Dental Lab Email Marketing Best Practices: Avoid The Spam Folder

By David H. Khalili

Founder of DentalLabSupport.com

In what's become a popular series among our readers, we have been focusing some of our posts on email marketing best practices for dental laboratories in the recent past. In fact, we've covered the importance of a good subject line, the body content, and the best time and date to send your emails. But none of that matters if you don't make sure of one thing: that your email does not land in your recipients' spam folder.

Being marked as spam is any email marketer's greatest nightmare. It can happen automatically thanks to spam filters or manually by your audience, but the difference is minuscule - if it happens, your emails won't be read any longer. Even worse, senders who are frequently marked as spam get blacklisted by email clients, which might mean that your entire email campaign will be for the birds.

Naturally, you want to avoid that happening. So here are 3 best practices that ensure your email remains compliant with all spam rules and regulations.

1) Avoid Trigger Words

Most email clients now have automatic filters in place that redirect marketing emails to the spam folder without ever letting the user see them. These filters check for a variety of things, but trigger words are among their chief priority. These trigger words (and symbols) can range from "$$" to "guarantee," and including them in your headline often means certain death (or endless purgatory) for your email.

You can find a full list of current trigger words at this link. But don't use it as your guide; instead, you should simply ensure that your email subject lines and content doesn't sound like click bait, making empty promises and aimed only at drawing readers in.

2) Include a Physical Address

The CAN SPAM Act of 2000 is a law that oversees all email marketing and should guide all of your practices. Among many other things, it states that every marketing email should always include the physical address of the business from which it is sent, in order to allow the recipient an easy way to contact the company if need be.

Circumventing that rule means actually breaking the law, but it also means your email will likely end up in spam purgatory. That's why you should always include a physical address at the end of your email.

3) Include (and Maintain) Unsubscribe Option

Another stipulation of the CAN SPAM Act is that every marketing email should include an 'unsubscribe' option for users who choose not to receive any more information from the company in question. Of course, that unsubscribe button is mutually beneficial; if your readers don't want to hear from you, you should not attempt to keep communicating with them.

But what many marketers don't know is that maintaining your list of contacts who have unsubscribed is just as important as including the button in the first place. Send another email to someone who has already unsubscribed from a previous message, and they won't just unsubscribe again - they will mark your message as spam, which, as we explained above, can lead to a chain reaction that ultimately leaves you blacklisted. 

Landing in the spam folder is the worst thing that could happen to your email. To learn more about how CRMs can help you avoid that dreaded situation, contact us today!

Visit dentallabsupport.com or call 1-888-715-9099 for more information.