The dreaded spam folder — a place where emails go to be ignored. If your carefully crafted email campaigns are landing in your recipients’ spam folders, you’re not only wasting your efforts but also missing crucial opportunities to engage with your audience. So, what do you do when your emails are branded as spam? Here’s a comprehensive guide to help you navigate this issue and get your messages back into the inbox.
Understanding Why Emails End Up in Spam
Before we delve into the solutions, let’s understand why your emails might be landing in spam. The primary reason is that email providers use sophisticated algorithms to protect their users from unwanted or potentially harmful messages. They look at various factors such as email content, sending frequency, user interaction, and sender reputation.
How to Prevent Your Emails from Landing in Spam
1. Verify Your Email Domain
To help reduce spam, most email clients require domain verification. By verifying your domain, you assure the email client that you are who you say you are. This process involves DNS (Domain Name System) settings, specifically adding SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) records to your domain.
- SPF: An SPF record is a DNS record that identifies specific mail servers authorized to send email on behalf of your domain.
- DKIM: DKIM adds a digital signature to the headers of your email messages, allowing the receiving mail servers to verify that the email was actually sent from your domain and wasn’t modified during transit.
- DMARC: DMARC utilizes both SPF and DKIM to verify that an email is legitimate. It also specifies what should be done if a message fails these checks, providing an extra layer of protection.
2. Get Consent
According to the CAN-SPAM Act of 2003 and other regional laws, it’s mandatory to have explicit permission from individuals before you send them marketing emails. Ensure your subscribers have opted in to receive your emails. Use double opt-in methods where subscribers confirm their subscription through an email link. This not only helps in reducing spam complaints but also ensures you are sending emails to people who are genuinely interested in your content.
3. Avoid Spammy Content
Email clients use algorithms that scrutinize email content. If your email looks like spam, it’s likely to be treated as such. Avoid excessive use of exclamation marks, all caps, and spam trigger words like “free”, “buy now”, “guarantee”, etc. Make sure your emails are well-designed, with a good balance of text and images.
4. Maintain a Good Sending Reputation
Email clients monitor how recipients interact with your emails. If your emails are frequently marked as spam, or if many of your emails bounce back because they were sent to invalid addresses, your sender reputation will take a hit. This will increase the chances of your emails being flagged as spam. To maintain a good sending reputation, regularly clean up your email list, removing unengaged or inactive subscribers.
5. Be Compliant with Email Laws
Stay compliant with the CAN-SPAM Act and other regional email laws. Always include a valid physical postal address and a clear way to opt out of future emails in your campaigns. Remember, each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $50,120.
Landing in the spam folder can be a major setback for your email marketing efforts. However, by taking the appropriate steps to verify your domain, get consent, avoid spammy content, maintain a good sending reputation, and comply with email laws, you can ensure that your emails reach your audience’s inboxes. With these strategies, you can build and maintain a strong relationship with your email subscribers, boosting your email marketing success.