How to avoid the SPAM folder in email marketing
Posted: Sun Dec 22, 2024 7:49 am
It is well known that email marketing continues to be one of the most effective ways of communicating with your target audience . However, for this to happen, the message must be received in the inbox and not go straight to the trash. How? There is no magic formula for avoiding the SPAM folder in email marketing, but rather a set of good practices that we should all follow.
4 fundamental steps to avoid the SPAM folder:
Choose a certified Email Marketing Tool – your users’ domains are well rated because these platforms authenticate and guarantee ownership and validity before sending any email and “force” compliance with good practices with the templates, rules, suggestions and methodologies used – such as, for example, the American Mailchimp , the Portuguese e-goi or, alternatively, the Marketing Automation Tool RD Station.
Sending to continuously updated, qualified, segmented contacts who are your target audience and who are genuinely interested in receiving the information in question – to minimize the so-called bounces that harm the domain’s reputation and to prevent emails from being immediately deleted, “unsubscribed” or, even worse, marked as SPAM – this information is recorded by email providers and denigrates you as the sender. Tip: take advantage of your company’s information channels to ask the target audience if they want to register or continue receiving updates from the company. And never send marketing emails to databases that have not given permission to receive emails from your company.
Creating relevant, valuable, useful and interesting content for the recipient – the reputation of email providers has a lot to do with the interaction of lists with the email sent, and only messages that are relevant to the recipient will generate openings, clicks, forwards and responses. In this regard, always match the type of information sent to the contact and the frequency promised.
Database Cleaning – If you already have an old database, remember to clean it. The main objective of cleaning is to remove from the database all emails that are not valid or relevant for your company’s future campaigns.
Check out our Ultimate Email Marketing Guide here and
learn the steps to take to increase the success rate of your email marketing.
11 good practices to avoid the SPAM folder:
Once you have followed these 3 fundamental steps, keep in mind the following best practices to avoid the SPAM folder in email marketing:
Be careful with the subject line – Avoid words related to urgency, sales and orders (buy now, free, prize, bonus, opportunity), exclamation marks (no exaggeration, please!!!!), repetitive calls-to-action (click here) and sentences in caps lock (DON’T SHOUT AT YOUR TARGET). All of this in germany business mailing list the email subject line is even more problematic. Don’t deceive or disappoint expectations with email subjects that don’t match the body of the email. Remember: be persuasive, but not manipulative, and incisive, not exceeding 40/50 characters;
Don’t send emails that are too large (preferably up to 100kb) or too long (usually associated with SPAM) and balance the text/image ratio. Always fill in the “alt text” so that the message gets through even when the image isn’t displayed. Emails that only contain an image with embedded text can be considered SPAM – the filters will think you’re tricking them;
Only point links to credible sites and do not use shortened links (they are often associated with SPAM – like bit.ly);
Do not use forms, videos, flash or javascript in your email (these emails are not supported, are left unformatted and instantly increase the likelihood of being sent to SPAM). Tip #1: in the case of animations, place a static image with a play button and a link instead. Tip #2 : in the case of forms, point to a landing page instead (also use this option to replace attachments);
Don't overdo the formatting and be careful with HTML – use only two or three colors, two or three font sizes (don't exceed 14) and one or two fonts (the most standard ones); and don't copy/paste from Word or design programs, as this generates poorly written HTML, with numerous additional characters and likely to be considered SPAM;
Pay attention to the Sender's email – We would like to point out that you should never use your own email or your email provider, such as Outlook, to send messages to several people (for example, in bcc), as this is immediately associated with mass and suspicious sending.
4 fundamental steps to avoid the SPAM folder:
Choose a certified Email Marketing Tool – your users’ domains are well rated because these platforms authenticate and guarantee ownership and validity before sending any email and “force” compliance with good practices with the templates, rules, suggestions and methodologies used – such as, for example, the American Mailchimp , the Portuguese e-goi or, alternatively, the Marketing Automation Tool RD Station.
Sending to continuously updated, qualified, segmented contacts who are your target audience and who are genuinely interested in receiving the information in question – to minimize the so-called bounces that harm the domain’s reputation and to prevent emails from being immediately deleted, “unsubscribed” or, even worse, marked as SPAM – this information is recorded by email providers and denigrates you as the sender. Tip: take advantage of your company’s information channels to ask the target audience if they want to register or continue receiving updates from the company. And never send marketing emails to databases that have not given permission to receive emails from your company.
Creating relevant, valuable, useful and interesting content for the recipient – the reputation of email providers has a lot to do with the interaction of lists with the email sent, and only messages that are relevant to the recipient will generate openings, clicks, forwards and responses. In this regard, always match the type of information sent to the contact and the frequency promised.
Database Cleaning – If you already have an old database, remember to clean it. The main objective of cleaning is to remove from the database all emails that are not valid or relevant for your company’s future campaigns.
Check out our Ultimate Email Marketing Guide here and
learn the steps to take to increase the success rate of your email marketing.
11 good practices to avoid the SPAM folder:
Once you have followed these 3 fundamental steps, keep in mind the following best practices to avoid the SPAM folder in email marketing:
Be careful with the subject line – Avoid words related to urgency, sales and orders (buy now, free, prize, bonus, opportunity), exclamation marks (no exaggeration, please!!!!), repetitive calls-to-action (click here) and sentences in caps lock (DON’T SHOUT AT YOUR TARGET). All of this in germany business mailing list the email subject line is even more problematic. Don’t deceive or disappoint expectations with email subjects that don’t match the body of the email. Remember: be persuasive, but not manipulative, and incisive, not exceeding 40/50 characters;
Don’t send emails that are too large (preferably up to 100kb) or too long (usually associated with SPAM) and balance the text/image ratio. Always fill in the “alt text” so that the message gets through even when the image isn’t displayed. Emails that only contain an image with embedded text can be considered SPAM – the filters will think you’re tricking them;
Only point links to credible sites and do not use shortened links (they are often associated with SPAM – like bit.ly);
Do not use forms, videos, flash or javascript in your email (these emails are not supported, are left unformatted and instantly increase the likelihood of being sent to SPAM). Tip #1: in the case of animations, place a static image with a play button and a link instead. Tip #2 : in the case of forms, point to a landing page instead (also use this option to replace attachments);
Don't overdo the formatting and be careful with HTML – use only two or three colors, two or three font sizes (don't exceed 14) and one or two fonts (the most standard ones); and don't copy/paste from Word or design programs, as this generates poorly written HTML, with numerous additional characters and likely to be considered SPAM;
Pay attention to the Sender's email – We would like to point out that you should never use your own email or your email provider, such as Outlook, to send messages to several people (for example, in bcc), as this is immediately associated with mass and suspicious sending.