content

Elements which should be used cautiously in email content include:

  • Spam words and phrases: Terms like “free”, “act now”, “limited time”, “earn money” and “guaranteed profits” are spam favourites. Overuse flags emails as suspicious.
  • Link density and quality: Numerous or low-quality embedded links make messages appear unsafe and untrustworthy to filters.
  • Image-to-text ratio: Emails with disproportionately high image content and little text seem promotional rather than informative.
  • Formatting emphasis: ALL CAPS, oversized or brightly coloured text mimics aggressive sales language.
  • Unsubscribe obfuscation: Hard-to-find or convoluted unsubscribe processes prevent user opt-outs, a common spam tactic.

Such elements can make even a carefully crafted email closely resemble a sales pitch or scam message to spam filters upon initial scans.

How Content Affects Deliverability

When spam filters detect any of the above content characteristics, messages likely get funnelled to the spam folder automatically or allotted low priority for inbox delivery.

Some concerning content can also trigger additional scanning steps:

  • Suspicious links prompt deeper network analysis to classify domain safety. Failure leads to guaranteed filtering.
  • Language pattern analysis checks writing tone and style against known spam email corpora. Statistical similarities influence filtering severity.

So while authentication passes to confirm sender validity on a surface level, spam filters have evolved to catch questionable content slipping through. Your email body plays a big part in placement outcomes.

Creating Spam-Proof Content

Here are some best practices for crafting inbox-friendly content:

  • Research and avoid established spam trigger words and phrases completely. Preface permitted terms like “free” with other keywords e.g. “free sample”.
  • Limit links to 2-3 reputable, topic-relevant domains. Descriptively hyperlink anchor text without using generic terms like “click here”.
  • Offset image content with concise, factual text explaining key aspects. Use images to supplement rather than dominate messaging.
  • Stick to purely informational text. Avoid sales messaging, time pressure tactics, legal disclaimers etc. typically associated with spam content.
  • Allow easy unsubscribes via visible, readable links. Never force user opt-outs.

Audit existing email content against known spam markers before sending. Tweak and retest messages with spam filter simulation tools. Maintain this inspection regularly and learn from any sporadic spam folder appearances. With refinement over time, your informational emails should consistently bypass filters to hit the inbox.

4. The Role of Accurate Sender Information

Who an email appears to come from also factors into spam assessments. Using inaccurate or misleading sender details mimics suspicious behaviour, risking the spam folder even for legitimate marketing messages. Laws also mandate senders to present transparent contact information upfront.

Legal Requirements for Sender Information

Email regulations like the UK Privacy and Electronic Communications Regulations (PECR) standardise required sender disclosures to recipients. Key aspects include:

  • Clear sender identity declaring the email originator, not a vague role name like “Client Services”.
  • Accurate “From” email address using proper domain names relevant to the sender.
  • The valid physical business address is listed for the sending organisation or individual.
  • Functional contact details like email addresses or phone numbers for opt-out requests.

Such information provides recipients with context on the message source. The lack of valid details flags emails as unsafe to filters. Senders also risk GDPR breaches for inadequate disclosures.

Impact of Misleading Sender Information

Using inaccurate, incomplete or concealed sender details has multiple consequences:

  • Missing legally required information automatically categorises emails as spam in many countries. Non-compliant messages are dumped directly into spam.
  • Senders intentionally hiding behind fake details appear sinister. Even factually valid information from unverifiable origins triggers deeper scrutiny and filtering.
  • Repeated complaints about misleading details severely damage sender reputation. This heightens future filtering regardless of later corrections.

So beyond masking illegal activities, inaccurate sender information also harms deliverability for legitimate marketing messages. The damage to sender reputation through subscriber complaints establishes lasting barriers to the inbox.

Ensuring Accurate Sender Details

Here are some tips for presenting accurate, transparent sender information:

  • Disclose the sender identity prominently within the email content, not just technically in headers.
  • Always use a valid, relevant email address and domain name pairing for the “From” address rather than no replies or aliases.
  • List a current physical address and valid contact method for opt-outs and queries.
  • Ensure the sender details match website ownership information, and domains have appropriate SPF/DKIM setups.
  • If using an email service provider, clarify their role but still provide valid details regarding the sender organisation.
  • Review and update sender information periodically should business addresses or contact methods change.

