Emails are an essential marketing tool. But it can be frustrating to find that your messages end up in the spam folder, despite your best efforts to stay compliant.
By mastering the following strategies, you can increase your chances of staying in the inbox rather than slipping unnoticed into the spam folder.
Stay proactive, adapt to the needs of your audience, and maintain an impeccable sender reputation to ensure the continued success of your email marketing campaigns.
What is the “Spam” ?
The “Spam” (or “Junk” or “Junk”) folder is a folder in your email inbox that is specifically designed to store unwanted or unsolicited messages. Spam filters from email service providers, such as Gmail, Yahoo, Outlook, etc., scan incoming emails and attempt to identify those that appear to be spam.
Emails considered spam may include unsolicited advertising messages, scams, fraudulent emails, or messages containing unwanted content . Spam filters use various techniques to detect these messages, including keyword analysis, checking sender IP addresses, inspecting links and attachments, and more.
It is recommended to check the Spam folder regularly to ensure that legitimate emails have not been accidentally classified as spam. You can also configure your spam filters to improve their accuracy by reporting false positives (legitimate emails misclassified as spam) or false negatives (unwanted emails that pass through the filter).
1 – Understand the Graymail phenomenon
Graymail, that in-between legitimate and unwanted emails, can be a formidable trap. Make sure your emails generate a high level of engagement by monitoring signals like opens, replies, and shares . Inbox providers evaluate the quality of your content through these interactions.
2 – Respect commitment signals
Inbox providers, such as Gmail and Yahoo, rely on engagement signals to determine the legitimacy of emails. Maximize positive signals by creating engaging content . So, avoid negative signals, like spam complaints or low open rates, to maintain a good sender reputation.
3 – Avoid email traps (Honeypots)
Honeypots, these inactive email addresses intended to trap spammers, may be the cause of your deliverability problem. Be careful in how you collect and manage your email lists to avoid sending emails to these addresses. Follow the CAN-SPAM Act to ensure compliance.
In this video, Steve Toitot also shares 7 best practices to prevent your marketing emails from falling into spam.
4 – Update your list regularly
Regularly monitoring email deliverability and cleaning your subscriber list is essential. Remove non-responsive subscribers to maintain a positive engagement rate and prevent your IP address from being blocked.
READ ALSO: 27 emailing trends in 2024: Key statistics to know
5 – Practice permission-based marketing
Validate email addresses and make sure you get explicit permission before sending emails . marketing violates the CAN-SPAM Act and can hurt your deliverability rate .
6 – Adapt to audience preferences
Understand your audience's preferences and personalize your content accordingly. Relevant and interesting emails increase engagement and the likelihood of staying in the inbox.
7 – Stay informed of developments on spam
Email best practices are constantly evolving. Stay up to date with the latest trends and guidelines to adjust your strategy accordingly. Follow our blog so as not to miss the latest news and advice on the subject.
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