Did you know that only 79 percent of emails from legitimate marketers reach their customers’ inbox? That means one in five emails never sees the light of day. Instead, they can land in the junk folder as spam. That’s bad news for your email marketing campaigns. But there are things you can do to avoid a trip to the dreaded land of junk mail.

Here are some tips to writing emails that make it to their inbox destination safely. That’s where your customers can open it and take action.

• Knock before entering – You’re more likely to open an email from someone you know. So avoid blasting out a message using an email list you just purchased. Establish a connection first. For example, your search engine ad might offer a newsletter with helpful back-to-school tips. People would then provide their email address to sign up. Ask them to add your email to their address book.
• Speak mobile – More often emails are being read on mobile devices. So make sure your emails can be easily read on smartphones and tablets. Test it first. See if the font is too small. How easy is it to click on the call-to-action button? Most email services offer templates that are “responsive” so your content is automatically arranged to be easily read on whatever device your customers are using.
• Say my name – If you’re emailing current customers, you know their first name. So use it in your email. That kind of personalization helps customers feel like you’re talking to them, not the masses. Many email programs allow you to use customized fields, like first name, when you upload your email list. Be sure to try it out first before sending it.
• Know the rules – Besides avoiding the junk folder, there’s another reason not to send spam. It’s against the law. The CAN-SPAM Act lays out regulations for electronic email messages. Penalties can be up to $16,000. Being an offender can also put you on the email version of the “no fly” list and email providers will block your messages.
• Don’t dawdle – The best time to talk to a potential customer is when they’re interested. So if you get a response to an email, respond quickly. That means checking your inbox regularly for responses. Consider setting up automated emails that immediately acknowledge that you’ve received their email and that you will respond soon.
• Break it down – Avoid sending the same email to all of your contacts. Instead, break it down into smaller lists. That will allow you to segment your content so it’s more meaningful. For example, you can offer a pre-sale to A-list customers, announce a popular offering to a new customer, and remind the ones who haven’t purchased in a while. And sending to a smaller list means you’ll look less like a spammer to email servers.Want more ideas to improve your email results? Take a look at this resource. Find out how you stack up against others in your industry and learn how to improve your campaigns.