There is no way to guarantee 100% that an email won't end up in the spam folder. Each email server has different criteria for what it considers spam and what it doesn't.
However, if you notice during your campaign that many of your messages are ending up in the spam folder, you may have made one of the following errors:
Neglecting Your Email Address
An email address consists of two parts: the sender's name and the domain name (followed by .com, .es, etc.).
At Easymailing, we do not recommend using free email addresses like Yahoo, Hotmail, or Gmail as senders, as they can lead to mistrust. When sending these corporate emails, it is also advisable to do so from an account with a sender's name that is a real user, so that the email server knows who is sending the message. Avoid using formulas like "email@example.com."
Incorrect SPF Configuration on Your Domain
Another crucial factor that is often overlooked is the configuration of the SPF (Sender Policy Framework) on your domain. SPF is an email authentication technique that helps prevent email spoofing. Setting it up correctly sends a positive signal to mail servers about the legitimacy of your emails.
If SPF is not set up, or set up incorrectly, mail servers can mark your messages as spam or even block them outright. This is something you can easily check and configure via your domain's DNS records.
Not Having a Clean Email List
Sending emails to the right people is crucial. If you want to avoid ending up in the spam folder, you should send messages only to those who have given you explicit and informed permission to send them content. To do this, clean up your database.
Inadequate Subject Line
A good subject line, in addition to being more appealing, has a better chance of passing through anti-spam filters. Learn how to write an effective subject line. Using custom fields will help distinguish your email from the hundreds of others the user may have received, which has a very positive impact on deliverability.
Different Providers, Different Rules
Variety of Providers
First and foremost, keep in mind that there is a variety of email service providers like Gmail, Yahoo, and Outlook, and each has its own algorithms for determining whether an email is spam or not.
Providers can customize their spam algorithms based on a specific user's behavior with your brand. For example, if a Gmail user consistently opens your emails, it's more likely that your future emails will reach their inbox in Gmail.
Spam algorithms are regularly updated. What works today to avoid spam may not work tomorrow.
Reputation: Your Best Ally or Worst Enemy
Importance of Reputation
Your sender reputation is crucial. Email service providers maintain a 'score' based on reputation, calculated from various metrics such as opens, clicks, unsubscribes, and spam reports.
Positive and Negative Metrics
Metrics like open rate, clicks, and responses can improve your reputation, while spam complaints and low interaction rates can harm it.
If your domain or IP ends up on a blacklist, it can severely affect your delivery rates.
Quality over Quantity
Sending high-quality emails that provide value to your subscribers will improve your long-term reputation.
You Haven't Crafted Your Email Content Well
The content of your email is the part that will be most scrutinized by the server. It is, therefore, the most important part of your email and should receive the most effort. The content you include should be of high quality and well-designed, following general patterns that you should be aware of. Our blog explains everything you need to know to ensure your emails are not marked as spam due to inadequate design and/or text.
In the case of newsletters and informational bulletins, we recommend reducing the frequency of sending and, in exchange, creating higher-quality content. Sending continuous low-quality content negatively impacts our reputation.
Demystifying Spam Trigger Words
It is a common myth to think that avoiding certain "forbidden words" will save you from spam. The truth is that email service provider algorithms have evolved significantly and now use machine learning and artificial intelligence to filter spam, making this aspect less relevant.