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Random emails gmail10/2/2023 ![]() Send focused, relevant content at an expected frequency that is primarily hosted on your site Only send to subscribers who have signed up and who have engaged in the last 12 months Here are some general best practices that should be in place to help protect against unexpected spam filtering and improve your email deliverability:Īuthenticate your traffic, with both email authentication and a request to be added to your subscribers’ address book 3 ways to get your marketing emails out of the spam folder While I can’t guarantee a perfect solution for your specific situation, I do have some advice that can improve a sender’s email reputation, which is the foundation used by all strong deliverability senders. Deliverability issues can depend on everything from your list-health practices to content to even industry (some industries have audiences that are more responsive to email than others). There are some nuanced reasons why senders find themselves in the spam folder, which is why it’s complicated to provide easy answers. You may then ask, “Well, then, with all these new complications, what guidance can you give to help us get out of the spam folder?” It’s mostly due to the fact that there’s a bigger risk from a business perspective of compromising activities and there are fewer resources for identifying spam send practices the way Google can with their strong algorithms and datasets. Why does B2B have stricter spam controls? Sending risky links, like link shorteners or documents to download Sending to too many old, deactivated addresses Sending to a contact that doesn’t have you listed in their internal allowlist Sending content that hosts links with poor reputations due to being used by spammersįor mailbox providers typical to B2B audiences (work/business addresses), spam triggers are similar to those in B2C, but there are often additional restrictions: Sending without authenticating your traffic Infrequent send frequency or volume spikes Regularly sending primarily unengaged traffic where the majority of your audience has not opened or clicked one of your emails in a very long time Regularly sending unsolicited traffic, even in one-off situations How do email providers identify spam emails now?įor mailbox providers common to B2C audiences (Gmail, Yahoo, etc.), spam triggers include: So the industry moved away from the symptom-focus (so-called spam words) and focused on building tools that identified spam practices themselves. ![]() It turned out, though, that there were a lot of legitimate uses for words that are often associated with spam… which means this practice wasn’t a reliable way to discern which emails were spam and which weren't. When the spam folder was invented more than a decade ago, spam trigger words were the easiest way to identify and filter spam emails, mostly because there weren't better ways to identify spam patterns or senders yet (it’s quite easy to forget how young bulk email-and email in general-really is). Why your marketing emails are really going to spam You can find comfort in the knowledge that it hasn’t always been wrong. The idea that spam words are the cause of poor deliverability (e.g., the reason why your emails go straight to your target audience’s spam folder without them ever seeing them) provides an easy solution to a complex problem.īut don’t be hard on yourself if you’re still following this advice. It’s rare to have someone on your marketing team that’s a specialist in the subject, and email deliverability can often feel like a dark art to anyone who doesn’t spend every day focused on it like myself. ![]() They’ve read all of the other articles and simply added to what they found already online. I think the reason these articles won’t go away is that most of them are written by well-intentioned marketers who, sadly, don't understand email deliverability. You’d think that, because the advice peddled in these articles is so prevalent, it would be reliable, but that’s just not the case. The problem is this advice isn't just outdated-it’s very, very wrong. These types of articles are everywhere, and they’re very popular. In following that advice, many marketers cut crucial words out of their marketing emails to avoid including a "trigger word"-oftentimes diluting the impact of their original message-just in case one of these words gets their email gets sent to the recipient's spam folder. Most email marketers will, at some point, have encountered a listicle detailing why they should "avoid these 200+ spam trigger words to keep your emails in the inbox” when they're searching for an answer to why their marketing emails are going to their audience's spam folders.
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