Email marketers should steer clear of over-used words or phrases if they do not want to be picked up as spam by search engines, or worse still customers themselves, one expert has warned.

Karla Jo Helms, vice president of public relations at PostcardMania, has cited the bad wording of messages that make them appear as spam as one of the most common errors in the email marketing sector.

She cited the advice from sales and marketing expert Patrick Valtin that wording that seems “too hot or too juicy is looked upon as spam by search engine spiders”.

Ms Helms has highlighted the benefits of giving consumers a sample or incentive to buy a product or sign up for a mailing list.

“Those emails that do attract your attention and entice you by putting that cookie in front of you to nibble on – those are the successful approaches,” she said.

PostcardMania specialises in postcard marketing, which experts are tipping as the next trend in direct mail techniques.

Related Topics: General Marketing