10 Tips to Stop Your Emails From Going to Spam

10TipstoStopYourEmailsFromGoingtoSpam

Areyousickofyourtrustworthyemailsendingupinthespamfolder?Wecanassistyou

Someemailsshouldgointospam,whileothersshouldn’t.Weenjoyboththeartandscienceofunderstandinghowtopreventemailsfromgoing tospam

Itmightbedishearteningforsendersofallkindsthatemaildeliverabilityisnotanexactscience Severalfactors,includingthehealthofyour emaillistandthestatusofyourauthentication,cancauseyoutomistakenlylandinthespamfolderforemails However,thereareafewtriedand-truestrategiesthatcanhelpyouquicklyreturntoyouremail.

Howtokeepyouremailsintheinboxandoutofthespamfolder

Emaildeliveryproblemsaffecteveryone,evenseasonedemailmarketers Wecanhelpwiththat!We’reheretoassistyouinavoidingthespam folderentirelyandreturningittotheinbox

We’llgothroughsomeofourgreatesttipsinthisarticletohelpyousendmessagesthatwon’tgetcaughtinspamltersandreachtheirintended recipients Findinstructionsonhowtoperformthefollowing:

1

2

8 Tracktheanalyticsforyouremailinteraction

9 Sendappropriatematerial

10 Usespamlters

Howtostopemailsfrombeingspam

1 Createyourownemaildatabase

Emailcontentisessentialforinformingstakeholdersofcriticalinformation,conrmingshipments,sendingsecurityalerts,andotherthings

However,itwon’tbeofanyusetoyourrecipientsiftheirinboxesaren’tlledwiththeemails,oriftheyaredeliveredtoanaudiencethatisn’t interestedinwhatyouhavetosay Alwaysavoid: usingathirdparty’semailthatyou’verented,bought,orco-registered Utilizingorsharingalistwithapartner

Avoidemailharvesting,whichinvolvesscrapingemailsorapplyingarobottogatheremails,asitwillimmediatelylandyouinthespamfolder

Toguaranteeinteraction,youneedanemaillistofpeoplewhoareeagertoreceiveyourmessages.Buildingyouremaillistnaturallyistherefore inyourlong-termbestinterests.Althoughitmaynotbethesimplestorquickestmethod,itisdenitelythemostsuccessful.

2.Giveadoubleopt-inoption

Inordertocreateastrong,long-lastingemaillist,itisessentialtoconrmrecipientregistrationandopt-in.Bysendingsubscribersa conrmationorwelcomeemailthattakesaction typicallyintheformofacheckboxorlinkacceptingtoterms youcanensurethatsubscribers havegiventheirpermissiontoreceiveyourmessages Oncetheydothis,theyareaddedtoyourmailinglist

Doubleopt-inensuresthatrecipientsaretrulyinterestedinreceivingyouremails,maintaininghighdeliveryandengagementrateswhile reducingyourexposuretospamtraps.

3.Verifyyouremail

Emailauthenticationmightbechallenging,butit’sessentialtoconrmyouridentityandtheemailsyou’resendingarevalid.Inboxprovidersare morelikelytodeliverauthenticatedmaildirectlyintotheinboxbecausetheytrustitmorethanunauthenticatedmail

Thefourapproacheslistedbelowauthenticateyouremailandarehelpfulforprovingtoserviceprovidersthatitisdeservingoftheinboxandnot thespamfolder:

SenderPolicyFramework(SPF)veriesyouridentitybyanalyzingthesender’sIP,whichcanbefoundinthedomain’sDNSrecord,withalist ofIPseligibletosendfromthatdomain.

DomainKeysIdentiedMail(DKIM)isusedinordertopreventemailfrombeingchangedwhenit’sbeingtransmittedorsent

Domain-BasedMessageAuthentication,Reporting&Conformance(DMARC)maximizestheeffectivenessofDKIMandSPFbyenablingboth tosendandreceivemail.

