Email Marketing still is one of the most effective ways for businesses to communicate with their audience. Therefore, the message must be correctly delivered instead of going to the spam folder. How to avoid this? Nothing ensures 100% that the message does not go to the spam folder, but there are good practices that companies must follow to avoid it.
Before, pay attention to these three topics:
- Choose a credible and reputable Email Marketing platform from email providers. These platforms authenticate and ensure ownership and validity before sending any email. In addition, they enforce good practices, at the level of templates, rules and methodologies.
- Send emails to qualified and targeted contacts that are your target audience, who are interested in receiving the information. This helps you not to damage your domain reputation and so that emails are not immediately deleted or sent to the spam folder. This information is recorded by email providers who denigrate the sender.
- Create relevant and useful content for recipients, because reputation with email providers has to do with people’s interactions with email sent: opening rates, clicks, referrals, and responses.
Once you have secured these points, you should then pay attention to best practices to avoid the spam folder:
- Avoid words related to urgency, sales and the imperative: buy, now, free, premium, bonuses, opportunity;
- Avoid exaggerated exclamation marks;
- Do not use the caps lock to highlight the information, because it looks like you are “screaming”;
- Do not use repetitive calls to action, like “click here”;
- Ensure that the subject matches the email body;
- Do not send heavy emails (up to 100 kb), nor too long, as they are associated with spam;
- Strike a balance between images and text. To better understand this, read our article with Email Marketing tips;
- Do not use reduced links;
- Do not use forms, video or javascript in the email, because they are not supported and are at greater risk of going to the spam folder. First, place a static image with a Play button. In the case of forms, link to a landing page;
- Do not abuse the formatting, using only two or three colors, two or three font sizes (not to exceed 14) and use one or two more standard fonts;
- Make the spelling and grammar correction, avoiding misspellings;
- Include your business address, as this confirms that it actually exists;
- Make it possible to remove or update the subscription, with a link;
- Always test your email before sending.
In conclusion, do not send emails to purchased lists, create valuable and interesting content for your target, to encourage interaction, update databases, analyze reports, and adjust actions according to results. This will make your emails less likely to fall into the spam folder.