How the Content of Your Email Will Land Your Email in the Junk Folder

In sales, a “hook” is something catchy or enticing that attracts attention and, hopefully, leads to a mutually beneficial business transaction. However, the term also has an older and far less positive connotation.

During the vaudeville shows of years past, acts that didn’t immediately capture the audience’s favor were pulled off the stage with a long-handled hook. No second chance to show their stuff. Exit stage left.

So how do you make sure your “hook” is good enough to keep you from being “hooked” like those performers of the past? Let’s say you have crafted the perfect subject line for your email. Is that enough to keep you center stage so you can seal the deal?

Absolutely not. Every word, every phrase, in the content of your email has to be carefully chosen.

Spam filters are becoming smarter and more efficient. They have to. According to a report on NBC Nightly News, the number of spam emails in 2015 doubled, soaring from 30 billion to 60 billion. The use of Artificial Intelligence in monitoring emails has created filters that have the ability to adapt to any attempts to deceive the system.

Here are a few suggestions to help you get your message delivered and not dumped:

  1. Don’t show it; say it. A picture may be worth a thousand words, but a single image in the body of your email will almost surely send you directly to the junk folder.
  2. Don’t repeat yourself. If you use the same wording in your content that you used in your subject line, your message will most likely be flagged as spam.
  3. Don’t be long-winded. Keep your content concise and clear. More than 750 words of content will target you as spam that must be sent to the internet landfill.
  4. Don’t use “do not pass go” words. These are the words you have been warned against using in your subject lines. “Free,” “Guaranteed,” “Winner” and the like will be picked up by spam filters and your message will be trashed.

  5. Do look into some of the programs and websites that offer the opportunity (some without charge) for you to discover possible problems before you send your emails. Here are some that might work:
    • – This tool enables you to send your email to, and then click “View Report” to receive your full analysis of their SPF records, their headers, and the reputation of your outbound IP.
    • – This tool enables you to run a free report that monitors delivery performance that includes deliverability scoring, layout, link quality and vocabulary analysis, and more. You can also purchase additional features for a paid plan.
    • – This simple email testing tool tests your email on 47 different email clients and mobile devices, including Mail Chimp, Marketo, Vertical Response, and more.

How the Subject of Your Email Will Get You in Trouble


Will the emails you send delight the recipient, or will they be deleted? What shows up in the subject line can make all the difference.

When you invest time, talent and finances in developing a carefully devised marketing plan, you count on a healthy return. It is essential that the words in the subject lines of your emails work for you, not against you.

Here are a handful of suggestions to help your offers receive the consideration your hard work deserves.

1. Don’t do this anymore!!!!!!!!!!!!

Excitement about your product or service is a wonderful thing. Using a series of exclamation points to express your excitement? Not so much. Don’t try so hard. It makes your email look more like a note passed during your seventh grade Social Studies class than important information you your clients can use to be more successful.

2. A tired line won’t get you a date or make your reader open your message.

Using slang or pick-up-type sales lines in your subject line is just cray-cray. Wouldn’t you show up for a business meeting dressed for success? Shouldn’t your message arrive addressed for success? Your subject line should create a positive first impression.

3. “Re” is not just a sound between do and mi; in your subject line, it may stand between your email being read or hitting a sour note.

People are wary of email senders who use “re:” in the subject line to try to trick them into thinking an email is part of an ongoing conversation. They are too savvy to fall for that, and they don’t necessarily trust businesses that underestimate them.

4. Promises. Promises. “Guarantee” will turn off your clients or customers almost as much as “Pinkie Swear.”

Let them read what you have to offer. Inform them, educate them, inspire and encourage them. That’s your job. That’s your goal. They don’t need or want a guarantee before they understand why they need you. Get them inside your message. And then, be sure you fulfill any promise you make.

5. Your going too need to bee sure to check your spelling punctuation and grammar.

That first impression we talked about in the second suggestion will be irreparably damaged if your subject line reads like it is just screaming for some heavy red pencil work. Your email will earn an immediate “D” for Delete.

Knowing what not to do in a subject line will take you one step closer to showing your prospect what you can do for them.

Avoiding the Dreaded Spam Folder Once and For All

According to Entrepreneur Magazine, the average person receives 121 emails a day. The Direct Marketing Association says the ROI on email marketing is 4300% percent. Emails can let consumers know what you have to offer and encourage them to purchase.

Your emails can educate, inform, encourage and convert prospects into customers. That’s the good news. The not so good news is – many of the emails you send will never reach their intended recipients.

In 2015, 20-25% of all business emails in the United States went straight to spam folders. That is a higher percentage than 2014; it is very likely the percentage will continue to grow through 2016.

People are tired of unsolicited and misleading emails. They delete them, complain about them, and avoid dealing with the companies that send them. Complaints lead to the development and usage of increasingly more efficient spam filters.

