How to Avoid Spam Filters in Email Marketing
Unfortunately even legitimate, permission-based emails get spam filtered all the time, according to ReturnPath, only about 79% reach inboxes. The only way to avoid spam filters is to understand what spam is and how the filters work and adjust your email marketing accordingly.
Spam filters check many different things when assessing email to assign a spam score which then decides if your email will pass through the spam filter, and these criteria are ever changing and adapting and vary depending on the server.
Unfortunately there is no magic formula, however you can follow these steps to avoid landing in your subscriber’s junk folder:
- Your IP address
Some spam filters will flag IP addresses that have previously sent spam in the past. If you are using an email marketing tool it is likely your emails are being sent from their servers so make sure you are using a provider who enforces spam laws effectively on their clients.
- Merge Tags and Metadata
Spam filters want to know that you know the person you are emailing, use merge tags to personalise your emails.
Always send through verified domains, i.e. verify the same domain as your website.
Messy code can trigger spam filters, make sure your code is clean. Use templates from your email tool or work with a designer.
Be sure your subscribers have opted in, you can choose double or single opt-ins, double gives you more security. Be sure to check the legal obligations in your country.
Be consistent with your branding; you want your emails to be an extension of your website and other branding so that subscribers recognise your brand.
Some spam filters will flag emails based on specific images or content, there’s no one size fits all but do make sure that your emails are clear, well formatted and promote engagement.
Test your content using multivariate and A/B testing; this will help you learn how different things affect your delivery, open and click through rates.
- Don’t buy lists
- Unsubscribe link
It is a requirement that you clearly display an unsubscribe link on your email marketing. When your link is clear people who aren’t interested can easily unsubscribe which will prevent recipients reporting you as spam.
- Set Expectations
Tell subscribers how often you email and what you will be emailing about. If they think they’re signing up for one thing and you start to send them something else they’re likely to see it as spam.
- Address Book
Ask your recipients to add your email to their address books to make sure they receive your emails.
Unfortunately there is no magic recipe for avoiding spam filters however follow these guidelines and you’ll have the best shot at getting your emails past them to your subscribers.
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