It is also wise to preview emails through spam checkers before sending them to identify any transparency issues with the provided sender details. This allows correcting potential compliance problems or deliverability risks ahead of large batch sends. A bit of due diligence in presenting accurate information goes a long way in building inbox trust.

5. Including a Physical Address in Emails

Among the legally required sender details, a physical business address often gets overlooked but plays a deceptively crucial role. Prominently including a valid address establishes message legitimacy, enhancing inbox trust for recipients and deliverability filters alike.

Legal Compliance and Physical Addresses

Regulations like PECR mandate clear physical address disclosure within the content of any marketing emails, not just technically in headers. This aims to enable:

  • Sender verification: Recipients can cross-check addresses to confirm identities, especially for lesser-known brands.
  • Legal accountability: Regulators can tie messages to licensed businesses for enforcement actions against rogue senders.
  • Opt-out execution: Recipients require sender addresses to issue unsubscribe requests or complaints via post.

So while seemingly secondary to contact emails or websites, physical addresses ensure marketers comply with laws. Excluding them categorizes messages as fundamentally suspicious.

Trust and Transparency with Physical Addresses

A visible, bonafide sender address also builds essential inbox trust at first contact by:

  • Strengthening legitimacy: The presence of a valid physical operations base conveys honesty for unknown brands.
  • Enabling reciprocity: Recipients can reasonably expect commensurate address disclosures for any requested opt-in consents.
  • Minimizing perceived risks: Explicit location traits lower safety concerns around unwanted messages from vague sources.

Much like linking unknown websites, anonymous or unverifiable senders inherently risk perception as scam sources to recipients. A physical address prominently dispels this possibility.

Best Practices for Address Inclusion

Certain cases like home-based businesses or small teams can make address inclusion feel imposing. Some tips in such scenarios:

  • List the registered business address on file rather than personal home addresses. Use virtual office services if necessary for valid registration addresses.
  • For independent consultants/freelancers, provide available contact addresses but clarify your work with clients remotely. Disclose approximate locations e.g. “Based within the London area”.
  • If using aggregator domains like Gmail for sending, reiterate addresses already listed on your email signatures, personal websites etc. to ensure consistency across channels.

Essentially, convey the best verifiable physical address possible aligned to the business identity registered. Even approximations help – some location traits cost little but build significant inbox trust through transparency.

Ideally reconfirm address accuracy alongside other sender details pre-send. Remember, prominently including a bonafide physical address serves self-interest by maximising email deliverability through completeness both legally and in recipients’ eyes. So make this often overlooked item a priority for your mailings.

6. Avoiding Spam Trigger Words

Certain enticing words and phrases definitely catch audience attention. But when used without careful moderation in emails, common superlatives like “free” and “guaranteed” also attract intense spam filter scrutiny instantly. Identifying and avoiding established trigger terms is key to sneaking into the inbox.

Identifying Common Spam Triggers

Typical vocabulary patterns flagged as suspicious include:

  • Intensified calls-to-action: “Act now!”, “Order today”, “Don’t miss out!”
  • Legal disclaimers: “Earnings may vary”, “See terms for details”
  • Unsubstantiated superlatives: “Best price”, “Unbeatable deal”, “#1 services”
  • Time pressure prefixes: “For a limited time”, “Available this week only”
  • Personal identifiers: “Dear friend”, “Valued customer” with no customisation
  • Financial urgency: “Disappear in 48 hours”, “Claim your refund now”
  • Random emphasised words: “Safe guarantee”, “Authentic testimonials”, “Verified giveaway”

Such high-intensity phraseology activates initial filters before even assessing wider content quality. So best avoid them entirely.

The Effect of Trigger Words on Spam Filters

Built-in rules flag known spammy terms and patterns for filters to:

  • Automatically reroute emails containing them directly to spam with no further checks.
  • Assign heavy negative weights eroding overall message credibility and deliverability scores.
  • Categorise senders as higher-risk to traffic future emails to spam folders by default.

Repeated exposure also trains filters by updating banned vocabulary databases when users report or delete obvious spam copycats. Lean too heavily on promoter prose, and perfectly legal emails swiftly congregate with shadier brethren.

Crafting Content Without Trigger Words

The easiest method for avoiding trouble phrases is restraint – don’t deploy them at all! Beyond that:

  • Research alternatives for benefits typically oversold through spam lexicon e.g “Special price” instead of “Best price”.
  • Use descriptive language and specifics rather than broad superlatives – “£50 restaurant voucher” not “Unbelievable deal”.
  • Eliminate fabricated personalisation and pressure – address readers neutrally without imposed deadlines.
  • Allow your unique, exclusive offerings to speak for themselves – you know their value, let subscribers assess value claims themselves.

