Calculate Spam Risk

Non-responders can kill an email ad campaign. But is it the non-responders who are killing click through ad revenue or is it your copy? A test could tell the difference.

by Kristina Knight

Direct mailers already know how low email deliverability and response rates are. But did you know there are steps that can be taken to improve deliverability and response before those emails are sent?

A simple check with SpamAssassin indicates whether the email subject line or body will be read by spam traps and identified as junk or regular mail. Having your name in an address book or white list isn’t enough any longer because filters scan all of the words looking for words like generic and free, delivering those messages to spam boxes. A score of 5 from SpamAssassin means you need to rework the copy. A score lower than 5 indicates that your message will likely get through the traps.

Lyris also has a content checker you can use for free. Simply copy the subject line and body content and receive a report telling what is working and what isn’t within the message.

The Interactive Advertising Bureau has more tips in their new Email Deliverability Guide. Regularly cull lists for non-responders and complainers, make unsubscribing simple and quick and between mailings check for bouncing addresses.