A series of useful tips to improve your Email Campaign
Let's start by saying this: some of my emails may end up in the SPAM folder!
The reason is simple, there are many antispam softwares and the majority of them are international and automated, so it is inevitable to make errors of evaluation.
Do not use a free email in the "from" field.
Instead of using your own free personal address like @yahoo.com or @gmail.com, you should use an email address for the company or organization you are sending the emails to. These will surely be seen as spam because the sending mail server does not recognize this massive sending as authorized (for this reason you should always configure the spf and dkim parameters in the DNS - read the guide).
For example, use an email linked to your domain, such as [email protected]
This article will help you to improve your results.
Every ISP (Internet Service Provider) recipient uses different spam filters (Gmail is the most advanced in this, but it considers a mail as spam depending on the individual user - if you are interested in reading this article) and some have really unpredictable and creative ways to fight spam. So, no doubt, at some point some of your emails will end up being filtered, ending up in your spam folder.
They will end up in spam even if they are super clean emails!
The good news is that you shouldn't worry about it so much.
By following some very simple concepts you can radically reduce the chances of being filtered and ending up in spam.
Remove inactive contacts and fake contacts.
If people expect your emails and open them frequently, most ISPs will make sure they are received.
In the software of www.mailmarketing.com there is a special section "DATABASE CLEANING" that will notify you of all the emails you need to delete. These are emails that have received a hard bounce so the server has replied that it does not want to receive these emails for this customer for various reasons (email that does not exist, email that receives contacts only from white list).
If you're sending emails to a lot of inactive contacts, the ISP will consider your emails "not wanted" or "not important" and could send them first to other folders and then to the spam folder.
Which makes total sense.
Think about it, if I send you emails and you don't open them repeatedly I might think you are not interested in what I say. It is very important to periodically clean up inactive contacts on your list, or you could create a segment of people to whom emails are sent less frequently.
As a general rule, you should only send emails to those who have opened them in the last 12-24 months and then, of course, you should find new ways to add new contacts to your list.
Focus on strong, attention-grabbing content.
If your content is attractive, your contacts will open the emails. Therefore, make sure you send what your contacts expect to receive and make sure you do it in a new and original way.
If you only send promotions and offers, the reading rate will go down very easily.
Check the subscription process and try to think like a user.
What should my potential customer read, listen to, see?
What should they read, listen to, see AFTER having done the action I wanted?
What do your contacts expect to receive once they have signed up?
If you are sending something that is not expected, they will not read you and after a while, your emails will go into your spam folder. Also, make sure the email design is valid. Don't change your logo or page template frequently, as recipients would get confused.
Send personalized and targeted emails.
If your emails are boring, or annoying, if we consider that 70% now use Gmail as email, it is easy to understand that your email is only a nuisance.
So make sure you have a welcome message to thank users after signing up and if possible try to personalize your messages as much as possible.
The frequency of sending.
If you have a very large list, it is important to find the right sending frequency.
If you send emails very frequently, your subscribers will get tired and may either unsubscribe or mark your emails as spam. If, on the contrary, you rarely send them, you won't be recognized for your good reputation.
As a general rule, you should write to your contacts a couple of times a week, but it also depends on your relationship with them.
Pay attention to your spam filter before sending.
At the end of a campaign Mail Marketing always shows the SPAM score. A score that is too high is blocked directly by our systems, but the lower the score is, the more successful your campaign can be.
Pay attention to the links in your email.
Spam filters check the URLs you are linking to. If you are linking to a domain of dubious reputation you will be penalized.
Do not use links to your url or URL shortening systems like bit.ly.
Your links should be whole and real URLs. Services like bit.ly are widely used by spammers. Links to the url (e.g. www.yourwebsite.com) are also not recommended as the url will be rewritten by our internal statistics systems and creates a very high score.
For external links, you better use "click here" or a button.
Make sure that the sender data is coherent.
I don't suggest changing the sender data frequently. True, sometimes it can help to attract attention... but let's not exaggerate.
Staying consistent helps build a good reputation. Take some time to think about what name your contacts might recognize: it can be the name of your company, the name of someone within it, or even something even more original.
The more recognizable it is, the less people will mark your emails as spam. The name of the sender is very important in brand recognition.
Check the automations.
If you have active automations, check them thoroughly. You may find that some contacts are receiving 6, 8, 10 messages a day and therefore ignore them all.
Do not use the same subject and content.
If you send more than one email with the same subject line and text, it will be filtered as spam (for example: the subject line "this is a test" and the text "this is a test").
You should also try to avoid using the same "to" and "from" addresses.
Sending an email where the email address "to" is the same as the email address "from" will definitely be marked as spam.
If you don't understand what I mean, it's when the sender is [email protected] and you to test the functioning of your form subscribe with the email [email protected].
Make it easy for customers to unsubscribe.
Although we all know that in Autoresponders there is always a link at the end of the email that allows you to unsubscribe, very often it is not enough. You have to treat people like cetaceans.
Ending up in the spam folder is really terrible for your reputation, while unsubscribing isn't necessarily horrible, it simply indicates that someone doesn't want to receive your emails anymore.
Conclusion
Keep in mind that your primary focus should be to keep your contact list clean, send interesting content, engage your contacts and encourage them to interact with your campaign.
If you keep your focus on these points, you're sure to get great results!
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