Feb 23, 2017
Reaching the Inbox, Not the Spam
Hosted by Justin Shoup and Shelby
Today’s topic we will be covering is the ever dreaded Spam
Filter and the best practices on how to make sure your emails reach
the inbox and not the spam folder.
- Understand how spam filters
- Teach how to create an email
that will be more likely to reach the inbox
- Understand “sender
How Spam Filters
is an ESP or Email Service Provider?
is an email client?
or Junk Folder, Spam Folder, or Black Hole
ESP’s use different criteria to determine if an email will go to
the inbox or somewhere else. Like the Facebook algorithm most
aren’t going to give away their “secret sauce”.
use a points system. The more “bad points” you get, the more likely
to not reach the inbox
individual can adjust their spam settings in their
Create an email to reach
an even balance of images and text
not use all capital letters in the subject line
not use excessive punctuation in the subject line
many spammy words or phrases: free, credit card, urgent, etc. One
call-to-action. Don’t oversell. Most of your text is going to
describe the product, event, etc.
maintain clean IPs. We do not let accounts send to purchased lists.
We monitor for high unsubscribe and/or bounce rates.
follow can-spam law by putting the unsubscribe link and address on
all of your emails.
have a good sender reputation. However, you are sending from a
you want to start your own reputation send from an email address on
your own domain. There are risks to this however.
because one customer reports that an email didn’t reach their inbox
doesn’t mean it happened to all customers. Look at your open and
click rate. Did it vary from past emails?
an email is opened or clicked this is looked upon positively from
an ESP. When someone unsubscribes, bounces, or reports your email
as spam this is looked upon negatively from an ESP. -similar to
Facebook algorithm. The more engagement the more likely to reach
the inbox in the future, but the more “bad actions” like unsubs the
more likely to not reach the inbox. Again, our shared sender
reputation helps minimize this.