So, how do you make sure your carefully crafted messages get through to the people you want to reach?

Here are some of the most important Do’s and Dont’s!

Avoid the following:

  1. WHAT DOES THIS MESSAGE HAVE IN COMMON WITH THE FAVORITE CANNED MEAT PRODUCT OF HAWAII? You’ve got it! Spam. Sentences in all caps are perceived as yelling. Would open the door to a salesperson whose every word was in decibels that hurt your ears? Most likely not. And spam filters are going to send emails that are full of caps straight to Never Never Land, a/k/a the spam folder.
  2. I can’t use all caps, but see my enthusiasm about saving you $$$$$!!!! Too many exclamation points and other punctuation marks are going to tank your message. Even if your email is full of great value, and something to be that excited about, it is never going to make it to the inbox.
  3. “Dear Friend, your last chance for guaranteed weight loss program. Free sample.” These words and phrases guarantee the fast track to the spam folder. These can also change over time. It is a good idea to stay up to date with the words that are the “flavor of the day” and avoid them.
  4. Attached you will find… If you are sending emails to new contacts, it is very likely that those containing an attachment, or even the word “attachment” in the subject line, will end up in the spam folder. Some real spam emails use attachments as a Trojan horse to enter a computer and cause damage. If you are sending an attachment to a regular customer, it should go through.
  5. Too many different colors and fonts in your email. Our advice? K.I.S.S. Keep It Successfully Simple. Some color and/or a different font for emphasis can be eye catching. Just don’t over do it.
  6. Make sure you use graphics judiciously. Emails with only a graphic, and no copy in the body, will go straight to the spam folder.
  7. Don’t keep knocking indefinitely on doors that don’t open. If you are unsuccessful in obtaining a response after 4 or 5 emails, stop.

Now that we’ve shared some of the most important things to avoid when you create your emails, let’s look at some ideas to help you make it much more likely your emails will avoid the spam folder and be read by the customer.

Try these suggestions:


  1. Place a link in the body of the email instead of using an attachment.
  2. Take a quick trip through your own “Spam” folder for patterns to avoid in the emails you send.
  3. Personalize the messages you send.
  4. Don’t keep knocking indefinitely on doors that don’t open. If you are unsuccessful in obtaining a response after 4 or 5 emails, stop.
  5. Offer valuable content in your emails. Short newsletters, coupons, reviews, etc. will help make your emails the ones people will want to open.
  6. Make it easy for customers to unsubscribe from your emails. What? The email finally got opened and we are going to make it easy for them to leave? The truth is, it is better for them to leave than to continue to receive emails they send to spam themselves, or delete without opening.
  7. Make sure what you promise in the subject line is what you deliver in the body of your email.

The Top Authoritative Words That Wins On Social Media


Boring. How often do you hear this word? Did you know that there are three types of boredom, and they all have something to do with not being able to hold a person’s attention? A boring vocabulary is the complete opposite of power words. Power words are authoritative, compelling, and have the ability to engage an audience and get them to act or respond.

Do you have a nonprofit organization? Are you dying to have more subscribers, followers, and friends? Then, you need to harness the use of power words. It is a science – the science of effective communications and the psychology of writing headlines and excellent copy.

With a skill at using power words, you can make a difference.

Here are 30 of the most powerful words you can write or say that will inspire and draw more people to your cause.

They are:

  1. You
  2. Now
  3. Proven
  4. Exclusive
  5. Free
  6. Easy
  7. Hurry
  8. Power
  9. Bonus
  10. Create
  11. Discover
  12. Inspire
  13. Imagine
  14. Increase
  15. Learn
  16. Try
  17. Results
  18. Promote
  19. Improvement
  20. Announcing
  21. Challenge
  22. Revolutionary
  23. Remarkable
  24. Sensational
  25. Join
  26. Become a Member
  27. Click
  28. How To
  29. Tell Us
  30. Donate

Using these words in your content will add an element of persuasion and clarity. Most of them are among the oldest words in the English language. They are simple, widely known, recognized, used, and they pack a power punch of a message.

Billions of dollars and millions of social media Shares have been generated by these words. They can lead to a conversion rate increase of over 100%. They are known to elicit positive reaction and emotion from its readers and audience.

Powerful words will wake up your audience. They will drive behavior, but you have to use them properly. Abusing these words by using them ALL THE TIME is wrong. It’s persuasion of the worst kind.

To use power words, you need to know your audience, know what they want and phrase your content in a way that is appealing to them.

If you plan on writing content, you can pick a few juicy power words and place them intelligently in the following places:

  • In the Title
  • In your social headlines
  • In your subject/topic line
  • In the first and the last paragraphs
  • In your comments section
  • In your Call To Action

Done with taste and restraint, power words will have an incredible impact on your social media accounts. You will be able to touch your audience and get them to act.