Ensure your emails make it to your subscribers (and not in the spam bin)!

You’ve taken the time to create the perfect email to your clients. You’ve researched the best time to send it out and masterfully crafted the subject headline so your readers are so tempted to read and open it. You hit send and wait with anticipation. And you then wait and wait. And nothing or at most very little happens.

NOOOOOOOO something went wrong.

You check out your open rates and they are embarrassingly low. After spending valuable hours working out what the problem was you discover your emails have gone to spam and your subscribers never received it!

This happens all the time.

Now so many of us receive thousands of emails each week, many from spammers, email businesses have become very savvy and have included many filters to stop spammers.

I wanted to share with you a few ways you can prevent your emails from ending up in the spam folders of your subscribers:

Don’t use image only emails

Spam filters find it very hard to read images when they’re scanning the image for writing and as a result emails go straight to spam. Of course use images but ensure they are have copy also.

Whitelists are King and Queen

When your email is whitelisted by a subscriber, that means that they trust the content you are providing. While some email users create whitelists, most are created through automation.

When a user replies to an email or saves it in a specified folder, the email provider adds it to the whitelist. One of the easiest ways to get your email put on the whitelist is to have an easy call to action, or CTA, within the body of your email. You can ask a question and encourage the reader to reply with their answer. You can also encourage subscribers to add you as a contact - this is really important.

Follow the strict rules

You may have recently seen the strict laws that are now in place regarding privacy. It’s super important that you include your physical address in the body of the email. This is required by law and without it, your email could be flagged as spam. You also want to make it easy to unsubscribe. Of course, you don’t want to see them go but an unsubscribe is much better than being reported as abusive, which is worse than emails going to spam. In the body of every email, you must provide an option for a user to unsubscribe from your email.

Break Down Your Lists

If you have an extraordinarily large list of subscribers, you need to break the list down. Email providers flag large amounts of emails flooding their clients all at once. Try breaking it down into smaller groups and staggering the “send times” to reduce the likelihood of being flagged.

Don’t skimp on using a good email service

Do your homework to make sure that you choose a reputable email marketing provider. Many email marketing providers, including MailChimp, strive to make sure that the email campaigns they send out are above reproach.

Test Your Emails and get others to do the same for you

There are so many email providers out there and each of them have different filtering processes. It’s worth taking the time to send an email to all of the major providers. That could include: Yahoo, Apple, Gmail and Microsoft Outlook. See how each email is received through the various email providers to see what might need to be reworded or modified to make it pass through the spam filters.

Keep Your Reader in Mind

I forget this one all the time -  make sure email is optimised for all devices. It needs to be readable on a desktop, mobile phone, and tablet. You’ll want to use a font that is easy on the eyes. There are millions of font variations out there but make sure that the font you use works for your readers - I use Helvetica mostly.

Clean Up Your List at least twice a year

Go through your list on a regular basis and remove inactive subscribers. You can always send one final email communicating that you plan to remove them from the list. You can say, “It’s been a while, and we want to honour your inbox. If you would like to continue receiving our emails, please respond. Otherwise, we wish you the best and will remove you from our list.”

Additionally, remove bounces and bad emails. Bounces may be due to an incorrect email address or because an email inbox is full.

Hope these tips are useful and increase communication with your clients/ subscribers.

Simon Harris