Business emails filtered as spam are no laughing matter. Your business wants to reach its prospects and customers. This article shares tips to help you ensure customers get your messages.
Mail or internet service providers (ISPs) use algorithms, custom configurations, and/or machine learning to filter emails, and this keeps your employee's inbox free from unwanted emails. The filters also aim to stop emails with ill intent (e.g. viruses, phishing, or ransomware).
Yet, as filters get smarter and stronger to ward off cyberattack, you need to do more. Ensure your emails get through to the intended audience with these strategies.
#1 Get permission from recipients
In some countries, if your recipients didn't ask or agree to hear from you, and the email is of a commercial nature, the email you’re sending is spam. That's why buying a bulk email list hurts your sender reputation. You don't want your business associated with spam.
#2 Avoid spam trigger words
Content filters are set to be sensitive to words that typically indicate a spammer’s efforts. These include:
#3 Don’t rely on an image
An email which uses only an image will trigger a content filter. Even if you have an image in your email, you should always have something to say about it as well.
You'll also want to avoid ALL CAPS and overusing exclamation points, too.
#4 Drive engagement
Mail providers and ISPs are able to track how people receive your emails and whether they react positively. If they immediately delete the email without even looking at it, you could be labeled as spam. If they open the email, click on a link, respond or send it on to someone else, that’s positive engagement. This improves your sender reputation, which improves your chances of reaching recipients.
#5 Work with a reputable internet service provider
Your business may be sending from a shared IP address. If someone else has been sending spam from that address, you will be a suspect, too, at least by those who filter based on IP. This is particularly painful, as you’re suffering as a result of someone else’s bad deeds.