Let’s start by saying one thing: my emails will also arrive in SPAM!
On this I have now put my soul in peace. However, this article will help you improve your results.
Regardless of the system you use to send communications to your newsletter, you will most likely also be affected by the disease of emails that end up in spam.
Each ISP (Internet Service Provider) recipient uses different spam filters (Gmail is the most advanced in this) and some have really unpredictable and creative ways to fight spam. So, without a doubt, at some point some of your emails will end up being filtered, ending up in the spam folder.
They will end up in spam even if they are super clean emails!
The good news is that you shouldn’t worry too much about it.
By following some very simple concepts you can radically reduce the chances of being filtered and end spam.
Things you could do to improve the sending of your emails.
Remove inactive contacts.
If people expect your emails and open them frequently, most ISPs will ensure that they are received.
If you are sending emails to many inactive contacts, the ISP will consider your emails “unwanted” or “unimportant” and may send them to other folders first and then to the spam folder.
Which makes absolutely sense.
Think about it for a moment if I send you emails and you don’t open them repeatedly I might think you don’t give a shit about what I have to say.
It is very important to periodically clean the inactive contacts on your list, or you could create a segment of people to whom emails are sent less frequently.
As a general rule, to be at the top, you should only send emails to those who have opened them in the last 12-24 months and then, of course, you should find new ways to add new contacts to your list.
The older the contacts, the more difficult it is to send him new emails.
But the truth is different: I’ll tell you a very fast story.
I work with companies that created their list by investing thousands and thousands of euros.
Now convincing Marketing Managers or direct owners is a small business, because rightly that list has cost and a lot.
It goes without saying that at some point online marketing reaches its limit of “attention” and you have to cross activities even offline, because users are damned distracted by hundreds of inputs.
Focus on strong, eye-catching content.
If your content attracts attention, your contacts will open the emails that will be sent to them.
Make sure to send by email what your contacts expect to receive and be sure to do it in an always new and original way.
If you send only promotions and offers, the reading rate will drop very easily.
Check out the sign up process and try to think like a user.
For years I have been the operational head of online marketing for various companies and BELIEVE, on this process every time the focus of the companies is only on what they want rather than what experience the user must live with your content in order to find you interesting.
Damn!! This is the only thing that matters.
What should my potential client read, listen, see?
What should you read, listen, see AFTER YOU DID the action I wanted?
Try to think with a user!
What do they expect to receive your contacts once they have signed up?
If you are sending something that is not expected, they will not read you and after a while, your emails will go to the spam folder.
Think about the language you use in the registration forms and make sure it is clear what you are offering.
Also, make sure the email design is valid.
Do not change your logo or page template frequently, because it would confuse the recipients.
Send personalized and targeted emails.
Large groups of emails are very likely to be identified as spam, while individual emails will always be sent easily and ensure that your contacts are involved and satisfied.
What does it mean…
I mean this your email is sent from some servers, bulk mailings are recognized very easily by mail providers like Gmail for example.
If your emails suck, or annoy, if we consider that 70% are now using Gmail as email, it will be a breeze for email providers to understand that your email is more of a nuisance than the rest.
So make sure you have a welcome message to thank users after signing up and if possible try to personalize the messages as much as possible.
The sending frequency.
If you have a very large list, it is important to find the right sending frequency.
If you send emails very frequently, your subscribers will get tired and may either unsubscribe or mark your emails as spam in a moment of nervousness.
If, on the other hand, you rarely send them, you will not be recognized for your good reputation.
As a general rule, you should write to your contacts a few times a week, but it also depends on the relationship you have with them.
Pay attention to the spam filter before sending.
In your autoresponder, look for the spam filter, so that you understand how problematic sending your emails can be.
Do not use a free email in the “from” field.
Instead of using your personal and free address like @ yahoo.com or @ gmail.com, you should use an email address for the company or organization for which you are sending emails.
To be clear, use an email linked to your domain, for example a type firstname.lastname@example.org
Pay attention to the links in your email.
Spam filters check the URLs you are linking to.
If you are linking to a dubious reputation domain you will be penalized.
Makes the sender’s data consistent.
I don’t suggest changing the sender’s details frequently.
It’s true sometimes it can help to attract attention … but let’s not exaggerate.
Staying consistent helps build a good reputation.
Take some time to think about which name can be clearly recognized by your contacts.
It can be the name of your company, the name of someone inside it, or something even more original.
The more recognizable it is, the less people will mark your emails as spam.
The sender’s name is very important in brand recognition.
Check the automations.
If you have active automations, do some thorough checks.
You may find that some contacts are receiving 6, 8, 10 messages per day and therefore ignore them all.
Do not use the same object and content.
If you send more than one email with the same subject and text it will be filtered as spam.
The perfect example would be if the object were “this is a test” and the text “this is a test”.
You should also try to avoid using the same “to” and “from” addresses.
Sending an e-mail in which the e-mail address “to” is the same as the e-mail address “from” will certainly be marked as spam.
If you have not understood what I mean it is when the sender is email@example.com and you to do the functional tests of your form you signed up with the email firstname.lastname@example.org.
Make unsubscribing easy.
Although we all know that in Autoresponders there is always a link at the end of the email that allows you to unsubscribe, very often it is not enough. You have to treat people like cetaceans.
Ending up in the spam folder is really terrible for your reputation, while unsubscribing isn’t necessarily horrible, it simply indicates that someone no longer wants to receive your emails.
ISPs are well aware of these behaviors so better to receive a subscription than having dozens of emails that end up in spam.
You should make it simple, so that your contacts are not encouraged to mark your emails as spam.
Keep in mind that your primary focus should be on keeping your contact list clean, sending interesting content, engaging your contacts and encouraging them to interact with your campaign.
If you keep the focus on these points, surely excellent results will follow.
We are bombarded with advertisements, members want useful information!