Do you know the anti spam filters that affect Email Marketing? If you are doing email campaigns and you do not get good results, this article interests you.
There is no point in designing an Email Marketing strategy or losing time with beautiful designs if your executive officer email list does not reach your subscribers’ inbox. Therefore, it is important to know the criteria followed by anti-spam filters and start making profitable the Email Marketing campaigns.
Improving the results of Email Marketing is a long process that requires a lot of consistency in terms of database maintenance.
The main reason for the low opening rate is the direct arrival to the SPAM folder, but why does this happen? Lets start by the beginning; the anti spam filters.
What are anti spam filters?
Anti spam filters refer to the algorithms used by webmail servers to determine what is spam (SPAM) and avoid bothering users.
These filters work through a scoring system that determines the degree of spam contained in an email. They are based on criteria where each word and each detail counts.
Criteria of anti spam filters
We have technical criteria and content, both are important and should know in what way they affect the delivery results.
Black lists: It is where those emails with IP addresses that have been classified as spam for shipments without authorization or for containing viruses in their messages end.
Analysis of the historical: The filters analyze the history of shipments to make sure before marking an email as spam. In this way, those who always send mass mailings and with high rates of spam or complaint are sanctioned.
Server Reputation: The Email Marketing provider is important, as well as the shipping structure that it has.
Volume of shipments: The excessive size of the mailing list can negatively affect, that is, we could be considered spammers. In addition, if many emails are sent to the same domain, it can be classified as a cyber attack. It is important to establish a shipping schedule so as not to exceed certain limits.
Shipping speed: If the shipment is made in the same round, at the same time, we are more likely to be marked as spam. I recommend making a very progressive shipment, something that hardly affects a campaign. Some providers, such as Mailchimp, have the option to send in parts.
HTML code: It is important that the HTML code is clean and clear, without errors.
Bayesian filters: They use the history to detect words or paragraphs that are repeated in several emails insistently. We must not insist with the same message to the same users, since it can be considered spam.
Number of images: Excessive images do not like filters, the lower the image / text ratio is, the better. The “white” images are the most sanctioned.
- Here you can see some examples of Cabify. It should be said that if we are a company with so many followers, and also interested in our brand (for promotions in part), we can skip some rules …
- Examples of Cabify
Marketing words: We should avoid the typical words most used by the commercial area:
Capital letters and signs: We should not abuse the admirations (Buy now !!!) or the capital letters (FREE!).
With these 4 basic tips you can greatly improve the opening ratio of your campaigns:
Avoid the blacklist
We should try to get email users to add us to their contact list. This will bring a lot of quality to our shipment and will forge a good reputation for the sending IP or with the webmail server. Certainly not easy, but you can try.
Improve the sender and the subject
It is the first thing that a user is going to fix, if this is not right, it will not open the email.
A very good option for the sender is to use a verified own domain.
As for the subject, it should be short and include the name of a commercial and then the company name, for example: “Laura de Nike”. Forget overly commercial messages.
data base maintenance
The quality of the list is basic to achieve good opening ratios. If we have many emails that are clearly disinterested in our communication, not only will they harm this campaign, but future ones …
Buy BBDD is illegal and unethical, but it is also that we will not report good long-term results. It is convenient to regular maintenance of the databases, which includes investigating the complaints or spam of each shipment to solve it.
Ratio image / text: There must be a balance between the amount of images and text. In addition, the images should always be responsive.