In this article, we explain why newsletters end up in spam and share tips on how to ensure that emails are always deliver to recipients. At the end of the article, we left a link to a checklist for checking email newsletters.
What is the difference between spam and honest mailing?
Email marketing is an internet marketing tool, promoting business and products via email. According to DMA , every dollar invest in email marketing brings $32 in profit. Email marketing is universal – it is us to promote online and offline businesses, with the help of letters inform users about important updates and promotions, increase loyalty and tell how to use products.
Spam is a mass mailing of letters without the consent of users. Such letters may contain advertising, offers to sell goods and viruses. Spam differs from honest mailing in that in the latter case the user himself gives consent to receive news. Spam is found not only in mail, it is also sent via SMS and messengers.
How to know if a mailing has been mark as spam
Check your email deliverability regularly – if it drops sharply, your email may be going to spam. Here are a few ways to check:
Check the domain and IP address. Mail services block sending from suspicious addresses, and add domains to blacklists. You can make sure that the IP or domain is not on the list of suspicious ones on special sites: URIBL , Spamhaus , ProofPoint , Spamcop . If the address is in one of these databases, try contacting the mail provider’s support service, describe the problem in detail and ask for help with unblocking.
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Websites to check your email domain
Service for checking mail domain
Register test mailboxes and add them to the mailing list. If for some reason letters end up in spam on test addresses, then other users will have the same problem – perhaps the sender’s reputation is low.
Track reports in postmaster services , such as Google Postmaster , Mail.ru Postmaster . They allow you to see in detail how many letters were sent to users, how many of them were open, and what percentage end up in spam.
What to do to prevent emails from ending up in spam
A person’s personal email is consider personal data, so email services try to protect users from unwant and dangerous emails, such as phishing mailings. Spam filters help with this – algorithms that scan emails and check them according to specific standards. They determine how the database was collect, whether the email contains suspicious files and links, take into account the domain reputation and dozens of other factors. Mailings that do not pass the filter are sent to spam as unwant or block altogether. We’ve put together some basic tips to help you set up your email and get your emails deliver to your Inbox.
Set up resource records and digital signatures
This includes PTR record, DKIM, SPF and DMARC policy. After the mailing is launch, the provider checks the letter before sending it to the subscriber:
decrypts the PTR record and checks whether the server’s IP address matches the company’s real domain – in Reg.ru, PTR records are creat automatically for mail on the domain ;
decrypts DKIM and checks if the email was actually sent by that company;
checks the SPF record to ensure that the domain has permission to send mailings.
All these tools will help protect your email from spam and phishing , ruce the likelihood of dangerous mailings on behalf of the company, and improve the sender’s reputation.
Don’t buy mailing lists
Consent to receive emails is the main difference between honest mailing and spam. Therefore, if you plan to do email marketing, collect your database honestly. Illegal methods of obtaining user addresses can lead to negative consequences for business:
Non-target traffic . Users who have not buy job function email list consent to receive mailings are most likely not interest in the company’s products and are not part of the target audience. In addition, many addresses in ready-made databases are no longer us.
Fines . According to the Law on Personal Data , collecting email addresses is only permitt with the consent of users: online through special forms on the website and in social networks or offline using questionnaires. If a user receives a mailing that they did not agree to receive, they have the right to file a complaint against the company – this threatens the business with a fine.
Getting into spam. People are not expecting your newsletter – it will probably irritate them, so most of your emails will go into spam.
Low IP or domain rating
Ready-made databases contain trap addresses — email addresses that have not been us for a long time. Mail services leave such traps to quickly identify spam and block unwant mailings immiately after sending. If such an address appears in your database, providers can add the domain to the blacklist.
Obtain user consent to receive emails
Before collecting, prepare a user agreement phone number qa and privacy policy. Then develop a consent form – this can be a checkbox “I agree to receive advertising mailings” during registration or a standard subscription form. For example, like this:
Newsletter subscription form – what should it be like?
Under the subscription form there is a link to the rules of the newsletter – the user understands why he gives his consent and how the email address will be us
Use double opt-in
Double opt-in is a letter in which the user must re-confirm their consent to receive newsletters. It is necessary to avoid unwant subscriptions or registrations from users who accidentally check the checkbox.
Double opt-in allows you to improve the quality of your subscriber base: emails will not be receiv by users who are not interest in the mailing list. The number of inactive readers will be minimal. Double registration also helps ruce the number of complaints from users, which means the likelihood of getting into spam is ruc.
