A huge amount of marketeers do not fully understand how email spam filters work and that’s one of the main reasons why badly developed email campaigns fail. Understanding how spam filters work will eventually increase your deliverable percentage and hopefully keep your subscribers and clients happy. Let’s start of by listing the main spam filters used widely by large organisations and services:
Spam filters look at a list of criteria to work out if the email is spam or not, examples such as using caps in the subject line hugely increases your chances of being filtered out by spam filters. Each spam filter assigns points to every email received and if your campaign exceeds the threshold, your email will get filtered out. The threshold is different on each server depending on the user settings, the higher the settings the less spam the recipient will receive.
The following is a list of mistakes most marketeers make when developing their email campaigns. Avoiding these mistakes would greatly improve your email from being filtered by spam filters. Please try to avoid the following mistakes, please.
Using all caps in emails is not only rude but quite hard to read, especially if it’s a lengthy sentence. You don’t want to be this woman, fired for using caps in her emails.
Building email newsletters using poorly coded HTML is BAD,BAD,BAD!. Never convert a Photoshop or Microsoft Word email newsletters to HTML. Either learn how to code HTML the right way or hire a professional.
The amount of emails I see which is just one large image and with little or no text, makes me laugh. Spam Filters can not read images so automatically they filter this as spam. Use a combination of 50% images and 50% text and you should be good to go.
Happens to agencies all the time, sending out a newsletter to a client for approval only for the newsletter to be sent to the client’s spam folder which causes a lot of problems!.
Hopefully following my advice should help your clients/customers actually receive your newsletter and make us all very rich….only kidding.