It is possible that emails you send may be directed to the recipient's junk mail folder. This occurs due to an email server security measure, which uses spam filters to prevent unwanted content from frequently arriving in users' inboxes.
How do I avoid my emails being marked as spam?
If your campaign has been classified as spam for your leads, you must review it in order to validate some critical points that may be responsible for this classification.
Please see below some questions that you should answer in order to carry out a more detailed analysis and find definitive solutions for your particular case.
1. Is your domain whitelabel set up correctly?
Whitelabel setup basically authorizes RD Station Marketing to use your domain as the sender for delivering email campaigns and marketing automations. When this setup is not completed correctly, email services may classify your campaign as spam because your domain is sending emails from an unauthorized tool.
2. Are you sending unwanted emails?
In addition to having the technical settings up to date, you must ensure that your recipients are interested in receiving your content. After all, it isn't good practice to send campaigns to people who have not asked to receive them. Therefore, you should always try to keep your base clean, comprising engaged leads that are interested in your content.
3. What is the content and format of your sent emails?
To prevent your content from being marked as spam, you need to understand a little more about how email filters work.
Filters usually read messages that users classify as spam and try to identify some kind of pattern. When a new message arrives in the user's inbox, it is immediately compared to these patterns. This way, similar aspects generate a score for each item. When there are many items in common and a score limit is reached, the message is considered spam.
To keep away from your recipients' junk mail folders, you must avoid the following items:
- Red font;
- ALL CAPS titles;
- Excessive exclamation points;
- The word Test in the subject line;
- Phrases such as Click here, Free, Don't miss this opportunity in the email body or subject;
- Email containing a single large image, with little or no text. This practice has a negative impact on the email campaign's final results;
- Messy HTML coding (this usually happens when converting a Microsoft Word file into HTML).
4. Was your campaign sent from a free email service provider?
Sending emails from free domains (such as @gmail.com or @hotmail.com.br) is not considered best practice, because the recipients' mail servers may recognize your message as fake.
This occurs because, in these cases, we send a message on behalf of mail servers such as Hotmail from our own server (RD Station). It's as if the client receives a phone call from a United States number, but the caller identifies themselves as being in Brazil.
In the case of campaigns sent by RD Station, you should always use an email address that ends with @yourdomain.com. You can select the sender's email address in campaign settings, as shown in the image below:
5. Has your company's domain been blacklisted?
Blacklists are created by email servers which, after analyzing domains and IPs that send campaigns, list those considered spammers.
Each one works differently. Some use reports of messages marked as spam to identify which domains or IPs are sending them, while others use Spam Traps to penalize those who buy mailing lists.
Email servers also choose which blacklists to use when verifying whether the emails they receive are unwanted or not. The main servers use one or several lists and, once you have been added to them, the only way out is to prove that you have the customer's opt-in permission to send them messages. Therefore, it is important to always make sure that you are sending emails to engaged leads who are interested in your content.