49% of Business Emails End Up in Spam. Do Yours?
Email marketing is a powerful tool, but it can be frustrating when your carefully crafted messages end up in spam folders. By understanding why emails get marked as spam and following best practices, you can improve your deliverability and engagement rates.
Why Are My Emails Going to Spam?
Understanding why emails get flagged as spam is the first step in avoiding it. Common reasons include:
- Misleading subject lines
- Poor list management
- High spam complaint rates
- Poor sender reputation
- Content that triggers spam filters
Follow Spam Laws
Ensure your emails comply with spam laws such as CAN-SPAM Act, GDPR, and CASL. These laws require clear opt-in methods, easy unsubscribe options, and honest, transparent communication.
CAN-SPAM Act of 2003
- Do not use false or misleading header information.
- Do not use deceptive subject lines.
- Identify the message as an advertisement.
- Provide a valid physical postal address.
- Offer a clear and easy way to opt-out of future emails.
- Honor opt-out requests promptly.
- Monitor what others are doing on your behalf
- Be aware that even if you outsource your email marketing, you can still be held legally responsible for any violations.
GDPR (General Data Protection Regulation) is a set of regulations that aim to protect personal data of individuals within the European Union. Some key points include:
- Consent must be freely given, specific, informed and unambiguous.
- Users have the right to access, correct and delete their personal data.
- Businesses must disclose any data breaches within 72 hours.
CASL (Canada’s Anti-Spam Legislation) requires businesses to obtain consent from Canadian recipients before sending commercial electronic messages. It also prohibits false or misleading subject lines and requires a clear opt-out method. Penalties for violating CASL can be up to $10 million per violation.
Maintain a Good Sender Reputation
One of the biggest factors in email deliverability is your sender reputation. This is essentially a score assigned by internet service providers (ISPs). Your sender reputation is based on factors like your email engagement rates. bounce rates and spam complaint rates. A high spam complaint rate can damage your sender reputation. Aim to keep your complaint rate below 0.1%.
Monitor Your Results and Make Adjustments
Monitor feedback loops provided by email service providers to track complaints. It’s important to regularly monitor results to see if there are any areas for improvement. Pay attention to metrics like open rates, click-through rates, and spam complaint rates. If you notice a decline in engagement or an increase in spam complaints, review your email content and practices to make necessary adjustments.
Monitor your compliance rate with tools such as Sender Score to monitor and improve your reputation. This can help increase your chances of getting past spam filters.
To maintain a good sender reputation, follow these best practices:
Using a reputable email service provider (ESP) helps ensure your emails are delivered. Reputable ESPs follow best practices and have good relationships with email providers.
Only send emails to recipients who have opted in.
Keep your contact lists clean and regularly remove inactive or bounced email addresses
Follow Best Practices to Avoid Spam Filters
Even if your emails comply with spam laws and you have a good sender reputation, there are still certain content elements that can trigger spam filters. Engaging with your subscribers is crucial to building a good sender reputation avoiding spam filters and increasing deliverability rates. A few ways to do this are::
- Avoid using excessive capitalization or punctuation in the subject line.
- Don’t use too many images or large image sizes.
- Use a clear call-to-action (CTA) button instead of multiple links.
- Include a plain text version of your email for those who prefer it.
- Personalize your emails with the recipient’s name and relevant information.
- Send relevant and valuable content.
- Segment your email lists based on interests or behaviors.
- Encourage subscribers to add you to their contact list to prevent emails from going into spam folders.
Use Good Subject Lines and Email Content
Spam filters analyze email content for spammy language, excessive punctuation, and certain keywords. Avoid using spam trigger words and phrases in your subject lines and body copy. These include:
- “Free”
- “Act Now!”
- “Urgent”
- “Limited time offer”
- “Congratulations.”
- Excessive use of punctuation (!!!!) or all caps
Using personalization and relevant, targeted content can also improve engagement rates and decrease the likelihood of being marked as spam.
Proper Email List Management
Email list management is crucial for any successful email marketing strategy. Here are some tips for maintaining a clean and engaged list:
- Regularly remove inactive or unengaged subscribers. This not only improves your deliverability rates but also ensures that you are targeting a more in
- Make it easy to unsubscribe.
- Ask subscribers for feedback or preferences to ensure you’re sending them relevant content.
- Avoid Purchasing Email Lists – Purchasing email lists is not only unethical, but it can also harm your sender reputation. These lists often contain outdated or fake email addresses, resulting in high bounce rates and spam complaints. It’s best to build your own organic email list through opt-in methods.
- Utilize Double Opt-In – Double opt-in is a method where subscribers confirm their email address after signing up. This helps ensure that you have valid email addresses and decreases the chances of being marked as spam.
Abuse Reports and Accidental Abuse Reports
Abuse reports occur when recipients mark your email as spam. Even if accidental, they can harm your sender reputation. Ensure your content is relevant and your audience is well-targeted.
Blacklisted IP Addresses
Emails sent from blacklisted IP addresses are likely to be marked as spam. Regularly check if your IP address is blacklisted using tools like MXToolbox and take steps to get it removed if necessary.
Test Your Emails Before Sending
Before sending emails to your entire list, test them using spam checker tools. These simulate how your emails will be filtered by different email providers and can help identify potential triggers that could land your email in the spam folder.
- mail-tester.com
- mailmeteor.com
- folderly.com
Personalization is Key
People are more likely to open and engage with emails that feel personalized to them. Use their name, send targeted content based on their interests or behavior, and make them feel like they are part of a community.
Email Design and Content
Well-designed emails are less likely to be marked as spam. Follow these tips:
- Balance text and images
- Use a clean, professional layout
- Avoid excessive use of capital letters and exclamation marks
Re-engage Inactive Subscribers
Try to re-engage inactive subscribers with a targeted re-engagement campaign. If they remain inactive, consider removing them from your list to maintain a healthy sender reputation.
Final Thoughts
Avoid becoming an Email Spammer by consistently follow best practices to avoid being labeled an email spammer. By following best practices, monitoring your sender reputation, and staying compliant with laws, you can increase deliverability rates and engage with your audience effectively.
- Remember to keep testing and adapting to ensure your emails reach their intended audience and drive results for your business.
- Always make sure to stay updated with the latest laws and regulations related to email marketing to avoid any potential consequences.
- Regularly audit your email practices to ensure compliance and maintain a good sender reputation.
- Respect unsubscribe requests.
- Obtaining permission from recipients
- Provide valuable content
By following these guidelines, you can effectively engage with your subscribers and drive successful email campaigns while staying compliant and respecting user privacy. Remember, building trust with your audience is key in maintaining a successful email marketing strategy. Keep learning and adapting as the landscape of email marketing continues to evolve, and happy emailing!
