Email Deliverability: How to Avoid the Spam Folder

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How to Avoid the Spam Filter to Ensure Email Deliverability

Spam is a term used for irrelevant or unwelcome emails, usually sent to a large number of email addresses in the attempt to force messages upon people to generate sales, obtain personal information or spread malware. Spam filters are used by email clients to detect these types of emails and prevent them from reaching the target’s inbox.

Getting into the email subscribers inbox is still high priority for marketers, even if it’s much easier nowadays with the range of spam filter tools available. Here’s a another look at how to ensure the perfect email deliverability.

Use High Quality Email Marketing Data

If the foundations are weak you will be fighting a losing battle. Data is the foundation to your email marketing, so poor quality data will no doubt impact email deliverability. By capturing your own data you can ensure that your subscribers have opt-ed in to receiving your emails and you won’t be highlighted by them as spam.

Don’t be tempted to purchase data just so you can increase the number of addresses within your email lists. Instead, you should look into growing your email lists organically. You don’t really know where it’s come from and your emails won’t be relevant to the potential customer. The purchased data will not only perform badly, but it will also lead to lots of complaints, unsubscribes and again a high chance of your emails being blocked as spam.

Beware of Old Invalid Data

If there is one way of really messing up your email deliverability it is with old data. It’s really important to cleanse your database as email addresses that are no longer used, duplicate entries or those who have previously unsubscribe can generate more complaints and affect inbox deliverability rates.

Emailcenter promotes permission-based email marketing and encourages clients to use high-quality data in order to send relevant messages to each subscriber. Before simply loading data and firing off your email campaigns. Contact one of our experts about how to cleanse your database and make full use of the tools available within Maxemail to ensure inbox deliverability.

Lead with Email Authentication

This is about proving who you say you are and that the details within your email are accurate. You may have heard of SPF (Sender Policy Framework) Records and DKIM (DomainKeys Identified Mail), which are pieces of information published alongside your domain name to show authentication to protect both you and your subscribers.

Internet Service Providers (ISPs) and Webmail Providers like these as it enables them to pinpoint exactly who is sending the email, and therefore measure you more effectively in terms of complaints and bad addresses. They are essential nowadays if you want inbox placement and to avoid the spam filters.

Test Your Emails Before Sending

If your emails are not rendering properly then this may encourage subscribers to mark you as spam. In Maxemail, you can perform general checks on your email, run it through a spam check and see how the content will display in more than 30 email clients. It’s worth setting up a few test accounts with various email clients to see how the email will render for yourself.

Monitor Spam Feedback and Unsubscribes

You will get complaints about the relevancy of your emails no matter how wonderful you think they are. But don’t worry, everyone expects you to receive some level of complaint. Reporting an email as spam is actively encouraged by Webmail Providers over unsubscribing in some instances.

To make sure you keep the complaints to an agreeable level, your email service provider should have a feedback loop in place. In Maxemail, we automatically gather feedback on the email addresses that have unsubscribed from each individual email campaign. This means you can closely monitor your unsubscribe figures, look into each subscriber individually and ensure that they are automatically removed from your list so they can’t complain again.

Be a Good Sender

Email clients, Gmail in particular, look at how likely the subscriber will interact with your emails whether they will be tempted to put them in spam folder. If someone is continuously ignoring your emails then expect them to start filtering through to the junk folder. You need to treat your email subscribers well with sensible sending frequencies and highly-relevant content to increase open rates and ensure inbox deliverability.

What About Content?

Notice we haven’t mentioned anything about subject lines and content of the email? Well, that’s because it’s a tiny factor in whether your emails will actually reach your subscribers inbox. It’s easy for a spammer to change or hide their content, and it’s problematic if good emails don’t arrive because of the odd word that’s seen to be spammy. No one was winning when this was the main spam filtering tactic.

Always send relevant emails to your subscribers, but don’t worry about your content in relation to inbox deliverability. Your subject line and content is only important for encouraging subscribers to open and engage with your email, once it’s in their inbox.

About Rupert Adam

Marketing Manager at Emailcenter, the UK's largest independent ESP.


Deliverability & Spam