• Mikey Ryu
• October 17, 2023
• 0

Ensuring Deliverability and Avoiding the Spam Folder

How to Increase the Deliverability of Your Emails?

In the world of email marketing, there’s no sweeter sound than the notification of a successfully delivered email. But, what happens when your well-crafted email lands in the dreaded spam folder, where it’s rarely seen by your intended audience? It’s a common headache for email marketers, but there are steps you can take to ensure your emails get delivered to the inbox rather than the spam folder. In this blog, we’ll explore the best practices to ensure deliverability and avoid the spam folder.

Build a High-Quality Email List:

Start with a clean and high-quality email list. This means collecting email addresses from individuals who have willingly opted in to receive your emails. Avoid purchasing or using third-party lists, as they often contain outdated or unverified addresses. Building an organic list of engaged subscribers is the first step to avoiding the spam folder.

Authenticate Your Emails:

Email authentication is crucial to ensure your emails are trusted by email service providers (ESPs). Implement Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-Based Message Authentication, Reporting, and Conformance (DMARC) protocols. These protocols help verify that your emails are coming from legitimate sources.

Use a Recognizable “From” Name and Address:

The “From” name and email address you use should be instantly recognizable to your subscribers. Avoid using obscure or generic addresses. Use a name and address associated with your brand or organization to build trust and recognition.

Craft Engaging and Relevant Content:

The content of your emails plays a significant role in deliverability. Create engaging, relevant, and valuable content that your subscribers want to receive. Irrelevant or overly promotional content can trigger spam filters. Personalization and segmentation can also help tailor your content to your audience’s preferences.

Mind Your Subject Line:

A deceptive or overly aggressive subject line can land your email in the spam folder. Be transparent and avoid clickbait tactics. Your subject line should accurately represent the content of the email and pique the recipient’s interest.

Avoid Spam Trigger Words:

Certain words and phrases are notorious for triggering spam filters. Words like “free,” “guarantee,” “click here,” and excessive use of exclamation marks can set off alarms. While these words aren’t always the problem, use them sparingly and avoid them when possible.

Optimise HTML and Plain Text Versions:

Ensure your email has both HTML and plain text versions. Some recipients may prefer plain text emails or have email clients that can’t display HTML properly. Providing both versions ensures your content is accessible to a wider audience.

Pay Attention to HTML Structure:

Well-structured HTML is important for email deliverability. Avoid excessive use of tables, which can trigger spam filters. Use responsive design to ensure your emails look good on various devices.

Manage Unsubscribes and Bounces:

Make it easy for recipients to unsubscribe from your emails. Honouring unsubscribe requests promptly builds trust and can prevent recipients from marking your emails as spam. Regularly clean your email list to remove hard bounces and inactive subscribers.

Test Your Emails:

Before sending out a campaign, test your emails using spam filter tests and email rendering tools. These tests can identify potential issues and help you fine-tune your emails to avoid spam filters.

Monitor Your Sending Frequency:

Sending emails too frequently can annoy your subscribers and lead to spam complaints. Find the right balance that works for your audience and stick to a consistent sending schedule.

Use a Reputable Email Service Provider (ESP):

Choose an ESP with a good sender reputation. Reputable ESPs have established relationships with ISPs, which can positively impact deliverability.

Monitor Deliverability Metrics:

Pay attention to key metrics like open rates, click-through rates, bounce rates, and spam complaints. Monitoring these metrics helps you identify issues early and make necessary adjustments.

In conclusion, ensuring email deliverability and avoiding the spam folder requires a combination of technical measures, content best practices, and maintaining a good sender reputation. By following these best practices, you can increase the chances of your emails reaching the inbox and, in turn, engage with your audience effectively through your email marketing campaigns. Remember, an engaged and happy audience is the key to successful email marketing.