BrandIndicatorsforMessageIdentication(BIMI)helpsreceiversrecognizeyouremailsmoreeasilybyaddingyourcompany’slogotoyour emails

Althoughitisthesender’sresponsibilitytousetheseauthenticationmethods,SMTPMastermighthelpyouingettingstartedwitheach

4 Regularlycleanyouremaillist

Witheachrecipientthatunsubscribesfromyourlist,youremaillistandsubscriberbaseautomaticallyuctuates It’sacceptableifsomepeople simplydon’twanttoreceiveyouremails!Theamountofcontactsonyourlistissignicantlylessimportantandvaluablethanthequalityofyour list

Whilesomepeoplemightchoosetounsubscribe,othersmightchoosetoignoreormarkyouremailsasspam Thislowersyoursending reputationandreducesthechancethatrecipients,especiallythosewhointeractwithyouremails,willreceivethem Asmalleremaillistwith higheruserengagementisalwaysmoreefcientthanalargerlistwithloweruserengagement.

Donottakeitpersonally;keepinmindthatemaillistturnoveriscommon Youwillseeincreaseddeliveryratestotheinboxifyouareproactive andorganizeyourlist

5 Keepaneyeonyourreputationandavoiddeclinelists

Youremaildomainhasasendingreputationthatisconnectedtoit,andifthatreputationstartstodecline,youcouldenduponanemaildenylist Eventhemostcarefulandwell-intentionedsendersoccasionallyndthemselvesonanemaildenylist Usingthefollowingsendingtechniques willloweryourchanceofbeingaddedtoadenylist:

Tomakesureyourrecipientsareinterested,useveriedopt-inordoubleopt-in.

Toeliminateconrmedinactivesubscribers,implementasunsetpolicy

Utilizereal-timeaddressvalidationtolowerthepossibilityofincorrectemailsortyposmakingitontoyouremaillist

Anyindicationsthatyoumightbeonadenylistwillbeknowntoyouifyoukeepaneyeonyourdeliveryrates.

6.FollowInternetprivacyregulations

Althoughcompliancedoesnotensureemaildelivery,itcanassistyouingettingbeyondsomeinternetserviceprovider(ISP)barriers.Internet privacyregulationshaveexplodedgloballyduringthepast20years ControllingtheAssaultofNon-SolicitedPornographyandMarketing(CANSPAM),theCanadaAnti-SpamLaw(CASL),theGeneralDataProtectionRegulation(GDPR),andtheCaliforniaConsumerProtectionAct(CCPA) arethemostsignicantpiecesoflawformarketersandsenders Allcommercialemailisgovernedbytheserules,solet’sgooverwhateach requiresofsenders

CAN-SPAM

TheControllingtheAssaultofNon-SolicitedPornographyandMarketingActof2003,oftenknownastheCAN-SPAMAct,safeguardsreceivers’ privacybyrequiringsenderstocomplywithasetofsendingrestrictionsandstandardsintendedtolteroutspammers

CommercialcommunicationsarerequiredbyCAN-SPAMtostayawayfrommisleadingreceiversbyexplicitlydeclaringtheobjectiveofemails, respectingtheirpreferences,andbeingopenandhonestthroughoutthesendingprocess

CASL

SimilartoCAN-SPAM,theCanadaAnti-SpamLaw(CASL)alsoaimstoimprovetheinteractionbetweensendersandrecipients TheCASLclearly appliestocommercialelectronicmessages(CEMs),whicharedescribedas“anyelectronicmessagethatencouragesparticipationina commercialactivity,regardlessofwhetherthereisanexpectationofprot”

GDPR

TheGeneralDataProtectionRegulation(GDPR),whichwasintroducedin2016,isundoubtedlyoneofthemostdiscussedpiecesofprivacy policyinrecentyears AlloftheEUissubjecttoitsrules,thereforeanyonesendingemailsthereneedstocomply

TheGDPRrequiresbusinessestobeupfrontabouthowtheyusepersonaldatainordertogiveEUcitizensmorecontroloverit Theregulation’s toughdataprocessingrules,whichincludewhereandhowpersonaldataisheldandusedaswellasmaintainingthesecurityofthatdata,mustbe compliedwithbybusinessesoperatingwithintheEU.

CCPA

TheCaliforniaConsumerProtectionAct(CCPA),whichgivesusersmorecontroloverhowtheirdataisused,seemstobethelogicalcontinuation oftheaforementionedprivacylaws Itonlyappliestocompaniesthattwithincertaincategories,though TheCCPA’sregulationsonlyapplyto oneofthefollowingsituationsforbusinesses:

1 Thecompany’sannualrevenueismorethan$25million

2 Aminimumof50,000individuals,households,ordevices’personalinformationareacquired,received,orsoldbythecompany

3.Thecompanyclaimsthatthesaleofcustomers’personalinformationgeneratesatleast50%ofitsyearlyrevenue.

