How to Prevent Legitimate Emails from Marked as Spam

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How to Prevent Legitimate Emails from Marked as Spam – Guide

I’m sure you’ve had the irritating experience of asking yourself, “Why are my emails spam?” Don’t worry – we put up a step of 12 tutorial show you how to prevent your emails from reaching spam, as well as some tips and methods to avoid spam filters. It would be a shame if all your hard work writing your emails was wasted, but that’s exactly what happens when an email gets filtered into a subscriber’s spam folder. In fact, according to research by Return Path, spam filters are more stringent than ever, with one in five emails not making it to the inbox.

Stats like these are scary when it comes to putting up an email marketing strategy. But do not worry; we have your back. We don’t want your emails to become just another statistic, so we’ve put this together guide to help you keep them out of the spam folder and in your recipients’ inboxes. So without further ado, here are 12 things you should do to keep your emails out of your spam folders.

How to Prevent legitimate emails from being marked as spam

1. Ask subscribers to whitelist their email address

Google, Microsoft and Yahoo! everyone works hard to ensure that their email programs’ spam filters don’t catch emails from people in their contacts. These companies (rightly) assume that if an email is from someone in their contacts, it’s not spam.

To ensure your emails receive this privileged treatment, ask your subscribers to whitelist your emails by adding your “From” address to their contacts or safe senders list. We recommend including instructions and screenshots illustrating how to do this as you should not assume that all your subscribers have the technical proficiency to whitelist emails.

To ensure that all of your emails receive this treatment, include whitelisting instructions in the first welcome email you send when someone joins your email list.

2. Always get permission to send emails

Nothing will get your emails flagged as spam faster than sending an email without permission. Just think about what you do when you receive an email from an unknown sender. Assuming the email passes through your email service’s spam filter, you’ll mark it as spam without even opening it.

Sending marketing emails to people without their permission is not a recipe for long-term business success. If you want to convince subscribers to buy from you, you want them to be involved and interested. Random email recipients aren’t either; they are indifferent at best and most likely annoyed when they receive an email from someone they don’t know. Always get permission before sending an email; it is the best practice both ethically and financially.

3. Follow the laws governing email marketing

Speaking of ethics, you need to be mindful of the laws that govern digital marketing communications. In particular, you should be familiar with the CAN-SPAM Act, which outlines the practices you must use when sending commercial emails.

You don’t need to read every line of the law, but you should know that there are severe penalties for sending spam emails. How do you know if an email is (legally) spam? The CAN-SPAM Act defines spam email as any message you:

You don’t have to worry too much about the above as all modern email marketing programs make sure you stick to the mailing address and turn it off by default. But you should be careful with your subject lines, which we’ll explore in more detail later in this post.

4. Use a reputable email marketing program

One sign that spam filters are on the lookout when trying to capture messages is to check the IP address associated with the sending email address and see if there are any spam complaints associated with it. If so, legitimate email addresses may be flagged simply because of the association.

To ensure this doesn’t happen to your emails, always use a reputable email provider. All major providers take steps to prevent spammers from using their platforms, which helps ensure that malicious actions by spammers do not impair the deliverability of your emails.

Furthermore, as we have already mentioned, the best email marketing software providers will also have features integrated to help you avoid other common spam triggers such as not including a physical address or using a sending email address that looks suspicious.

5. Review your emails

If your emails appear to have been written in a hurry (or by a computer), this could be a red flag for spam filters. If a typo appears in your emails occasionally, it won’t cause any serious problems. But if your emails are riddled with typos, grammatical errors, and phrases that sound… out of breath, there’s a risk that spam filters will stop them.

For example, take a look at this actual phishing email:

While you won’t write an email with such extreme problems, it does offer valuable lessons on how typos, bad formatting, and bad grammar are hallmarks of spam emails. If you’re not comfortable with your grammatical skills, find someone you trust to proofread your emails for you, or at least use a program like Grammarly to catch basic grammatical errors.

6. Don’t write spammy subject lines

While in the past there were specific “spam trigger” lists words” to avoid in your marketing emails, spam filters are now much more sophisticated. So, instead of focusing on words To avoid it, it’s best to think more holistically and make sure you don’t write spammy subject lines.

