Email continues to be a great source of revenue for Internet retailers, but deliverability is still a challenge. Many retailers avoid certain words in emails in a hope of getting them past spam filters. However, according to a recent study from Lyris, tweaking the content of your emails will likely make little impact on your deliverability rate.
On the other hand, making two simple changes can greatly improve your chance of getting your email in front of your customer.
1) Avoid excessive images. Not only do images trigger spam filters, but more and more email clients are blocking images anyway.
2) Avoid using a “From Name” that contains letters and symbols rather than an actual name.
ISPs are automatically rejecting less email than they have in the past, but are giving their customers the ability to label email as spam on an individual basis. As a result, the study recommends that retailers do everything possible to help their customers understand that the email is from a legitimate company. That includes using the brand name in text even if the brand is displayed as an image already.