Steps To Avoid Your Greatest Email Threat - The Spam Folder
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Only 85% of marketing emails make it to a customer’s inbox
On average, one in six emails are blocked or ends up in spam
Let that sink in
The average open rate is 20%, if yours is lower, spam could be the reason
Keep reading to learn how to increase your deliverability rate
On average, one in six emails are blocked or ends up in spam
Let that sink in
The average open rate is 20%, if yours is lower, spam could be the reason
Keep reading to learn how to increase your deliverability rate
Why Do Emails Go To Spam Anyway?
Basically, very sophisticated spam filters exist for the sole purpose of weeding out emails
Not surprisingly, Gmail has the most advanced spam filters
To improve your email deliverability, you need to watch your subscriber’s engagement numbers.
Basically, very sophisticated spam filters exist for the sole purpose of weeding out emails
Not surprisingly, Gmail has the most advanced spam filters
To improve your email deliverability, you need to watch your subscriber’s engagement numbers.
To avoid the spam or promotions tab in Gmail, consider these 3 things:
1. Follow best email copywriting practices
2. Make email service provider modifications
3. Encourage engagement in your subject box and email
Let's dive into each...
1. Follow best email copywriting practices
2. Make email service provider modifications
3. Encourage engagement in your subject box and email
Let's dive into each...
Ditch Words Automatically Send To Spam
The content in the email is important, choose your words carefully
If you use words often associated with scams or spam, red flags will be sent triggering your email as spam
Avoid risky words and phrases that sound “too good to be true”
The content in the email is important, choose your words carefully
If you use words often associated with scams or spam, red flags will be sent triggering your email as spam
Avoid risky words and phrases that sound “too good to be true”
Examples of spam triggering worse include:
Free
Prize
Winner
Amazing
Toll-Free
Risk-Free
Click here
Guarantee
Dear friend
Great Offer
Promise you
This is not spam
Congratulations
Special promotion
Most email providers have built-in spam checkers testing for these words
Free
Prize
Winner
Amazing
Toll-Free
Risk-Free
Click here
Guarantee
Dear friend
Great Offer
Promise you
This is not spam
Congratulations
Special promotion
Most email providers have built-in spam checkers testing for these words
On top of triggering words, you must watch the tone of your copy.
NEVER USE ALL CAPS
Limit exclamation marks
It doesn’t get worse than mixing exclamation marks and all caps together.
NEVER USE ALL CAPS
Limit exclamation marks
It doesn’t get worse than mixing exclamation marks and all caps together.
Employ SPF, DKIM, and DMARC
What do these acronyms mean?
SPF- Stands for Sender Policy Framework, it’s basically an official seal that shows you are the authorized sender. Think of it like a “blue check”.
What do these acronyms mean?
SPF- Stands for Sender Policy Framework, it’s basically an official seal that shows you are the authorized sender. Think of it like a “blue check”.
DKIM- Stands for DomainKeys Identified Mail, and is no different than sending a letter certified mail with signature confirmation.
DMARC- Stands for Domain-Based Message Authentication, Reporting, and Conformance.
DMARC- Stands for Domain-Based Message Authentication, Reporting, and Conformance.
It verifies SPF and DKIM allowing the sender to tell the server where to send the emails that don’t pass.
DMARC is an extension of SPF and DKIM, with all 3 working together to prevent spam and ensure deliverability.
DMARC is an extension of SPF and DKIM, with all 3 working together to prevent spam and ensure deliverability.
In summary:
With these three services enabled it will show you are the actual sender and prove your identity has not been stolen.
If ISP’s believe your identity has been compromised, your emails won’t get through.
With these three services enabled it will show you are the actual sender and prove your identity has not been stolen.
If ISP’s believe your identity has been compromised, your emails won’t get through.