It’simportanttokeepinmindthatfollowingtherulesofonepieceofregulationdoesnotensurefollowingtherulesofanother.

7 Provideacenterforemailpreference

Preferencecentersgivebothnewandcurrentsubscriberstheoptiontocustomizehowfrequentlytheyreceiveyouremails.

Youlowerthepossibilitythatsubscribersmayagyouremailsasspambygivingthemtheoptiontochoosehowandwhenyoucontactthem

Makethepreferencecentervisibleandsimpletondtoreducefriction Byremovingbarrierslikethis,youmayactuallyimproverecipient engagementandkeepyourcommunicationsintheirinboxes.

8 Tracktheanalyticsforyouremailinteraction

Thetried-and-truemethodtodeterminehowyouremailprogramisdevelopingandgettingbetteristhroughmetricsandemailperformance Youmustrstgraspyourbaselinemeasurementsbecauseeveryonemuststartsomewherebeforeusingthesekeyperformanceindicators

Startwiththesefundamentalmetrics:

Spamcomplaints

Openrates

Click-throughrates

Deliveryrates

Whenyoubeginmonitoringthesemetrics,don’tgetworriedifyouseeanytroublingtendencies Themostcrucialthingyoucandotosolvethe issueistomoveswiftlyandcalmly Inthiscase,ifyouropenratesaredecreasing,checkyoursubjectlinesandemailfrequency These2factors frequentlyhavethebiggesteffectsonthisstatistic.

Usegenuinecontentandrecipientswhentestingemails Someprocedures,suchasseedtesting,letsenderstestemailssenttosmallgroupsof recipientstolearnhowanISPwillreact,buttheydon’talwaysofferacompleteanalysis Avoidputtingallofyoureggsinonebasketherebecause eachISPconsidersseedtestingdifferently Sendteststogenuinerecipientstogainamorerealisticfeelofhowthey’llreactbecause,inthe majorityofcases,seedtestinggivessendersafalsesenseofsecurity

9 Sendappropriatecontent

Sendingrecipientssuitable,engagingmaterialisthebasisofanyeffectiveemailcampaign Thisinvolvesbeingpurposefulinyoursendinghabits andavoidingsendingonlyforthesakeofsending.Wedon’twantyourengagementtosufferasaresultofaimlesssending.Yourrecipientsshould relatetotheemailsyousendthem otherwise,youfacethedangerofgettingignoredor,worse,addedtospam

Thinkaboutthefollowingbeforesendingyournextemailbeforeyoupushsend:

1 AmIsendingmyrecipientsanyfresh,urgent,oressentialinformation?

2 HaveIrecentlyprovidedanupdateonthissubject?Issendinganotherupdatenowtoosoon?

3 Doesthisinformationhavetobegiventoallofmysubscribers?ShouldImodifyaparticularsectionofmylistinstead?

4.WouldIvaluereceivingthisemailasarecipient?

Asyougrowtoknowyourrecipients,feelfreetotrynewthingsandexperimentwithdifferenttexttypesinordertodeterminewhatemail contentworksbestforyourbusiness

10 Usespamfilters

Spamcheckersareinternettoolsthatexamineyouremailsandshowapossibilitythatreceiverswillmarkthemasspam EventhoughISPs ultimatelydecidehowmessagesarescreened,spamcheckersfrequentlygivesenderspeaceofmindastheyplannewcampaigns

Realizinghowyouremailscanappearinfrontoftheselterscanhelpyoutroubleshootproactivelyandincreasethelikelihoodthatyour messageswillgetintheinboxthersttimeyousendthem.

Whydomyemailsendupinspam?

Yourbrandhasbeenrigorouslygatheringemailaddressestoverifythateveryaddressyoucommunicatetohasoptedin Yourmarketing communicationsfollowaregularcycle YoutakecaretoremoverecipientsofyouremailswhooptoutorbounceinaccordancewithCAN-SPAM andCASLguidelines

Yetsomeusershavecomplainedthatyouremailsareendingupinthespamfolder Evenworse,youareobservingafallinyouroverallopenrates However,youarenotaspammer Whatgives,then?

