Thousands of emails are sent every second, and according to Statista estimates we will end the year with a figure of 319 billion emails sent this year. Besides the concern to stand out from other emails, there is the dreaded spam bin, in which our content can end up if we do not take sufficient precautions. Next, we share with you why email marketing may be the ideal strategy for you and how we can avoid the spam bin by using this strategy correctly.
What Is Email Marketing?
Email marketing is a series of actions performed by email for different purposes, such as sales, improving relationships with current customers, sending newsletters, among others. This type of marketing strategy is increasingly adopted by companies from different lines of business, which makes it very versatile and can yield positive results in all possible lines of business. Although its advantages may lead us to believe that it is something that requires a lot of skill and the experience, the reality is that anyone can start using it, so every campaign they send serves as an experience to improve the way they set them up. While so far we’ve only talked about its benefits, it’s also important to point out that it’s not error-proof.
Common mistakes in email marketing
Email marketing mistakes can be avoided at many stages of the process, so it seems important to mention the mistakes that occur in the early stages of management.
- You are using purchased mailing lists: Buying mailing lists is not practical if you want to reach more people. It is possible that you have a larger audience but this practice is not only considered illegal but also has a high rate of inactive emails, so that the email sent to these lists can more easily be seen as spam.
- There is no balance in the sending frequency: An email user is usually used to seeing certain senders present in their inbox from time to time. If the frequency of sending email marketing campaigns is abused, the user can unsubscribe, but if campaigns are sent to users with too low a frequency, the campaigns could go unnoticed or even confuse the recipient with the fact of not knowing whose company you are receiving the email from.
- Non-compliance with anti-spam rules: Falling into the spam folder is an inevitable fear when launching any email marketing campaign, but it’s a lot more common than you might think. Spam filters are used to detect spam to prevent it from reaching the user directly, and even if the content you share through your campaigns is not intentionally spam, it can be detected as Phone. Knowing how to avoid ending up in the spam bin is important in order to avoid it and get the best results you are looking for with your new email marketing strategies.
Gray list… What is it?
Just as some of us may have our blacklists of places to avoid at all costs, mail servers take care of the content that reaches our inboxes through the gray list, or better known as Greylisting. the gray list This is a measure that the Mail Transfer Agent (MTA) takes whenever it receives an email from an unidentified IP address, to avoid UCE (Unsolicited Commercial Email), thereby reducing the amount of junk mail we might encounter in our inbox. . Although the user is not aware of the whole process that occurs with the arrival of each email, it is something that is scheduled to run whenever an email wants. be sent to us. It can be summed up in 4 steps:
- The sender writes an email from an email program called Mail User Agent (MUA)
- The MUA establishes an SMTP connection with a mail transfer agent (MTA) of the sender so that it can send mail to the intended recipient.
- The sender’s MTA connects to the recipient’s MTA to deliver the message to them. It is at this stage that the gray listing occurs, taking into account the following:
- The IP address of the sending mail server
- Sender’s email address
- The recipient’s address (es)
- If the recipient’s inbox has been synchronized using IMAP or POP3, the sent mail will appear as new mail.
Although the greylist seeks to protect the user from such unwanted emails, it can also have some disadvantages such as delay in email delivery and not 100% success so it may send emails to the spam box without being.
4 tips to avoid ending up in the junk mailbox
While this is the worst fear for those who are dedicated to email marketing, falling into the spam bin is completely preventable if you apply some of the tips we leave you below:
- Choose a reliable provider that offers you the email marketing service: Avoid the problems at the root, where you send your email campaigns can be a big help in getting your emails to reach the list of recipients you want in a higher percentage. There are platforms that offer the messaging service along with other functions such as results analysis, segmentation and statistics, as is the case with SendPulse. SendPulse is an email marketing platform with a presence in many countries, for which the IP address provided is considered anti-spam, thus preventing your campaigns from being trapped in the spam bin.
- Keep your mailing lists neat and tidy: Inactive emails in your mailing lists could drop your emails into the junk mailbox. By having a constant bounce rate in your campaigns, they might alert spam filters, marking your email as spam. Purge your lists of contacts that do not appear to be active, although this may decrease the size of your database, in the end it will give better results in terms of openness and conversion rates.
- Avoid excessive use of multimedia content: While we like to see our content in an eye-pleasing way, whether it’s pictures, photographs, or even videos, sending emails can be a problem. An email with multimedia content may take longer to load at 100%, aside from the fact that spam filters are generally very demanding and wary of multimedia content, your emails. could therefore be sent directly to the junk mail box.
- Choose your subject line carefully: The subject line is the first impression your subscribers have of your campaign. Using words like “Sale”, “Free”, “Offer” tends to be detected more quickly by spam filters, thus increasing your chances of being identified as such.
Getting into the spam bin is something no campaign is immune to, but we can try to apply some tips to avoid it and thus be able to reach all of our desired audience, achieving the goal of our objectives.