Spam filtering is becoming more rigorous. Because spam filters are regularly changing to keep up with new technologies and types of spam messages, what can be delivered to the email inbox today might be spam tomorrow.
According to Statista, spam messages made up 48.16% of global email traffic in March 2018.
Therefore, spam emails have become a critical problem that marketers should never underestimate as they affect the sender’s reputation as well as email deliverability.
Below are all possible reasons that cause emails to land in your recipients spam folder and how to maximize your email deliverability.
1. Didn’t conform to the CAN-SPAM rules
Instead of making the opt-in a required option for their subscribers, email marketers collect emails of business cards from conferences and skip this option. This violates the CAN-SPAN compliance rules. Violating the CAN-SPAM act may lead to penalties of up to $16,000.
Make sure you comply with the rules and understand the CAN-SPAM act of each country.
2. Your IP address might have been used by someone else for spam
If your IP address is used by someone else for spam, your email will be flagged as spam even if you don’t send spam yourself.
Use a reliable email service provider that has strict rules and regulations on IP protection.
3. Low open rates
Webmail providers highly value the importance of an email being opened and take into consideration those that have been either rejected or deleted by recipients as a major factor in spam filtering decisions. As a result, if the open rate is low, the chance for emails to be flagged as spam increases. Here’s a table that includes benchmarks of the unique email open rate by industry (%):
To boost your open rates, create different segments, use compelling subject lines and send your emails at the appropriate times.
4. Double opt-in is missing
One of the biggest mistakes some marketers may ignore is requiring a double opt-in; in this case, any person could enter any email address to sign-up any other person.
Offer your subscribers the option to opt-in twice. The first time when they subscribe to your newsletter and the second when they receive a welcome, confirmation email, asking to verify their email address. Confirming their subscription shows that they are interested in receiving emails from you which increases the chance for email engagement and reduces spam.
5. Emails are exceedingly reported as spam by subscribers
Another factor mailbox providers look at is spam complaints. When emails are frequently reported as spam, the chance of future campaigns being delivered to the spam folder increases. Your contacts might report your email because they find it misleading or they don’t remember your business as it may not have proper branding.
Use a tone of voice that reflects your brand. Include your company’s name in the “from name” and/or email signature and put the “unsubscribe” option so they can opt-out if they no longer want to receive emails from you. The “from name” should always include your name, company name, …read more
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