Deliverability is the key to email marketing success. However, obstacles such as spam filters and user complaints can have a severe negative effect on deliverability

 by derailing a significant portion of emails into the spam folders of ESP’s. What preventative measures can be taken to avoid the spam folder? A few good techniques 

 to consider are:


1.       1.   Personalize your emails

            Customizing your mails to the interests of your recipients will help lower user complaints. Addressing the user by name and creating templates are good places 

            to start personalizing.


        2.   Usage of grammar and avoiding spam words

            Words in all capital letters and words such as “free,” “for you,” “get paid,” etc… are spam friendly and should be carefully avoided.


3.       3.  Include unsubscribe links

            ESP’s often filter emails that don’t include unsubscribe links and headers because many other spam emails lack that sense of authenticity. Use a combination of text

            and html when sending emails.The majority of ESP’s typically filter HTML emails, so a combination of text and HTML is recommended for better deliverability results. 

            A good rule of thumb is to include a ratio of 80% text and 20% images.


1      4.  Use a combination of text and html when sending emails

T              The majority of ESP’s typically filter HTML emails, so a combination of text and HTML is recommended for better deliverability results. A good rule of thumb is to include

             a ratio of 80% text and 20% images .

 

         5.  Frequently test your emails

       Send out test emails and experiment with subject lines and see if those mails land in the inbox or bulk. Also, gauging recipient engagement by sending different mails will help 

       define the interests of your user base, so you can personalize emails. Use a proper message ID and received headers. Message ID’s that don’t include brackets and use the wrong

       @ could make ESP’s think that you are a spammer. Researching what Message ID’s that will work with your particular content is an important step to avoid the spam folder. 

6  

6       6. Use a proper message ID and received headers.

             Message ID’s that don’t include brackets and use the wrong @ could make ESP’s think that you are a spammer. Researching what Message ID’s that will work with your particular content

             is an important step to avoid the spam folder. 

6

         Following these steps should insure a better inbox delivery rate in the constantly evolving world of email marketing.