Are you familiar with the
anti-spam filters that affect
Email Marketing ? If you are doing campaigns related to the topic, you should know that it is useless to create attractive designs if those messages are not actually seen by your target audience. Therefore, it is essential to know the criteria that these filters follow in order to start making the strategies profitable.
Having a good
database is very important to carry out a good
Email Marketing job. To begin with, it is necessary to understand that the low opening rate of most messages is the
spam folder , which prevents them from reaching the intended recipients.
In order to discuss the topic in depth and understand how it works, we must begin by talking about anti-
spam filters, which are the algorithms used by
webmail servers to determine what is spam and what is not, and thus prevent users from receiving annoying emails, popularly known as spam.
In order to classify what is spam and what is desired mail, there are a number of scoring systems, responsible for determining
the degree of spam of the email . In these criteria, each word and detail of the email is important to make a good assessment.
The different criteria of antispam filters
There are a number of criteria that need to be taken into account in order to understand the different filters that exist.
Technical criteria
Blacklists. These are types of emails that are not authorized or contain viruses in their messages and end up being classified on this type of list.
Historical analysis. A type of study is carried out on previously sent emails to determine whether they are mass emails with high
spam or complaint rates. In this way,
emails with a tendency to be
spam can be detected.
Server reputation: The Email Marketing provider is important, as well as the sending structure it has.
Volume of shipments. It is highly recommended to establish a sending schedule so that
emails are not part of this criterion, since, if the database is too large, it can have a negative impact considering it is a cyber attack.
Sending speed. We recommend sending messages in stages, that is, sending
emails little by little so that they are not marked as
spam. There are a large number of providers, for example, Mailchimp, that offer this option of sending messages in a scheduled manner.
HTML Code: Highlight the importance of HTML being clear, without containing errors that could harm the delivery.
Content criteria
Bayesian Filters. It is not advisable to repeat several words or paragraphs in different emails, as this can be interpreted as insistence towards the same users, and can be annoying for them and harm your campaign.
Number of images. It is best to insert few images and not overuse them, taking into account that the message includes a proportional amount of text and images so that it is not penalized by any filter.
Another tip is to
avoid using too many capital letters and punctuation marks, as these can also be detected as illegal messages and not reach the inbox of the targeted audience.
Below, we want to give you a series of tips that can help you get better results from your campaign.
To start, we recommend that you avoid
blacklisting, as it is important that recipient users add you to their contact list automatically and easily, providing quality information. Therefore, we recommend
improving the sender and subject, because this is the first thing that the reader notices when receiving an
email. A recommended option for the sender is
to use a verified domain of their own .
And referring to the subject of the message, this should be brief and include the
name of an employee and also the name of the company sending the campaign. Then the name of the company. In this way, human and personalized messages are achieved, avoiding anything commercial.
Creating a quality database
By quality database we mean a
list of active contacts who are really
interested in the product or service you are selling. The bigger the list, the more effective the campaign will be. It is very important to include
emails of people who can add value and be potential buyers. If this is not the case, having too many can even harm the current and future campaigns.
It is advisable to create a database that is authentic and faithful, since creating it illegally, apart from being unethical, does not provide any kind of benefit in either the short or long term. In addition, it is very important to investigate complaints or
spam to identify the problem and be able to solve it.
The importance of the content of the message
The message to be sent must meet a series of requirements to have a higher probability of being read. It must be a balanced text with the images to be included, achieving a coherent ratio, taking into account the importance of
responsive images.
Regarding the
time of sending , it is advisable to do so at normal hours and adapted to each country, depending on its time zone. Avoid doing so at dawn, as it has no impact and provides no benefits.
If you add
links , you should make sure that the domains of these links have a reputation and, above all, good quality. Also, the images that you add to the body of the text should be light, to reduce the chances of any of the filters mentioned above being triggered. In addition, there are a number of words that should be avoided, such as, for example, sex, free, among others.
In conclusion, study the different filters carefully and create quality content to avoid problems with delivery. You can also perform an anti-
spam test to ensure that the message will reach the right people at the selected time.