Don’t Email A Lot Of Inactive Subscribers
Spam algorithms are looking at the ratio of active to inactive email addresses
The more inactive addresses, the more likely to be flagged as spam
Clear up your address list to lower chances of being labeled spam
Spam algorithms are looking at the ratio of active to inactive email addresses
The more inactive addresses, the more likely to be flagged as spam
Clear up your address list to lower chances of being labeled spam
Do Email Active Subscribers More Often
The more you email active subscribers,
the less likely any will end up in the spam folder
I suggest email waves
The first wave to your most active subscribers
Wait for 3-5 hrs
Then email the second wave to your inactive subs
The more you email active subscribers,
the less likely any will end up in the spam folder
I suggest email waves
The first wave to your most active subscribers
Wait for 3-5 hrs
Then email the second wave to your inactive subs
Regularly Email Subscribers
A common strategy is to email as little as possible
This is the wrong mindset to have, if someone wants to hear from you, they’ll open them
Don’t pay for people who don’t want to hear from you
If you email too little, people will forget about you
A common strategy is to email as little as possible
This is the wrong mindset to have, if someone wants to hear from you, they’ll open them
Don’t pay for people who don’t want to hear from you
If you email too little, people will forget about you
Email subs at least once a week to make sure you’re remembered
Keep the elements of your emails similar
Such as…
Colors
Images
Typography
Writing Voice
Same “From” line
Have your emails match your website branding
Keep the elements of your emails similar
Such as…
Colors
Images
Typography
Writing Voice
Same “From” line
Have your emails match your website branding
Have Subscribers Reply To You
More engagement, less spam
If they reply to you, it’s a clear-cut guarantee to receive future emails
Two easy ways to get them to respond:
Ask them to respond to your email in your autoresponder
or
Ask them to introduce themselves to you
More engagement, less spam
If they reply to you, it’s a clear-cut guarantee to receive future emails
Two easy ways to get them to respond:
Ask them to respond to your email in your autoresponder
or
Ask them to introduce themselves to you
Opt For A Dedicated IP
If your email is lumped with others on the same IP address
the spam filters may flag even the best metrics
Prevent this by using email service providers like:
Drip
Aweber
Klaviyo
ConvertKit
If sending 200,000 emails a month, get a dedicated IP address
If your email is lumped with others on the same IP address
the spam filters may flag even the best metrics
Prevent this by using email service providers like:
Drip
Aweber
Klaviyo
ConvertKit
If sending 200,000 emails a month, get a dedicated IP address
Never Use Misleading Subjects
It’s actually illegal to use misleading subject lines to get subs to open your email.
Even if it wasn’t illegal,
it’s useless to use because once the reader sees they’ve been tricked they’ll never open your emails again
or mark them as spam.
It’s actually illegal to use misleading subject lines to get subs to open your email.
Even if it wasn’t illegal,
it’s useless to use because once the reader sees they’ve been tricked they’ll never open your emails again
or mark them as spam.
Be careful not to overhype your content and claims,
Don’t be too “click baity” with your subject lines.
Nothing is worth trashing your reputation with spam complaints.
Don’t be too “click baity” with your subject lines.
Nothing is worth trashing your reputation with spam complaints.
Instruct Subscribers To “Whitelist” Your Emails
Whitelisting is when people add your “from” address to their address book
This promises that future mails will dodge spam filters & land the Inbox tab
With the added benefit of increasing your sender reputation & delivery rates.
Whitelisting is when people add your “from” address to their address book
This promises that future mails will dodge spam filters & land the Inbox tab
With the added benefit of increasing your sender reputation & delivery rates.
Have Gmail Users Drag Emails To Primary Inbox
Gmail offers multiple tabs besides “inbox” and “spam” in which the email may land. (Tabs like “Social” or “Promotions”)
To ensure your emails land in the inbox, have users drag your first email into their Primary Inbox.
Gmail offers multiple tabs besides “inbox” and “spam” in which the email may land. (Tabs like “Social” or “Promotions”)
To ensure your emails land in the inbox, have users drag your first email into their Primary Inbox.
The process involves two steps:
1. Click the email inside the Promotions tab. Then drag and drop the email into the Primary tab.
2. A message will pop up asking if you would like to do the same action for future messages from this sender. Click “Yes”.
1. Click the email inside the Promotions tab. Then drag and drop the email into the Primary tab.
2. A message will pop up asking if you would like to do the same action for future messages from this sender. Click “Yes”.
Include Your Name In The “From” Box
Email services look at every part of the email, including the “from” box to evaluate credibility.
- Use the same “from” field names
- Use trustworthy “from” field names
- Never use generic sender names
- Never use obscure email addresses
Email services look at every part of the email, including the “from” box to evaluate credibility.
- Use the same “from” field names
- Use trustworthy “from” field names
- Never use generic sender names
- Never use obscure email addresses
The CAN-SPAM Act states that you “shouldn’t mislead subscribers with your…
“from,”
“to,”
“reply-to,”
and
“routing information.”
Stick with a memorable and accurate “from” field and you’ll be fine.
“from,”
“to,”
“reply-to,”
and
“routing information.”
Stick with a memorable and accurate “from” field and you’ll be fine.
Never Buy Email Lists
If you buy an email list, you are guaranteed to email people that never want to hear from you.
Unsolicited emails end up in spam, earning you a reputation as a spammer.
Avoid this by ALWAYS getting a person’s permission before emailing them.
If you buy an email list, you are guaranteed to email people that never want to hear from you.
