Have you ever felt like your legitimate emails invariably end up in the spam folder? By reading this article, you'll learn how to ensure your emails are delivered to your target audience at the right time.
Email deliverability is both an art and a science. Even email marketing experts can encounter delivery problems. However, you can maximize your email deliverability rate using these 9 techniques.
1 – Build your own email list
Avoid buying or renting email lists from third parties. Instead, opt for organic growth of your list, ensuring an audience genuinely interested in your emails.
2 – Offer a Double Opt-In
Use double opt-in to verify subscribers' genuine interest. Send them a confirmation email requiring action from them, such as checking a box or clicking a link.
Reminder: Double opt-in is a practice whereby a newsletter subscription request only becomes effective after clicking a link in a confirmation email. Double opt-in is not mandatory under French law.
You will find more advice in this video by Quentin Haguet:
3 – Authenticate your emails
Use authentication methods such as SPF, DKIM, DMARC, and BIMI to prove the legitimacy of your emails. This builds trust with email providers and promotes direct inbox delivery.
4 – Clean up your list regularly
The quality of your list is more important than its size. Eliminate unengaged users, bounced emails, and spam traps to maintain a healthy and engaged list . You can use the Mailnjoy
5 – Avoid rejection lists and monitor your reputation
Implement practices such as confirmed opt-in, policies for removing unengaged subscribers, and real-time address validation to avoid being placed in spam.
Reminder: Confirmed opt-in is a simple opt-in; here, the user only receives a confirmation email without any further interaction (no link to activate the confirmation). Newsletter subscription is simply completed by adding an email address to a mailing list.
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6 – Respect internet privacy laws
Follow laws such as CAN-SPAM , CASL , GDPR , and CCPA to ensure your emails . This can help you bypass certain obstacles imposed by internet service providers.
7 – Offer an email preference center
Give your subscribers the option to adjust the frequency with which they receive your emails. A preference center reduces the risk of subscribers marking your emails as spam.
8 – Monitor your email engagement metrics
Keep a close eye on key metrics such as spam complaints, open rates, click-through rates , and delivery rates. React quickly to any negative trends.
9 – Send relevant content
Focus on sending relevant, interesting, and useful content . Ask yourself crucial questions before sending each email to maximize relevance.
Follow these tips and transform your approach to sending emails. By combining best practices, proper authentication, and compliance with applicable laws, you will significantly increase your chances of staying in your recipients' inboxes, far from the spam .
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What types of emails end up in spam folders?
Suspicious content: Emails containing keywords frequently associated with spam, frequent spelling mistakes, excessive special characters, or suspicious language may be marked as spam.
- Suspicious links: Links to malicious or suspicious websites can cause an email to be classified as spam.
- Unverified sender: Emails from unverified senders or little-known domains may be considered suspicious.
- Technical problems: Emails with technical problems, such as malformed headers, suspicious IP addresses or protocol errors, may be identified as spam.
- Use of attachments: Emails with suspicious attachments, especially those associated with malware, may be filtered.
- Email sending practices: Emails originating from dubious sending servers or using mass sending methods may be considered spam.
- Sender reputation: If the sender's IP address or domain is associated with spam activities, this may result in emails being classified as spam.
- Non-compliance with standards: Emails that do not comply with email protocol standards, such as SPF (Sender Policy Framework) or DKIM (DomainKeys Identified Mail), may be considered suspicious.
