Why do emails end up in spam?
Often, companies that have worked hard to create their mailings are faced with the fact that the letters are massively falling into spam. Instead of the first sales — alarming statistics, and instead of communication with the client-a complete failure. What is the reason? The content flaw, marketing blemishes, or email service errors?
What to do to get your emails in your inbox?
- Send emails from the corporate mail
An email with your domain name is a must-have for mass mailings. It is impossible to achieve success in email marketing by sending emails from a free mailbox. For example, the company’s address must be email@example.com and not firstname.lastname@example.org.
Free mailboxes are intended for the personal correspondence of users. Therefore, sending messages to hundreds of contacts will look suspicious for email providers. Moreover, why would a user send so many emails at the same time? That’s right; there’s no need. Therefore, such mailings fall into a spam folder.
- Build a database of email addresses yourself
Never buy mailing lists. First, there may be a lot of invalid addresses. Secondly, only a few users will be interested in unsolicited mailings, while the rest will most likely mark the email as spam. Connect exactly your email checker. In addition, by collecting the email database yourself, you will avoid spam traps.
Spam traps are addresses used by email providers to fight spam. They can be pure or transformed. Clean spam traps are specially created and placed on various forums and websites. Through mailing lists to such addresses, email providers identify spammers.
With converted spam traps, things are a bit more complicated. These are the real addresses of users that no one has been using for a long time. Such contacts often end up in the database of those companies that rarely and irregularly make mailing lists and do not delete the addresses of passive subscribers. To avoid falling into the spam trap, follow a few rules.
- Warm up the new IP address
It is not difficult for spammers to get a new IP address, so email providers are suspicious of mailings from “clean” addresses. Do not send several thousand emails at once, even from a corporate domain. Mailing lists should be done gradually to earn the trust of the postal services.
Warming up the IP address creates a favorable reputation of the sender based on the history of email newsletters. Increase the number of emails sent in stages.
- Remember about spam filters
Email providers use special spam filters that automatically analyze the content of mailings. Therefore, it is essential to follow several rules when creating emails.
- Also, connect email tester-a tool that checks the adaptability of emails to spam filters. It will show whether the email will end up in the subscribers ‘ mailboxes or whether the mail service providers will consider the mailing to be spam.
- Do not write the subject of the letter in capital letters.
- Avoid writing the text in red.
- Do not send images without Alt text — spam filters block such messages.
- Avoid writing a series of exclamation points and question marks.
- Do not add shortened links.