As an email marketeer, one of the goals to achieve in every campaign you’re sending is to get to your subscriber’s inbox, but if you’re identifying low open rates and poor conversions it’s possible that your goal is not being accomplished and your emails are going to a different folder, worst scenario, spam. A lot of factors influence emails landing in spam, throughout my experience working in an e-commerce email marketing agency I’ve discovered 6 reasons why this issue happens.
- Email content is suspiciously spam-ish
Trigger words like free, sale or money are classified as manipulative and too pushy so avoid using them in your subject lines or keywords. Along with no spelling and grammar errors, be careful with the links used in the templates to not be flagged before for suspicious or fraudulent pages.
- Email design
Not everyone in the industry is aware of the protocols to follow about design guidelines, that’s why, it is important to maintain a balance between image and text, avoid image-only emails, use alt text when embedding images, and don’t miss key elements like from name, subject line and email body.
- Spam laws accomplishment
All emails must include a clear way to opt-out from them, as simple as an unsubscribe link helps to avoid you infringing a spam law. This is normally placed in the footer of the email but is noticeable enough for the subscribers.
- Poorly domain reputation
The domain used to send emails play a vital role in the deliverability of your account. If your email is marked as spam the domain is the one affected, which at the same time will affect your IP pool reputation.
- Bad IP reputation
This factor is one of the hardest to understand, however, the best way to approach it is by knowing how it works. IP needs to be warmed up and configured properly, it also requires TLS authentication and a return path certification.
- Poorly email engagement
Before sending a campaign make sure to exclude inactive users, non-opted in lists, and odd email addresses. Along with always the importance of segmenting your campaign to target the right audience per email angle.
Now you know the basics of the 6 factors affecting emails landing in spam, however, these are only a few. I strongly suggest you keep researching about it and learn more deeply why are my emails going to Spam and how to avoid this issue by experts who will also provide solutions with real case studies and experiences.