How to keep your marketing campaign emails out of junk

Hg2 News   •   Feb 2, 2020

With around 4.04 billion email users in 2020, there’s no denying that email can be a lucrative channel. However, as more and more emails are sent and servers struggle to define what’s junk and what isn’t, email marketers are facing a big challenge: deliverability.

The average person’s email inbox is a cacophony of marketing messages, and it’s getting harder to stand out. (We can help with that, too.) However, if your emails aren’t even reaching your audience’s inboxes, all the work you’ve put into writing and designing them has been for nothing.

We’ve put together our simple-to-do tips for improving email deliverability. Have a read, see which apply to you and see if you can’t reach more of the right people with your next campaign.

Break large lists down

There are plenty of reasons to break your email lists down into smaller groups: it’s easier on your email server, it’ll look less like junk mail and it’ll allow for smarter personalisation. However, even the most loyal of customers may click ‘junk’ now and again: reducing the number of people on each list means that even if a few recipients junk your email for whatever reason, the overall spam rate will remain lower per list and keep the list’s integrity as far as your email server is concerned.

Encourage recipients to whitelist your address

Whilst many brands go about this in roundabout ways, simply asking your recipients to add you to their contacts is an easy and often very effective way of ensuring you reach their inboxes. If it suits your brand, this can be incentivised; however, if your subscribers want to keep receiving your emails, it shouldn’t be hard work to get them to add you in one click.

Get whitelisted by individual email servers

This process isn’t anywhere near as simple as getting your customers to add you to their contacts, but it’s well worth the form-filling. Approach Hotmail, Yahoo! or other servers who frequently receive your emails (this should be easy to work out from your .CSV lists) and request that you be whitelisted. Starting from the top can help you reach a greater number of inboxes before you’ve even started to look at anything else.

Allow recipients to unsubscribe

Providing a clear, quick and easy unsubscribe link for customers is vital to the integrity of your brand and your overall campaign. Customers don’t like feeling harassed or trapped – hiding a microscopic unsubscribe link in a footer is akin to telling them they can leave any time, then locking the door. Annoyed customers who can’t unsubscribe may junk or block you instead, which is damaging to your campaign and its results; actively allowing them to unsubscribe and offering them the chance to give feedback can help you improve the quality of your emails without skewing results, and allow your list to clean itself.

Optimise image sizes and HTML code

Many servers have automatic detectors built in, which will detect poorly-written code. Just because your email looks fine in the visual viewer, it doesn’t mean your code is neat: use professional or provider-created templates to avoid being blocked for suspected spam. Similarly, while image-heavy emails work well in many industries, spam filters are wary of large images, especially when there’s little or no accompanying text. Spammers often embed forbidden text in large or un-optimised imagery, so ensure that your images are of the correct size and accompanied by appropriate wording.

Test emails before sending them out

If you’re only testing internally, it’s worth expanding the range of emails you test your emails on to ensure you’re including those across different servers. This will also show you if your email is optimised for a range of servers and platforms – some won’t show GIFs, for example, and many a beautifully-made animation has been lost in the void. Once you can see you’ve gone to junk or bounced, you can determine whether it’s the size, content or format of the email that resulted in this.

If you’d like to discuss your next email campaign, we’re happy to help: from creating customer-centric content to optimising what you’ve got and sending your emails for you, drop us a line to discuss how you could improve your CRM results.

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