eBuzz - Beware of Subject-Line Spam Confusion!

Beware of Subject-Line Spam Confusion!

As our VP of Communications would say, words count. What's in the news this week is the concern, expressed by Stefan Pollard over at Click-Z, that legitimate subject lines used in email campaigns can (and do) often look like spam.

"The subject line," writes Pollard, "is the first line of defense against mistaken identity. That means you must work harder than ever and get even more creative to outwit spammers. Not only must subject lines be eye-catching, informative, and brief, they must also assure recipients they come from a trusted source."

At eWayDirect, we often work with clients to make sure that their creative works, and works well. The subject line of emails (especially - but by no means only - for those companies where spam is prevalent, in particular technological companies and pharmaceutical companies) should be the focus of even more attention than ever.

We've seen how results can change on resends with only a change of subject line; it's been clear for some time that there's a lot riding on a subject line. And now it seems that there's even more: maintaining the public view of the legitimacy of the source of an email.

The bottom line? Be creative, but be careful. Don't use odd symbols or exclamation marks to attract attention. Stay away from spam buzzwords and have a several pairs of eyes read your subject lines before they go out: they could catch a hidden meaning that you just don't see.

While eWayDirect's emessaging technology has all the bells and whistles, it is in areas where there are the greatest challenges that we really stand out. We provide third party audited reporting on inbox deliverability and content rendering in real time. This information allows us to work closely with the ISPs on a continuing basis to get the mail into inboxes — and there is not additional charge for this service. There is no guesswork involved.

We also review your acquisition program strategy for best practices and make recommendations that will improve your acquisition program performance and your deliverability.

We are far more than an email service provider (ESP) — we are your emessaging partner, working with your strategically and on the execution side to deliver outstanding measurable results.

And that's our take on the news today!

Click here to return to eBuzz Archives