You’re a regular reader of this blog (or you’re about to be! Welcome to Datavenutre!). So you’ve become a prevent my emails master of email marketing…
Your latest campaign is finally up and running and your delivery capability is excellent. The Christmas bonus is yours.
But here’s the thing… the open rate is very low, which is very unusual compared to the KPIs observed in their previous campaigns .
As a good analyst, he immediately thinks that he phone numbers database has probably been the victim of a SPAM influx… Impossible, “Surely not me ! “And yet, an email can reach an Internet user perfectly but end up in SPAM and not in the main mailbox. Even worse. You have tested the correct reception of the email in different webmails and, however, the email that was supposed to be perfect ends up in SPAM!…
But why did this admirable email end up in spam?
ISPs and email providers have tightened their anti-spam policies considerably, and Internet users are inundated with advertising messages. But don’t panic. We tell you how to avoid digital purgatory and spoil the whole family this Christmas with your special Christmas bonus.
To get a complete picture, let’s take a look at the main reasons why bad reputations are written off…There are two main reasons why an email is classified as SPAM and ends up in the wrong folder:
– spam antispam filters configured by email servers (Gmail, OVH, Orange, etc.) or email clients (Outlook, Thunderbird, etc.) systematically and automatically send certain messages to the spam folder;
– Some Internet users classify certain emails as undesirable (they contribute to enriching the spammers’ database and to constantly “improving” antispam filters.
What indicator will tell you if your email is classified as spam?
This is the SPAM Score ( SPAM Score if you want to show off a bit or if you work in English of course). It is given by providers and their spam filters. Be careful, unlike Scrabble: the higher your score, the worse!
Your email is classified according to criteria getting to the heart of the email marketing business and rules that must be respected. If you follow a few good practices, you won’t be considered the ugly duckling of email.
Several tools can help you estimate the spam score of your emails.
What can you do to clean up your emails and escape the spam folder?
You now know your Spam Score . Now it’s time south sandwich islands leads to test all the elements (one by one for each test mailing) that could potentially prevent you from passing the filters. It’s tedious, of course. But it’s the price you have to pay to be sure of getting into the main box!
Here are six potential troublemakers to keep an eye out for to stay safe:
Identification rules : presence of valid DKIM, SPF, DMARC?
The object : is it potentially blocking? Does it contain spam words?
The body of the message: Does it also contain blocking elements such as spam words. Missing unsubscribe links, presence of JavaScript content, iframes or missing alt tags on images? Have you paid attention to the balance of the image/text ratio? Are there broken links?
The message : Is there a problem with the sender? The domain name blacklisted? Is the IP address or reply-to address respectable? Is the email too heavy?
The performance of my previous mailings
Have you taken good care of your e-reputation? You may have been penalized during a previous mailing, and that is why you are now listed in SPAM. Check the reasons why you may have been penalized: the presence of a spam trap, a high rate of complaints, a party where you got a little drunk, etc.
Recipients : All addresses must be Opt-in! This will prevent you from being flagged as spam by Internet users and will free you from any possible harassment from the CNIL/GDPR.