We explained the reasons why your emails go to spam and the corresponding ways to fix this problem.
Email marketing is around 40 times more effective and leads to a buying process three times faster than social media, according to a study conducted by McKinsey & Company. However, churning out emails is not enough to grow your business, after all, up to 20% does not make it to the recipients’ inbox but in their spam box.
Keep in mind that the emails marked as spam represent missed opportunities since email marketing has been found to generate a 122% return on investment rate.
Here, we compiled the most common reasons why your emails go in the spam box and the corresponding ways to fix the problem.
You don’t have permission to send emails
If you send automated email series to people who have not subscribed to your email newsletter, your message will not just go directly into their spam box, but you also run the risk of paying hundreds of thousands of dollars in penalties in violation of the CAN-SPAM Act.
To get permission, create an opt-in form on your website where visitors can subscribe to your email list.
You are targeting the wrong audience
When you use an opt-in form to get people to subscribe to your email list, more often than not, they are the right audience because they have already demonstrated a great deal of interest and engagement.
By contrast, a “bought” email list only provides numbers but not engagement, which could lead to your emails being marked as spam.
Low engagement means one thing: you are wasting your time and money targeting the wrong people.
You have low engagement rates
Even if you send emails to people who have explicitly agreed to be part of your email list, low engagement still happens. Oftentimes, they are caused by vague subject lines, incorrect timing, low-quality content, and messages that look “robotic” and unnatural.
Here, we compiled a list of foolproof ways to increase your email open rates and overall engagement.
Your subscribers erroneously marked your emails as spam
It is not uncommon for some subscribers to erroneously mark your emails as spam even though they opted in your email list. It usually happens because they don’t remember or recognize you.
To prevent being marked as a spammer, make sure that each email reflects your brand, meaning it should have your company name, font, logo, icons, and other visual elements.
Additionally, ensure that the “from” line bears your company name so your email will not be flagged as spam.
Other ways you need to keep in mind:
Your subject lines are misleading
Just like click baits, misleading subject lines can hurt your email marketing efforts. Remember, if your subscribers feel that they are being tricked or cheated into opening an email, the vast majority will toss it in the spam box, or worse, unsubscribe to your list.
When writing your subject line, it should reflect the content of the email. In this way, the subscribers get what they expect.
Your IP address has been used for spam
If you use a sketchy email marketing service whose IP address has been used for spamming, your emails could get flagged even though the recipients have opted into your list.
To prevent this from happening, stick to reputable email service providers like mailchimp, HubSpot, and Sendinblue.
You don’t follow the HTML best practices
If you include HTML in your emails, make sure you follow the best practices explained below:
You are sending attachments
Most spam filters “see” email attachments as easy vectors for malware and viruses. As a result, avoid sending them, especially in newsletters.
But if you really need to send attachments, the best advice is to upload them to a cloud storage service like Dropbox or Google Drive. Then, simply include the links in your email to prevent spam filters from flogging your message.
Your email authentication is not correctly set up
Email authentication allows your service to send emails on your behalf; hence, they appear with your domain name attached. But if it is not correctly set up, your messages may go straight into the recipients’ spam box.
If you use third-party email service and experience delivery-related issues, make sure that your authentication is properly set up.
Your “from” information is misleading or wrong
The “from” line tells the recipients who sent the email, and thus it should be accurate and true. A good rule of thumb is to include your personal name, your company name, or both.
Meanwhile, avoid shady practices where the email has a “from” field that is falsely credited to governing bodies, private organizations, and private/public individuals.
Your email does not include a physical address
All US companies, including solo entrepreneurs and side hustlers with home-based businesses, are legally required to include their physical address when sending emails to recipients.