Every email marketer makes it their priority to get their mail into the inbox (or, at least, the Promotions folder in Gmail). Recently, we did some research into just how much SPAM we atually recieve and the results are pretty staggering! Here are some unseful techniques on how to avoid your emails being caught up as SPAM.
Do the basics right (Don’t pretend you are someone else, use authentication)
There are simple things you should always be doing – be honest about who you are and don’t pretend to be someone else, make sure your ESP helps you with authenticating your emails (expect to hear terms like DKIM, SPF and more) and generally be a good sender.
Look at your opt-in’s
The source of most deliverability issues is usually traced back to the origins of data collection. You only want customers on your email list that aren’t going to be problematic. Therefore, always make sure you provide a means of opting out and be wary of using 3rd party sources or competitions to acquire email addresses as they tend to only attract the likes of competition addicts, not those likely to shop with you.