Unsolicited emails end up in spam, earning you a reputation as a spammer.
Avoid this by ALWAYS getting a person’s permission before emailing them.
The CAN-SPAM Act prohibits purchasing email lists and adding emails from business cards collected,
by penalizing offenders with a fine of up to $16,000.
Instead acquire emails through an Email Optin Form on your site, which clearly tells the user what they are signing up for.
by penalizing offenders with a fine of up to $16,000.
Instead acquire emails through an Email Optin Form on your site, which clearly tells the user what they are signing up for.
Opt For Getting Certified
If you’re on a dedicated IP address and you send millions of emails per month,
Get a certification offered by Return Pay (Now Validity).
If you’re on a dedicated IP address and you send millions of emails per month,
Get a certification offered by Return Pay (Now Validity).
This service requires an expensive fee, but it audits mailing practices and applies a “sender score certified” status.
Doing this will guarantee inbox placement at major ISPs.
Doing this will guarantee inbox placement at major ISPs.
Check You Deliverability And Adjust Accordingly
You can use a free service like GlockApps to test the deliverability of both your ESP and Domain.
How does it work?
👇👇👇
You can use a free service like GlockApps to test the deliverability of both your ESP and Domain.
How does it work?
👇👇👇
- Glockapps creates a “seeded” list of email addresses
- You add the seed email addresses
- You perform a broadcast to this list and GlockApps tells you if your email was delivered
It also provides a detailed breakdown of deliverability based on the email client.
- You add the seed email addresses
- You perform a broadcast to this list and GlockApps tells you if your email was delivered
It also provides a detailed breakdown of deliverability based on the email client.
Never Hide Your Unsubscribe Link
When someone can’t find your “unsubscribe link” they’ll simply hit the spam button. (which is the last thing you want to happen)
Without a clear Opt Out button, you could receive spam complaints and thousands of dollars in fines.
Not worth it.
When someone can’t find your “unsubscribe link” they’ll simply hit the spam button. (which is the last thing you want to happen)
Without a clear Opt Out button, you could receive spam complaints and thousands of dollars in fines.
Not worth it.
The best way to handle unsubscribes is...
- Process the request as quickly as possible
And
-Make it as easy as possible
- Process the request as quickly as possible
And
-Make it as easy as possible
Add Your Physical Address
The law requires you to include a valid physical address in your email,
So *most* ISP’s look for addresses on broadcast emails.
Can be…
Street address
P.O. Box
Or
Private Registered Mailbox
The law requires you to include a valid physical address in your email,
So *most* ISP’s look for addresses on broadcast emails.
Can be…
Street address
P.O. Box
Or
Private Registered Mailbox
HTML Best Practices
When sending more aesthetically pleasing HTML emails, keep these in mind to avoid the spam folder:
Compress Images
Never use odd fonts
Format Emails for Mobile
Have a low image-to-text ratio
Use max-width of 600-800 pixels
Have a clean and simple HTML code
When sending more aesthetically pleasing HTML emails, keep these in mind to avoid the spam folder:
Compress Images
Never use odd fonts
Format Emails for Mobile
Have a low image-to-text ratio
Use max-width of 600-800 pixels
Have a clean and simple HTML code
Employ Spam Checkers and Filter Tools
Every serious email marketer runs their emails through Spam Checker to catch any problems before sending out a broadcast.
At least you must use an app like GlockApps as your autoresponder sequences.
Every serious email marketer runs their emails through Spam Checker to catch any problems before sending out a broadcast.
At least you must use an app like GlockApps as your autoresponder sequences.
Before sending it will:
Give you a spam score
Run your email through spam filters
Check your IP address
Verify your email authentication
Give you a spam score
Run your email through spam filters
Check your IP address
Verify your email authentication
To Wrap Up
Most people think they can send emails and each one will reach their subscribers’ inbox.
It’s not that easy.
It takes work to maintain your email reputation
Most people think they can send emails and each one will reach their subscribers’ inbox.
It’s not that easy.
It takes work to maintain your email reputation
The best way to land in the inbox,
is to send engaging emails.
No gimmicks or games.
The more people open and click, the higher your delivery rate will go.
is to send engaging emails.
No gimmicks or games.
The more people open and click, the higher your delivery rate will go.
Lastly...
Hacks to increase your open rate:
-Write clickable subject lines without being “clickbaity.”
=Schedule your email for the best time of day
-Divide the email list based on interests
=Regularly purge your email list of inactive subs
Hacks to increase your open rate:
-Write clickable subject lines without being “clickbaity.”
=Schedule your email for the best time of day
-Divide the email list based on interests
=Regularly purge your email list of inactive subs
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