One of the problems just now of sending email marketing campaigns is that some end up in the spam folder, how do you solve this problem?
One of the big problems that we face when it comes to sending e-marketing campaigns to e-commerce is that some of them end up in the spam or spam mail folders of our recipients, so they never get to see the information we want to convey.
The latter, precisely, is the least of our problems since the reasons why an email ends up in those folders go much further.
In this little guide we will offer you a series of guidelines so that your newsletters or emails are considered correct and legitimate by the spam filters and are able to reach the inbox correctly. But, before going over these guidelines, let’s see…
What is and what is considered spam
Spam is all commercial information, received through email or any other online medium, and has not been asked for by the recipient.
It is an illegal activity and totally not recommended, not only for the annoyance that can be caused to the users but because these can include your emails in your list of unwanted emails. This is very harmful to your online reputation, and can even lead you to being marked as blacklisted spam. If this happens, any email you send, even if it is legitimate, will have a higher chance of landing directly in the spam folder.
A bad reputation online is not the only factor that is considered spam. If the content or design of the emails that we create is bad (inclusion of prohibited words, abuse of images …) we also increase the risk, as well as if the behaviour of the recipients of emails is incorrect, such as a low opening level or no interaction with the links of the email.
Some legislation on email marketing
You do not need to be a lawyer or a legal expert to understand the basic rules for emailing business information. We will review the most important rules:
- The first and most basic, email senders must have given permission to receive your information. In the case of owning an online store or drop shipping store, these users will be all those who have bought in your online store and who have authorised you to receive commercial information. It will also be those who have subscribed to your newsletter in the event that your website has implemented this option.
- A mandatory rule is that all of our email submissions must include a link to unsubscribe from the database. There are email marketing managers who automatically take those users off our lists, just as there are others that we have to do by hand.
- It is also mandatory to include an existing physical address of the sender of the email or newsletter.
- In our emails, the identity of the sender must be real. This does not mean that we have to put our first and last name, but the name of the online store or the website from which we send the email.
How to reach the inbox through the content and layout of my emails
Once we have understood the two points above, we must review a topic that we have mentioned in previous paragraphs but that is quite relevant: the possibility that a design or wrong content will damage our online reputation.
Here we cover information that might be obvious, but it is necessary to review some fundamental concepts:
- Words considered as spam: in the post where we spoke about mistakes in email marketing and mentioned that there are words that filters can consider spam more easily to than others.
- Be original: If you always send the same type of email marketing campaign to your subscribers, they may get bored and unsubscribe or mark your email as spam. Create new designs in the calls to action, offer quality content and try to keep your subscribers updated.
- Try to avoid the rebound rate: make sure that the links you add in your email go to the right place and those that they reach are attractive to users to prevent them from quickly leaving your site and to keep the email servers happy.
- More text than pictures: make sure that the proportion of text is greater than that of images since, in most cases, if the recipient does not give permission to download the images, they are not visible. The more information the receiver sees first, the better.
- Be responsive: every time you design an email, check before that everything is displayed correctly on both computers and mobile devices. More and more users are checking their email on their mobile phone, so make it easy and you will win.
Finally, choose a good email marketing management program
Do not send your emails from standard managers like Hotmail or Gmail. These tools are not intended for mass mailing. We recommend that you use other specifics for email marketing such as Mailchimp, MDirector, Mailrelay … many are free (at least up to a maximum number of subscribers and/or submissions) and very simple to use, while powerful and effective.
Follow these tips and you’ll have a much better chance of reaching the inbox of your target contacts.