Tips to Avoid Email Marketing Going to Spam

Published: 2016-05-20

The last thing email marketers want is for their emails to go to spam, which makes marketing ineffective and fails to achieve even the most basic brand promotion purpose. There are many strategies to avoid going to spam, in addition to the usual optimization of recipients, titles, content, etc., professional optimization strategies are also needed, such as server or sending specific settings. Now let's look at these professional strategies together.

Clean invalid recipient emails
If it is found that many recipient addresses cannot be delivered, the service provider's spam filter will give the domain name or IP a higher spam index, in other words, the email is more likely to enter the recipient's spam folder. In this regard, you should often check the recipient address list and timely clean up invalid accounts, such as non-existent accounts, closed accounts, full inboxes, etc.

Shuffle emails to avoid single type
Try to avoid concentrated sending of the same type of email accounts in the list. If all QQ emails are arranged together, it will send emails to QQ mailboxes intensively when sending. Once the sending volume limit of QQ mailbox within the specified time is exceeded, it will cause emails to enter the junk folder or even be bounced back. It is recommended to mix and shuffle recipient email addresses when sending emails, and do not sort by email type.

Segment lists and send in different time periods
Divide larger recipient address lists into several small lists, which is less likely to receive a large number of spam complaints after sending. Even for subscribed users, they may mark your email as spam when they receive it. And choose to send at different time periods, so that email service providers will not see a large number of reports for this email at the same time.

Ensure sending frequency and volume
If the email sending frequency is unstable with an interval of half a year or a year, customers may forget that they have subscribed to the email, leading to reporting the email as spam, which invisibly increases the recipient complaint rate, thereby affecting sending reputation and increasing the chance of emails entering the junk folder. If a large number of emails are sent in a certain period of time and none are sent at other times, it will cause unstable sending volume of the sending IP, which will directly affect the sending reputation of the IP. We recommend that sending emails should ensure a stable sending frequency and volume, and the sending speed should not be too fast.

Finally, we should encourage users to add the sender to the mailbox whitelist. As long as it is on the whitelist, emails are more likely to enter the inbox. Recipients can manually add the sender's email address to the whitelist in the email client. Adding to the whitelist means an extra guarantee, which can make marketing emails enter the inbox more smoothly and increase the open rate.