With mindful word choices and some restraint on intensity, informative emails easily stand out next to hype-fuelled spam pitches. Recipients better appreciate the respect and value they imply as well. And the added inbox deliverability proves rewarding for senders focused on transparency too.

So be diligent – purge those sneaky spammy words trying to slip into your drafts! Your future emails will reap the deliverability benefits of this avoidance discipline over time.

7. Crafting Effective Email Subject Lines

Before recipients even open messages, subject lines make first impressions informing inbox vs spam decisions. Compelling but honest subject lines entice engagement without raising false alarms. Otherwise dangerous assumptions from suspicious or misleading subjects can derail deliverability regardless of content quality.

Best Practices For Subject Line Creation

Some guidelines for optimising email subjects:

  • Concise and scannable – roughly 6-10 words using compressed language summarising content.
  • Relevant and transparent – reflect email purpose through topics or sender identity without fabrications.
  • Benefit-focused – highlight subscriber gains like “Get 20% off shirts this week” over sender objectives “Our new sales announcement!”.
  • Personalised – incorporate user traits like names or interests if possible. Avoid generalization.
  • Questions and commands – prompt action with “Get our newsletter” or information seeking with “Wondering about features?”.

Such subject lines promise utility rather than pushiness from the outset.

Impact of Subject Lines on Open Rates

Effective subjects essentially act as email previews, setting expectations which determine open behaviour.

  • Intriguing but honest subjects pique curiosity, improving open potential.
  • Overpromising or confusing subjects breed distrust, discouraging engagement.
  • Spam-like language immediately categorizes messages as filters preview content.

With inboxes swamped daily, recipients use subjects as screening tools for prioritizing attention. Own bold claims must then hold up contents-wise too.

Avoiding Misleading or Overly Salesy Subjects

Common subject line pitfalls echoing spam include:

  • Deceptive language like “Final notice” from unfamiliar senders.
  • Unsubstantiated claims e.g. “Unbeatable deal inside!”.
  • Manipulative tactics such as forced choices or peer pressure appeals.

Essentially, exaggerated or suspicious subjects erode recipient trust rapidly. Senders risk instant filtering without further review of actual content.

Instead, allude to value propositions briefly and lead with honest neutral offerings like:

  • “November sales catalogue attached”
  • “Quick question on shipping fees”

Such subjects signal legitimate intent rather than pressure sales, guiding messages safely to inboxes. Treat subject lines with care – recipients certainly do judge these books by covers with lasting impacts!

8. The Risks of Including Attachments

Attachments undeniably provide value delivering file contents directly to recipients. However email providers remain wary of unsolicited attachments as prime phishing attack vectors. While not banned outright, attachments trigger extensive malicious content scans delaying deliverability. Overusing attachments or deploying them carelessly also heightens spam filtering if messages seem mass-mailed or suspicious.

Why Attachments Trigger Spam Filters

Attachments raise alarms for filters due to:

  • Security cautions – executable files like PDFs enable malware distribution if not scanned.
  • Domain reputation factors – links to download sites influence sender trustworthiness.
  • Content verification limitations – filters struggle to scan attachments as thoroughly as plain text.
  • Deception risks – attachments mask harmful content which text-based signals might reveal.

So from both technological and trust perspectives, unexpected attachments suggest elevated spam risk to filters. Senders must therefore build receiver readiness ahead of large unexplained attachments to avoid misclassification.

Alternatives to Email Attachments

When possible, link out to attachment hosting sources instead:

  • Share via permitted cloud storage platforms like Google Drive or Dropbox with readership access links.
  • Host on established website domains you control, gating with logins if sensitive.
  • Transmit content through web forms if complicated multi-file structures required.

Such cloud-based approaches avoid attachments while granting customizable access and sharing controls.

Best Practices For Sending Attachments

If adding attachments, ensure:

  • Recipients understand context and purpose through descriptive content sections.
  • You warn of expected attachments in subject lines e.g. “November Report Attached”.
  • Any links leading to downloads use https encryption and avoid IP addresses.
  • Total email size stays under 25MB across all assets to avoid bottlenecks.
  • Attachments use clear descriptive file names signalling contents.

