Good email marketing messages don’t end up in SPAM folder purgatory.

For those of you who have already your email marketing tool in place and your targeted list developed, keep the following in mind before clicking “send.”*

*For those who are just getting started with email marketing, be sure to check out our blog for upcoming posts featuring tips on finding the right email marketing tool, building a targeted list and using analytics to evaluate message effectiveness.

Start with the subject.
First impressions are everything. That means nailing your subject line is of the utmost importance, otherwise your carefully crafted message may end up unopened or deleted. The most important thing is that your subject line is clear, concise and offers at least some hint of what to expect within the email. If you have a publication that’s sent out often, such as a newsletter, consider branding it in the subject line so it’ll stand out amongst the inbox clutter or, heaven forbid, if it lands in a spam folder.

Speaking of spam, some things are best left out of a subject line or your message may meet its untimely demise in the bowels of a spam filter. For instance, try to steer clear of words or phrases like “limited time offer,” “free” and “Viagra.” Unfortunately for that certain little blue pill, these terms are red flags.

Keep it personal.
Although the robot rebellion has yet to occur, automatons generate little trust or goodwill. Give your email a personal touch by having it come from a real person at your company. Email addresses like info@company.com or enews@company.com are anything but inviting. In fact, the only invitation those would get is an invitation to the spam folder party.

Make your pictures visible, but don’t make them the point.
Some email clients automatically strip out images, leaving, essentially, a plain text version of your message. This can really derail the appearance of your message and potentially harm its effectiveness. If you’re sending out an enewsletter and graphics are an important part of its content, make sure you include a link at the top of your email that directs people to a web-based version of it. However, this in no way guarantees people will actually click the link. So, hedge your bets and make sure your entire email isn’t an image. If you decide to use a background image, make sure you’re cognizant of how and if your text will appear on a non-image background.

Segment your list.
A long list of recipients is all very well and fine, but there’s a good chance not all of them are interested in the same things. So try to break it down into logical segments. This allows you to tailor your message to smaller groups of people who may have an interest in your promotion or message. It may take some additional work up-front, but by making your message relevant to these segments, you’re increasing the probability of your message being opened and action being taken. As well as showing your recipients that you’ve made a concerted effort to not waste their time.

Focus your message.
With a seemingly unlimited supply of space for messaging, it’s tempting to go overboard. Just because you can fit 53 marketing messages or offers in your email, doesn’t mean you should. Try to have one central, strong offer. This cuts down on the probability that your recipient will curl up in a ball, rocking and crying from information overload. If you do have a lot to say, send messages more often (not five-times-a-day more often) or consider exploring other forms of communication, such as a blog or a Twitter account.

Set up a schedule.
Part of the appeal of email marketing is being able to frequently contact your customers. Small caveat, frequently doesn’t necessarily mean all the time. Establish a frequency that works for you and makes sense given the information you want to distribute. There’s no blanket rule for how often is appropriate. However, it is critical that whatever schedule you decide to set up, you’re consistent with it.

Send it on the right day.
As with most things, timing is everything. This decision is typically contingent upon your recipients and the subject matter of your messages, but there are some rules of thumb. If you’re sending to a personal email address, Saturday typically has the best open rates. However, if you’re sending to a person’s work email address, Tuesday and Wednesday are your best bets. Avoid Mondays because people are busy catching up from the weekend. Avoid Thursday and Friday, because people are getting ready for the weekend. If your promotion has a time limit, make sure your recipients will actually have a chance to open your email before it expires.

Without a carefully planned email campaign, email marketing really is a crapshoot. But with a little time and effort, you’ll find this to be a fantastic, economical tool for your marketing arsenal.