Those who deal with Email Marketing know that the greatest risk for a Dem campaign is to end up straight into Junk email, that is the folder where advertisements perceived as intrusive, irrelevant and unsolicited are relegated.
Deliverability issue is a problem to be taken into consideration, because it can affect one's work and prevent the achievement of the set objectives.
The first question that usually arises is: why did my email arrive in the "junk" folder? It is not easy to answer, since the reasons can be many: implementation of privacy policies and laws on the regulation of spam for profit, increasingly sophisticated filtering systems, spam traps, features in the creatives that make them potentially offensive or deceptive.
Let’s go in order and try to explain the possible causes of deliverability issues and the related solutions:
You have been added to a blacklist
Some IP addresses of harassing and serial spammers are blacklisted, usually through the application of filters that help providers not clog clients with unwanted messages.
Many antispam software uses blacklists since they are a useful tool for this purpose.
It can happen that even those who do email marketing in the right way, end up in a database of IP addresses that practice compulsive and illegitimate spam.
How to know if you are among the unfortunate? There are online tools that allow you to check this, such as "Super Tool", made available by mxtoolbox.com to check the health of a domain within the global blacklist services.
Blacklisting sites typically provide information to remove a domain from the blacklist. Alternatively, you can contact your hosting service to find out how to fix the problem.
In some cases, you can be blacklisted because your IP is compromised due to a Malware, so you will have to clean it of all malicious code.
You fell into the Spam Trap
The spam trap is an email address that appears as a real one, but which is monitored by companies that deal with the identification of spammers and the creation of anti-spam lists.
These addresses report the sender's email address or IP address when they receive unsolicited emails, so that it is included in the blacklist.
This method is used to identify companies that buy lists of e-mail addresses, or create contact lists without them being really interested, that is, without their consent (for example by filling out a form).
There are a few small tricks to keep in mind if you want to avoid sending spam traps:
- Focus on organic growth: Grow the list with your marketing initiatives. You will know where people come from and that they are really interested in your brand;
- Use a validation service: this will help you to prevent the registration of invalid addresses;
- Captcha / Re-captcha: the user must type a sequence of letters or numbers to prevent automatic registration by robots.
Attention to form and content
The text of an email can determine whether or not it is placed in a spam folder. Using deceptive terms, overly colloquial expressions ("dear friend"), referring to reduced prices or discount percentages can make our promotional email look like a real spam email.
It is not always easy to determine if the language and wording used can be perceived as proof of spam, so it is good to rely on systems that contain a tool to calculate the spam score of your email.
Images also play a role, as spam filters tend to penalize emails that contain only graphics, such as logos and flyers. Better to insert a link where the user is directed to the website and the visual content that you want to use.
Monitor your online reputation
There are several online services that provide reputation scores for internet identities, such as IP addresses, URLs, domains, email and web content.
The more an Internet identity has a solid reputation, the lower the chances of automatically ending up in a blacklist or spam folder.
Some services available are: TrustedSource, SenderBase and Sender Score.
Use Permission Based Email Marketing
Create mailing databases only with users who have previously agreed to receive your emails. Inserting a form to subscribe to the newsletter or to obtain consent to receive promotional emails will ensure that your messages reach only individuals who are truly interested in the proposed content.
E-Business Consulting is a digital marketing company active since 2003 that can support you in your Email Marketing campaigns and help you boost your performance.