Essentially, set recipient expectations explaining why attachments require direct email delivery. With transparency established ahead of large files, legitimate business reasons become apparent – distinguishing messages from mass spam mailings.

So tread carefully when adding unannounced attachments compared to linking out assets. But with conscious communication and restraint, your subscription content gets directly into recipients’ hands without triggering filters along the way.

9. Maintaining a Clean Email List

Beyond individual email quality, the overall subscriber list also influences deliverability outcomes substantially. Outdated, unengaged addresses peppering lists sabotage sender credibility through consistent bounces. Proactively pruning stale addresses and reconfirming genuine subscriber interest ensures your reputation remains untarnished.

The Impact of Inactive Addresses

Dead email addresses negatively impact deliverability in multiple ways:

  • Hard bounces to invalid accounts signal low list quality and maintenance. Filters categorize such lists as higher risk and unreliable.
  • High bounce rates directly damage sender reputation scores, risking automatic spam folder rerouting regardless of message quality.
  • Filters must waste additional processing attempts on repeatedly bounced addresses. This earns negative ratings for senders seen as wasting resources.

So rather than maximizing reach quantities, marketers should focus on verified address quality where messages get actively received and engaged.

Strategies for Email List Cleaning

Typical list hygiene practices include:

  • One-click subscriber reconfirmations via preference center links before resending, with automatic opt-out removals.
  • Address corrections if provided during bounce error responses before reattempting messages.
  • Bulk removals of festering addresses unresponsive beyond set durations despite reconfirmation attempts.
  • List segmentation to isolate engaged subsets for primary mailings, sending less critical messages on riskier addresses as probationary tests.

Such strategic list segmentation balances reputation protection while still monetizing overall reach.

Tools and Services for List Management

A range of dedicated email list cleaning solutions also exist, including:

  • Cloud-based list hygiene services automatically scrubbing known invalid addresses.
  • Email validation APIs checking addresses in real-time during submission flows.
  • Spam trap email accounts identifying issues pre-send via inbox placement tests.
  • Downloadable email checker tools assessing existing subscriber lists.

Depending on program needs and technical capabilities, varied tools can supplement internal list maintenance workflows at different stages.

So while expanding marketing reach has natural appeal, marketers should check subscriber list health as closely as individual message quality to enable emails reaching their full target audience reliably. Allowing lists to bloat or decay leaves money on the table through damaged sender credibility diminishing email programs over time.

10. Ensuring Correct Spelling and Grammar

Beyond message content and sending technicalities, foundational language quality also affects email inbox placement. Though easily overlooked, clear spelling and grammar establish critical communication competence. Errors not only confuse readers but also reduce professional credibility for recipients and spam filters alike.

The Link Between Spelling/Grammar and Spam Filters

Presentation polish bears directly on perceived sender legitimacy. While occasional typos happen to anyone, consistent mistakes signal possible untrustworthiness to filters by:

  • Suggesting automated systems – Patterned errors imply mass message generation rather than diligent human creation.
  • Indicating potential deception – Scams rely on fear-mongering content rather than writing quality to compel panic reactions.
  • Undermining professionalism – Careless errors contradict business competence expectations.

So beyond simply annoying readers, spelling and grammar errors introduce doubt for filters assessing message risks. Rightly or wrongly, polished presentation carries great influence establishing sender credibility and intent.

Beyond potentially triggering filters directly, language errors also:

Consequences of Poor Language in Emails

  • Complicate understanding – Readers must exert extra effort to decipher the intended meaning.
  • Diminish engagement – Recipients take content and senders less seriously, paying less attention.
  • Deter conversions – Confusing writing contradicts calls-to-action and damages brand images long-term.

Essentially, what you say matters far less if recipients struggle to process the language itself. Don’t let shaky spelling and grammar undermine commercial efforts.

Tools and Techniques for Error-Free Emails

Boosting language quality involves both technological assistance and human effort:

  • Use built-in spellcheckers during drafting, but don’t rely solely on automatic corrections.
  • Leverage grammar-checking software features in email editors to identify issues.
  • Proofread carefully before finalizing messages, watching for contextual errors that tools miss.
  • Have team members or associates peer review drafts with fresh perspectives.

Get ahead of errors before subscribers see them. Because while writing perfection exceeds reasonable expectations, glaring language mistakes betray basic communication competence. Don’t let that undercut email outcomes.