Youremailmostcertainlybelongstothecategoryof“graymail,”asitisknowninthebusiness Graymailisanemailthatisneitherspamnor desiredbyitsrecipients.Inanycase,itisnotalwaysdesired.

Graymailisgenerallydeliveredfromareliablesendertopeoplewhohaveoptedin,althoughittypicallyresultsinlowlevelsofinteraction fromrecipients

Senddesiredemails

Notlongago,themajorityofinboxprovidersclassiedemailsaseitherspamornotspam Anemailwouldberedirectedtothespamfolderifit appearedtobeharmfulorwhollyunsolicited.Ifanemailseemedtobesomethingthatrecipientshadagreedtoreceive,itwouldbedeliveredto

theirinbox

Inboxprovidershavediscoveredthatitisvitaltostopconsideringtheworldofspamasonethatisblackandwhiteandtoexpandtheirdenition ofwhatisandwhatisnotspamasthevolumeofemailsthattheordinarypersonreceiveskeepsincreasing Althoughmore“legal”emailsare beingsenttothespambinasaresultoftheirefforts,theintentionoftheseinboxprovidersisnottopunishmarketers.However,theywantto makesurethatonlyemailsthatarewantedreachtheinboxsothattheirclientswillkeepusingtheirservice It’scrucialtorememberthis concept

Howdoinboxserviceprovidersdecidewhatemailsarewantedandwhichonesarenot?

Dothepeopleyousendemailstoactuallyreadthem,ordotheyjustgetdeletedfromtheirinboxes?

Arepeopleaggingyourmessagesasspam?

Dotheyrespondtoyourmessages,forwardthemtofriends,ormovethemtoaninboxsectionotherthanthespamfolder?

AllofthesefactorsaretakenintoaccountbyinboxserviceproviderslikeGmailandYahootoestimatehowinterestedyourrecipientsareinyour messages.

Youremailwillappearhigherintheirinboxesiftheyreceivemoreencouraginginteractionsignalsfromyourmailings

Ontheotherhand,poorengagementsignalslikespamcomplaintsorahighnumberofunreademailscancausemoreofyourmessagestobe redirectedtothespamfolder.

Getridofemailhoneypots

IntheworldofIT,honeypotscansignifyavarietyofthingsdependingonhowtheyareused,butwhenitcomestoemail,ahoneypotsimply impliesatrap Honeypotsareinactivatedemailaddressesthatwerecreatedparticularlyasatechniquetocatchspammersintheactbecauseno oneactuallyusesthemandtheyhaveneveropted-intoanyemailcampaigns

Therefore,anyonewhosendsmailtotheseaddressesmaybeclassiedasaspammer

Harvestingemailsisoneofthemostpopularmethodsusedbyspammerstogetcontrolofhoneypotemailaccounts Theyattainthisby:

Purchasingorexchangingemailaddresslistswithotherspammers

usingspecializedtools(spambots)tocrawlwebsitesandcollectemailaddresses

Generatingemailguessesforeachtargeteddomainusingpopularusernames

Providingafreegoodorserviceinexchangeforanemailaddress

sendingmaliciousemailsthatlookforemailaddressesonyourserverorharddrive

Eventrustworthymailersoccasionallyobtainhoneypotsintheiremaildatabase Nomatterwhatyourpurposeis,sendingunsolicitedemailsis againsttheCAN-SPAMAct Therefore,it’scrucialthatyou:

Keepaneyeonthedeliverabilityofyouremails,andkeepyourlistclean

Examineyourresponseanalyticsandquicklydeletenon-respondersfromyourle

Verifyemailaddressesandmakesuretohaveauthorizationbeforesendinganything

Thedeliverabilityandresponseratesofyouremailsmaysufferifyoudon’tdothisbecauseitcouldleadtoyourIPbeingblocklistedordenied listing

StopemailsfromgoingtospamwithSMTPMaster

Everyaudienceisdistinctandhasadifferentpreferredsortofcontent,makingemailmarketingsuchachallengingendeavor It’sbestifyouhave athoroughunderstandingofyouraudience’semailpreferences

Youcanstartbyusingtheabovetacticstomeetyourtargetmarketwheretheyare Therestisuptoyou Yourchancesofavoidingspamlters andmakingittotheinboxincreasewithyouremailengagement,butit’suptoyoutokeepitthere

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