For an example of spammy subject lines, take a look at the following screenshot taken from an actual Gmail spam folder.

As you can see, some of these emails are from legitimate brands like Lyft, Dollar Shave Club, and FareDepot. However, due to the text that the email marketers of these companies chose, the emails ended up in spam. Notice how many of these emails make references to money, use lots of exclamation points, or generally promise discounts.

Does this mean you should never send emails with subject lines offering discounts or offers? Of course not, but it shows that you should be careful with these types of subject lines. For more information, you can consult our guide to email subject line best practices.

7. Clear abandoned email addresses from your list

One metric that spam filters use to catch wrong emails is to see how many emails you are sending are active. If the percentage is too low, this could be a sign that you are sending spam email content.

To ensure this doesn’t happen, you should regularly remove addresses associated with email accounts that don’t appear to be active. If someone hasn’t opened your emails in a long time, it’s probably safe to remove them from your list. You can think of it like pruning a tree. You cut small pieces now to ensure the continued overall health of the organism.

Of course, this advice only applies if a small number of your subscribers aren’t engaged with your content. If you have low email open rates in general, you may need to rethink your overall email marketing strategy, as this could indicate a deeper problem than just a few inactive email addresses.

8. Use a spam checking tool

Wouldn’t it be great if there was a program that just tells you if your emails are likely to be caught by spam filters or if they’re still valid? As it turns out, such applications exist.

One of our favorites is called Emailable. Simply send your email to the email address provided to automatically receive a report on the likelihood of your email going to a recipient’s spam folder.

9. Have a clear return address

Your sender address is what appears in the “From” field when someone looks at your email. If you have a sender address that is full of random characters or looks suspicious, you run the risk of your email being flagged as spam.

For this reason, we recommend avoiding sender addresses that contain too many numbers or are meaningless. Stick to a person’s name or your company’s name. Not only is this helpful in keeping you out of spam, it’s also more personal than a string of random characters, which people associate with automated emails, not personalized, enticing offers.

10. Send emails to your subscribers regularly

If you only send an email every couple of months, you risk subscribers forgetting who you are or why they signed up. If that happens, they can unsubscribe or even mark your email as spam when they finally hear from you.

To avoid this, keep in regular contact with your subscribers. Of course, you should always provide value when sending an email; it is not enough to send emails to subscribers with a certain frequency because it is “best practice” to do so.

Instead, look for opportunities to add value to your subscribers as often as possible. If it’s just once a week, that’s fine, as long as you send emails consistently each week (and use time smart to make sure they get the emails when they’re most likely to open them).

11. Make it easy to unsubscribe

Making it easy for your subscribers to leave your email list might seem like a counter-intuitive suggestion, but it’s key to complying with the CAN-SPAM Act and ensuring subscribers trust you. While complying with the law is your top priority, including a way to unsubscribe also shows subscribers that you trust the value of your content. After all, if you don’t think your emails are great, why would you send them in the first place?

How easy it is to unsubscribe up for you. Some brands take the trust approach to the extreme, putting an unsubscribe button in the header as well as in the footer of your emails. While you can do this, there is also a risk that people will unsubscribe without reading the email or clicking the button. button by mistake if you put it in the header.

Therefore, we find that a standard discrete unsubscribe button in the email footer is the way to go for most ecommerce entrepreneurs. See the screenshot above of a Stack Overflow email for an example of this, and remember that your email marketing software will already have this. feature built into your models.

12. Be honest

We’ve already mentioned how the CAN-SPAM Act prohibits sending deceptive emails, but the point deserves further exploration. Above all, you must always be honest in your email marketing. Do not write subject lines that trick people to open your messages.

Specifically, don’t write things that make emails look like they’re from someone’s employer, subject lines that are threatening or alarming, or email addresses that look like they’re from someone you’re not. resorting to cheap tricks like these is not the way to run a business. Instead, focus on How to create value for your subscribers. When you make a great offer, the money takes care of itself.

We hope you now understand what causes emails to end up in spam, as well as what you can do to prevent them from getting there. As long as you follow the best practices we’ve outlined above, you can be confident that emails you send will be up in your subscribers’ inboxes and not buried in the junk folder.

Next up, take a look at our Resources page for guides and tutorials to help you maximize your email marketing returns.

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