Top Tips to Avoid Spam Filter While Sending Emails
The world of email deliverability can be the depressing place. Even, the most seasoned and rule-abiding email marketers will experience delivery issues and (unintentionally) send spam emails.
In this post we share some of our best recommendation to ensure that your emails avoid spam filters and get delivered to your recipients’ inboxes. For supplementary information and explanation on the tips below, check the entire Tips & Tricks to Stay Out of the Spam Folder Guide.
Build your OWN email list
What you mention in your email is incredibly important, but your content doesn’t mean anything if you’re saying it to the wrong or to an unengaged audience. Always try avoiding:
Renting, picking up or co-registering an email from a third party
Sharing, adopting a shared list with a partner
Scraping emails—if you’re running the robot to collect emails, known as email harvesting, this practice puts you squarely into the spam camp. Do not usually do it!
Organically building your email list is the long-term play that will contribute to your email program. It won’t be the simplest or fastest way to grow your list, but it will be the most effective.
Provide with the double opt-in
When you’re building an email list of new subscribers, just consider how you will verify that your recipients want to receive email from your brand. We suggest using a double-opt-in method that provides a subscriber with the welcome email that they must confirm (usually check a box that says they agree to emails) before they officially end up on your email list.
Having subscriber use double opt-in indicates that they have a genuine interest in your emails (which will keep your engagement and deliverability rates high). Read more about the various type of email opt-in and why double opt-in is preferred in our blog post, You Forgot to Say Please: How to Collect Email Addresses.
Authenticate the email with the SPF, DKIM, and DMARC
Mail authentication can be tricky, but it’s simplest to remember that authenticating your email verifies that you are who you say you are and that you’re sending legitimate email. Inbox providers like Google and Yahoo, trust authenticated email more and are more reasonable to deliver mail from authenticated email into the inbox.
The following method authenticate your 10 minutes and turn out to the inbox providers that your email is worthy of the inbox and not the spam folder:
Sender Policy Frameworks (SPF) – assures you are who you say you are by comparing the sender’s IP (found in the domain’s DNS record) with the list of IPs authorized to send from that domain.
Domain Keys Identified Mail (DKIM) – meeting this standards assures that the email was not tampered with during transmission.
Domain-Based Message Authentication Reporting and Conformances (DMARC) – leveraging the strength of both SPF and DKIM, DMARC require both to pass in order to send and deliver email.
The technique above are the responsibility of the sender, but SendGrid can help you with each. Learn more about how our professional service can support you mitigate deliverability issues and help set your email program up for success.
Regularly clean the temporary email address list
Some your recipients will naturally unsubscribe from your email list, but put in mind that many who no longer want to receive your email will simply ignore your emails instead of unsubscribing. This is indeed harmful because the lower your email engagement rate, the less favorably you will be viewed by ISPs. This means your emails are more reasonable to go to the spam folder.
Combat low engagement by periodically removing unengaged user, bounced emails, and role email addresses. Your email list is going to encounter some of amount of churn. Do not hold it personally! Be proactive, clean your list and you’ll start experiencing improved email deliverability rates.
Avoid blacklist and monitor your reputation
Your email domain has a reputation associated with it and if it slips or you send an email to a spam trap email, you may discover yourself on an email blacklist. Unfortunately, even tentative and well-intentioned senders may find themselves on a blacklist.
Reduce the risk of finishing up on a blacklist by considering some of the following practices:
Using confirmed opt-in or the double opt-in
Carrying out a sunset policy to remove unengaged subscribers
Using real-time address validation—if someone enters in a false email (or even a typo) and you send temporary email address to that invalid email address, your sender score suffers.
Keeping an eye on your delivery rates will advise you of any signals that you may be on a blacklist. For more information on blacklists, read for the Avoiding Blacklists: Best Practices For Reducing Your Risk of IP and Domain Blacklisting.
Provide the preference center
A preference center allows new subscribers and existing subscribers to choose how regularly they receive your emails. They further reduce the risk of your subscribers marking your emails as spam by putting them in control over the type of content they receive from you and when.
Provide a direct and prominent preference center to reduce friction and the risk of irritating your recipients. As an end, you’ll see higher engagement rates… which helps maintain your emails from going to spam!
There are many types of preference centers so learn about what type is best for your email program in our blog post.
Monitor the 10 minutes engagement metrics
Tracking your email performance and engagement metrics is the merely true way to know if your email program is improving or if some changes are needed. But, before you control, it’s important to develop some baseline metrics so you have a consistent picture of your email performance.
The following metrics are a great place to start:
Don’t panic if you set up to notice negative trends, just be to sure to act quickly once you do. For illustration, if your open rates are starting to dip, review your subject lines and email frequency as those two variables are likely affecting this metric.
Email marketing is far from basic and no matter how hard you try, finding perfection is a fleeting goal. But that doesn’t mean you can’t go close! Following the tips above position your email program to go on its best. Always keep in mind that the greater your email engagement, the more likely your email will end up where it is intended and not get caught in spam filters.
Email is continually changing and so are best practices, the best thing you can do is make sure you’re up to date on those best practices. Read our Top 10 Tips And Tricks to Stay Out Of The Spam Folder Guide for more tips and if you think like your 10 minutes deliverability could use some help, check out SendGrid’s email plans to see how we can help!
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