If you're trying to reach your customers seeking built environment services, you don't want want your email marketing campaign to come across as spam.  That said, if you're overly excited about your architectural, interior design or design-build services (as you should be), you need to convey it properly to your audience. Otherwise, your message will be marked as spam and your potential customers may never see what you were trying to show them.
Looking for a few ways to keep your email marketing letters out of the spam box?  Here are some easy solutions that you'll definitely want to pay attention to!

Proper Address

We don't mean that you need to know where your consumers live, or even which email address is correct to send your information.  The former is irrelevant (at least in the case of email marketing), and the latter is something you have already obtained.  What we're talking about is addressing your email with the proper name of the recipient.  Sure, if you're sending your notes to five or six people, you can personally address them to Jane or John, but in all likelihood, you'll be sending mass emails.  The catch here is that you don't want them to appear as though they're part of a mass-mailing campaign.  Use tools that include mail merge capabilities so your emails can include the name of the person to whom your letter should properly be addressed.

Comply with the Can-Spam Act Spam

Unless your is something that people do not want to be bothered with. Unless of course you're Eric Idle.  The Can-Spam Act requires that you offer your audience an ability to opt-out of your email offerings.  Here are some things to pay attention to with regard to this legislation:

• Do not use a false or misleading subject line
• Do not create a header that can be misleading
• If you're advertising something in your email, you must clearly tell your audience that this is an advertisement
• Make sure your location is included in the email
• Give your recipients a clear opt-out link
• If someone opts-out, comply with their request immediately!  You legally have only ten days to comply with this request
• Be in-the-know about what your staff and contractors do and say on your behalf

A Picture is Worth at Least a Click Through  

If your email marketing is based on photos, make sure that you include a few lines about what each picture is about, how it's relevant to your business, and/or why you've included it.  Image-only emails aren't likely to survive the spam folder so dont just send that .jpg or .png file of your latest print advertisement. It may not get through.

Size Does Matter

Documents, attachments, and emails that are too large are an instant red flag that they don't belong in a consumer's inbox.  Don't be afraid to send attachments - just keep in mind that things like zip files never belong in an email campaign.  You'll also want to steer clear of sending emails that only contain attachments.

Utilize Tools

There are plenty of tools that can help you determine where you land on the spam scale.  You can use a tool whereby you send your email to an email address and receive a score, or you can choose to submit your email to a website for feedback.  Consider using an email spam checker like Contactology or IsNotSpam to ensure your email is getting through to prospects.

About Michael Conway

I'm the owner and strategist at Means-of-Production. My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one marketing tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition.