Bri Williams says, “One of the problems we have to overcome when corresponding with our customers is ending up in spam.

Now, I’m no technical expert, so I can’t tell you anything about algorithms or spam filters. What I can tell you is how to structure the email and your message so if your customer reads it they don’t think it might be spam.


Here’s the example that got me thinking about this problem. The email was in my spam folder that I check every few days just to make sure my inheritance is still on the way and I can get an enlargement anytime.

The email is from a directory in which I am listed. At least, I think it’s from a directory in which I am listed because I haven’t been willing to click the Call to Action (CTA) button to find out. Strike one for their conversion.

Here’s a run down on what they got right and where it went wrong.


One thing you must do is ensure your email carries branding, including your name, logo and most importantly, contact details. I have obscured these elements in the example, but rest assured this business has done the right thing and included these identity markers”.

De-spam your email to increase conversion

Smart Company

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