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7 tips to make sure your Newsletter doesn't end up in your customers' Spam folder!


The spam filters are a great tool to avoid unwanted emails. But when we want to send a bulletin or newsletter to our customers, these filters often become an obstacle, since they sometimes incorrectly mark our newsletter as spam. Unfortunately, there are no magic formulas to avoid this (as each filter has its own settings), but here are 7 tips to at least minimize the problem.

Obviously these tips work much better (and even automatically) with the help of an e-mail marketing system. At Geotelecom we are using the E-goi . We like it because it is very complete, it has advanced functionalities that will improve our opening rate and, above all, it has support in Spanish, which is something to be thankful for nowadays.

1) Do not send messages to subscribed customers.

This is the first reason  so that your e-mails do not end up in the spam folder. Keep in mind that the fact that they are your customers or contacts does not imply that they have given you their explicit authorization to receive your newsletter or  newsletter. If you set out to send without permission, there is a good chance that they will hit the "spam" button. What's worse, when this happens, ISPs (Gmail, Hotmail, Yahoo, etc.) can block your newsletter for the rest of the users.

Disaster can strike in the form of your domain being blacklisted! For this reason, you must make sure that your website has a double entry form of enrollment in the newsletter. You can also create registration forms or other supports for customers in your business or physical store clearly informing them which is to receive your newsletter.

2) Send mailings with interesting content for your customers.

In the same way that when you send a newsletter to those who have requested to receive them, PSIs are always attentive to the interest that their communications generate in people. If the recipients do not open or click on a newsletterIf you do not send it, ISPs may filter it out as spam in future mailings. This is called "reactivity" (engagement)) and is one of the most important statistics in your process of e-mail marketing! Therefore, try to create content that are really interesting and useful to encourage them to open and click on your content. Platforms such as E-goi are fantastic for measuring results.

3) Clean and keep your subscriber list up to date.

When you want to send your newsletter for deactivated or invalid e-mails (a typical behavior of spammers) ISPs can penalize and block your next mailings. For that reason, it is essential to delete all addresses that are no longer valid. (usually called rejects). If you don't want to remove them by hand, email marketing platforms like E-goi automatically clean up soft rejects and hard rejects and insert a link for people to click on if they want to be removed from the list. As a rule, the cleaner your list is, the more suitable and correct it will be for ISPs and the better the delivery rate in the inbox.

4) Do not send content that could be mistaken for spam.

Before sending the newsletter, confirms that it will not activate spam filters! Although each filter has its own rules, you can follow some general rules.

  • Do not send emails composed only of images (the ideal is a balance between HTML text and images).
  • Use well-formatted HTML codes (e.g., do not generate the HTML of the newsletter with Word or Photoshop). :)
  • Prepare an alternative plain text version of the e-mail.

To verify all this, you can use the anti-spam report of E-goi which, in addition to automatically creating a plain text version, will analyze all content and provide you with a score and tips to improve your results.

5) Certifies e-mail senders and servers

One of the things that ISPs are most attentive to is the reputation of the server through which you send your newsletters. In order to have a good reputation, it is essential to authenticate your server with the main e-mail servers (SPF, SenderID, DKIM and DomainKeys). This process should be done by your server's technical manager. If you choose to use an e-mail marketing service such as the aforementioned E-goi, the task will be easier since it includes certified servers as well as the necessary instructions to configure the servers correctly.

6) Pay attention to the frequency of shipments.

Even if people want to receive your newsletter, it may be excessive to receive one every day (for example) so the risk of being marked as spam is very high. On the other hand, if you send out infrequently (e.g. monthly), you may have the opposite effect, that they are forgotten and may be considered spam. Do you have a newsletter daily? Do you offer the possibility of receiving them less frequently? Do you send them sporadically? Include a reference reminding them why they receive your e-mail and the date they subscribed to your e-mail. newsletter (Platforms such as E-goi you can insert an option in the sending frequency where the reason and date of registration are indicated).

7) Ask your subscribers to add your sender to their safe address list.

Because even if you follow all these tips, there is always the possibility that some filters that are too aggressive will send your newsletter to spam. To overcome this you can add a sentence in the e-mail (e.g. at the top) requesting that they add your sender to their safe senders list]]>].

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