Deliverability and inboxing tips in 2023Register now
Thanks to the efforts of programmers who create spam filters, it is now easier to receive a promotional call on a cell phone than an email. But on the other hand, for simple website builders, overcoming spam filters becomes a difficult task.
Even legitimate emails from the site can end up in a spam or not come at all. And all because certain conditions are not met, which we will discuss below.
1. Purchase base is not the best idea. It is better to assemble the base yourself, but there are times when you get a ready-made base. How to work with it, read in our article - How to work with a purchased subscriber base?
2. Do not write in capital letters. This format of writing is perceived by people as a bad tone, it's too early that you raise your voice.
3. Use only a dedicated IP address. If you send mailings from a dynamic IP address, your reputation as a sender may suffer because you are not the only person using this IP.
You need to carefully monitor the reputation of your domain, read our article on this topic:
1. Sender reputation.
2. How to check IP reputation? IP blacklists.
4. Verify mailing lists before launching mailing lists. Delete misspelled emails, invalid emails, outdated emails, etc.
5. Don't overuse exclamation marks.
7. Don't use spam words. There are whole lists on the Internet with such "dangerous words" that, when checked by spam filters, send your letter to the Spam folder. Be creative and original, use the dictionary of synonyms, and choose the word you need.
8. Keywords. Do not try to fit the maximum number of keywords in your letter. The text should be personalized, informative, and friendly. Feel free to write in a simple and lively language.
9. Don't use red font It is very often used by spammers.
10. Pay attention to the design of your newsletter. For this, it is not necessary to hire a professional designer, now there are many sites such as Canva, where there are a large number of good templates.
You might be wondering - Design for email newsletters. Increasing email conversions.
11. Regular base hygiene. Email addresses that have not been used for a long time often become spam traps. Inactive subscribers and unused addresses can be calculated by analyzing open rates, CTR, and site activity.
12. Use double opt-in subscriptions. Double opt-in means double confirmation of consent to the mailing list. As a rule, users who have confirmed a subscription are more active and involved.
13. Set up SPF, DKIM, and DMARC records. Setting up records will help ensure that your letters get into incoming emails and protect against phishing and hackers.
Read about how to do it here - Why do you need to configure SPF, DKIM, and DMARC?
14. Warm-up your domain. Wormi's company will do it for you. What is warming up and how to do it, read in our article - Email warm-up | All You Need to Know
15. Don't include too many images. Spammers like pictures instead of text to avoid checking emails for spam words.
Check the size of the images, they should not take a long time to load and make the letter heavier. Add the correct title to your pictures. If they do not load, the recipient will understand what the image is.
16. Add an unsubscribe link to your email. The ability to easily unsubscribe is an important part of email marketing. It will allow people who do not want to receive the newsletter to opt-out.
17. Personalize the email. Refer to the subscriber by name, it inspires confidence.
18. Use your brand name in the "Sender" field. Subscribers need to understand from whom they receive messages.
19. Brevity is the key to success. Long text activates spam filters and repels subscribers. Try to write concise and lively email messages.
20. Learn the rules of your mail service for sending emails. Each mail service has its own rules and prohibitions, be sure to study them before launching an email campaign.
21. Monitor mailing results. Keep track of metrics such as the percentage of open emails or spam complaints. Draw conclusions, make changes.
22. Don't send the same email to everyone. Spam - filters send an email to spam if they see the same emails in large quantities. Add the name or position or company name if you have such data.
23. Segment the base. Change letters depending on the category of your subscribers, try to diversify your offers.
24. Ask subscribers to add your email to their address book. Most filters allow you to add an address to the "whitelist". Remind subscribers of this opportunity so they don't miss your emails.
25. Work with inactive subscribers. If the subscriber is not active, this also negatively affects the deliverability of emails. Such messages often end up in Spam and the recipients simply do not see them.
Reactivate subscribers - offer a discount, a gift, a raffle. Another option is to include a link to the survey in the message so that subscribers can tell what they expect from the newsletter. If after such actions the open rate is low, remove such emails from your search list.
26. Customize the letter. Don't forget the mobile version. The letter should be readable on all types of screens.
27. Test emails before sending. Be sure to check the letter before sending it, send it to yourself, see if it arrived in your inbox. Check if links open. How pictures are loaded. Check your spelling. Read the letter aloud, it should sound natural as if you are telling it to the interlocutor.
Good luck and may your emails always end up in your inbox.