If there’s something every email marketing manager dreads is their emails landing in spam. All the hard work planning your content strategy, writing the best copy you can, and designing beautiful emails just to see them land in spam, where no one will ever check them out can be really frustrating.
We talked to experienced marketing strategists from an eCommerce email marketing agency to get their best tips on how to get out of spam, since there are many reasons why your emails are going to spam, and therefore, many things that can be done to get out of that situation. That’s why w. Spoiler alert: the process can be long, but if you put these tips to the test, you will eventually see the light at the end of the tunnel.
1. Clean your list
If you didn’t have compliant email practices to gather profiles into your list, then the first thing you should do is clean your list. Create a segment with all the people that are on your list but didn’t opt in to receive emails from you or any profiles that come from a bought list. Then, delete those profiles altogether from your email marketing list, believe us, you don’t want them there.
Identify unengaged subscribers, these are people that:
- Received at least X number of emails overall time
- Have opened email zero times in the last X days
- Have clicked on an email zero times in the last X days
- Are not suppressed
These characteristics may vary depending on how many emails you sent per week, how old is your list, and if the number of profiles shown makes sense for you. Once you have your segment, you can decide to delete them once and for all from your list. Or you can decide to keep them to send them a re-engagement or win-back campaign eventually. However, do not send them any campaigns while you’re still stuck in spam, doing so can get you even deeper into that rabbit hole. So, when scheduling your campaigns, make sure you are excluding the unengaged profiles segment.
2. Remove soft bounces from your campaigns & exclude people in flows
One of the reasons that might take your subscribers into marking your email as spam, is receiving too many emails. One simple solution is to exclude people that are inside of your flows from receiving campaigns and avoid them from getting bombarded with emails from all sides at the same time.
When scheduling campaigns, make sure you are excluding soft bounces. A soft bounce is caused by a temporary reason such as an email server going down momentarily or a full inbox. When emails constantly bounce or go unopened, inboxes will start sending your emails to the Spam Folder. That’s why cleaning bouncers out is a best practice when scheduling campaigns. To do that, create a segment where bounced email is at least 2-4 overall time and exclude this segment in each sending.
3. Check your deliverability frequently
Testing tools like GlockApps can help estimate your potential inbox placement rate by sending a copy of the message to a seed list. However, it can also give you insights and suggestions on what elements you can optimize to get out of the spam folder. It can even tell you if your server’s IP address is included in blacklists.
Other services to consider are MailGate Bolt, 250ok, Return Path, BlueHornet, Mail Monitor, Mail List, Smarter Tools, and Campaign Monitor.
Whitelisting is the practice of encouraging your audience to add you as a contact or a VIP. For Gmail, request your audience to drag your email to the Primary Inbox and mark it as important.
The experts suggest this because clicks initiated from inbox service providers are positive indicators of engagement. Also, ask questions and encourage your subscribers to answer them by replying to your email, this certainly tilts the scales in your favor.
Follow these tips and be patient, this is something that can even take months. That’s why all the eCommerce email marketing experts agree that it is important to get ahead of the problem and take preventive measures to avoid your emails landing in spam.