Business emails filtered as spam stop your prospecting in its track and can prevent important communication between you and your clients. However, your business wants to reach its prospects and customers. This article shares tips to help email from getting flagged as spam.

Email providers and internet service providers (ISPs) use a combination of algorithms, custom configurations, and machine learning to filter emails, and this keeps your employee’s inbox free from unwanted emails. The filters also aim to stop emails with ill intent (e.g., viruses, phishing, or ransomware).

Yet, as filters get more intelligent and more decisive to ward off cyberattacks, you need to do more. Ensure your emails get through to the intended audience with these strategies.

#1 Get permission from recipients

In some countries, if your recipients didn’t ask or agree to hear from you, and the email is commercial, the email you’re sending is spam. That’s why buying a bulk email list hurts your sender reputation. You don’t want your business associated with spam.

#2 Avoid spam trigger words

Content filter configurations can be sensitive to words that usually indicate a spammer’s efforts. These include, but are not limited to:

  • “Dear friend”
  • “Toll-free”
  • “Risk-free”
  • “Special offer”
  • “Free prize”

#3 Don’t rely on an image

An email that uses only an image could trigger a content filter. Even if you have a picture in your email, you should always have something to say about it.

You’ll also want to avoid ALL CAPS and overusing exclamation points.

#4 Drive engagement

Mail providers and ISPs can track how people receive your emails and whether they react positively. For example, if your email is deleted immediately without even being looked at, your message might be considered spam if enough users repeat this behavior. On the other hand, if they open the email, click on a link, respond or send it on to someone else, that’s positive engagement. This positive engagement improves your reputation, which improves your chances of reaching recipients.

#5 Work with a reputable email provider

Your business may be sending emails from a mail server with a shared IP address. If someone else has been sending spam from that IP address, you will be a suspect, too, at least by those who filter based on IP. This scenario is harrowing, as you’re suffering as a result of someone else’s bad deeds.

If you are sending mass marketing emails, use an email marketing platform such as Mailchimp or ActiveCampaign. These platforms manage their sender reputation.

#6 Always include a way to unsubscribe, plus your contact information

When mailing a list, provide updated and valid contact information for your company. Also, make sure you offer a clear opportunity to unsubscribe. If you don’t, you risk non-compliance with regulations against unsolicited marketing.

#7 Pace yourself

Sending too many emails at once will prompt filter scrutiny. That’s why many marketers take a “drip campaign” approach. Instead of sending hundreds of emails at once, you schedule a staggered send. Platforms such as Mailchimp will even suggest the best time to send your message to ensure an optimal open rate.

Stay in touch successfully

The success of your email marketing and day-to-day communications relies on your getting through spam filters. It can help to ask new subscribers to whitelist you. That means they’ll add your “From” address to their contact list. This action tells the service provider that they asked for this communication.

Monitoring your deliverability is one of the best ways to stay in touch successfully. Make it easier on your team by partnering with a managed service provider to help avoid spam folders. Contact us today at 866-333-2705.

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