Spam Filters and Their Effect on Your Email Marketing Campaigns
Scale business inevitably faces the problem of SPAM filters. Even one-fifth of emails based on preliminary permissions end up dropping to SPAM folders. SPAM filters set tough requirements for emails. What are they? How do they affect your email marketing campaigns? How to avoid SPAM filters? You will find the answers here.
What Are SPAM Filters?
Getting unwanted emails is a problem everyone faces. SPAM filters solve this: they target sorting out and eliminating unsolicited emails not to disturb users with unnecessary information. SPAM filters are applied to both inbound and outbound emails. However, the major focus is on outbound emails. This is the way to protect users from viruses and obtrusive publicity. As a rule, SPAM filters are hosted in the cloud on servers or integrated into software (Microsoft Outlook).
How Does It Work?
The mechanism is simple: software identifies messages subjected to multiple users using algorithms. When a message passes a threshold assigned, it is flagged as SPAM and sorted out.
Such filters identify different types of SPAM:
- content SPAM (sorts out messages that contain words that are often used in SPAM emails);
- headers (email header can be a source of SPAM as typical headers are used in SPAM emails or contain the email address of a spammer);
- blacklists (emails coming from suspicious addresses);
- customized rules (organizations sending SPAM emails apply special rules to exclude their emails from certain senders).
SPAM filters make harm to your marketing campaigns. Therefore, you should test your emails before sending them to your prospects. There are many tools to check whether your email can slip through a SPAM filter. For example, you can use MailTester or other tools to check whether your prospects are likely to receive your emails.
The Effect of SPAM Filters on Your Email Marketing Campaigns
Even if you carefully plan your marketing campaign, you can’t ensure your cold contacts get your emails if you didn’t address the SPAM issue. Here are some pieces of advice that can help you avoid SPAM filters.
Wise Opt-in Strategy
One of the strategies to avoid SPAM filters is to get recipients’ permission. Other sign-up approaches used in email marketing are API and integrations. They allow for using single opt-in forms but still, you can get permission. The choice of the opt-in message depends on the legal requirements of a particular country. Read them before starting your email marketing campaign and choose the best legal approach to avoid SPAM filters.
Explain Your Intentions
It sometimes happens that you’re so happy to get many email addresses that you start sending thousands of emails to your prospects. This is the best way to lose subscribers. If you developed several types of content targeting different groups of potential customers, you can divide your subscribers into groups depending on the content. For example, you may send newsletters to your current clients and special offers to the prospects.
Contact Your Subscribers as Soon as Possible
Even if you used a double opt-in form, don’t wait too long to contact your subscribers. Make hay while the sun shines as modern business environment is dynamic and emails may become stale quickly. Delays may result in high bounce rate, unsubscriptions or SPAM complaints. Using automation features to generate welcome emails is a good idea.
Test Your Emails for SPAM Filters and Make Your Brand Recognizable
When your email is ready to be sent, you can run it through testing software to make sure that it can pass through SPAM filters. Also, make your content recognizable. For example, you may use images, logos or other design elements to let customers recognize your brand. In such a way, your email campaign will be more efficient.
Make the Unsubscribe Link Visible
Placing an unsubscribe link in plain view is the requirement of the law regulating SPAM. If the link is not visible, SPAM filters may sort email out. Your potential customers should have an opportunity to easily unsubscribe and be deleted from your mailing list. Each email campaign should follow this rule because customers may mark your content as SPAM if they don’t find this link. Besides, this may result in an abuse complaint and you can lose your reputation.
The development of a sound email marketing campaign is a headache but creating a strategy to avoid SPAM filters is even harder. It will be great if you make a checklist of points to consider when developing a strategy to avoid SPAM boxes.
Originally published 2021.01.11 , updated 2021.01.19