7 top tips to make sure your emails do not arrive in the spam folder

Daniëlle Groeneveld
The world of deliverability – how much of your emails really arrive in the inbox – is a special one. Filters of email service providers such as Outlook and Gmail are getting stricter, and this results in a bigger chance that your emails end up in the spam folder. But how do you prevent this? We share our 7 top tips in this blog.

#1 Use your own email lists

Buying a list looks like an easy way to grow your email database, but this is a real no-go. When people don’t know you and never gave explicit permission, the chance that you will be marked as spam is fairly high. And there is nothing worse for your deliverability than a click on the ‘mark as spam’ button.

#2 Implement a double opt-in process

With a double opt-in, you are certain that someone explicitly consented with receiving your emails and that the email address actually exists. For subscribers it’s an extra step in the process and you will notice this extra effort in better open rates and lower spam complaints.

#3 Protect your emails with SPF, DKIM and DMARC

SPF, DKIM en DMARC are three techniques that make sending out emails safer. DKIM is a way to authenticate emails and a SPF record shows which IP addresses or hostnames are authorized to send out emails from a domain. Besides that, there is also something called DMARC. DMARC is an addition to the SPF and DKIM records.

#4 Clean out your email list often

When sending out multiple emails to a big group of inactive addresses, the chance that certain spam filters will trigger is certainly there. Bounce ratios are an important factor that determine your sender reputation. And a bad reputation, results in a bad deliverability.

#5 Use a preference center

A preference center gives subscribers the possibility to determine how frequent they want to receive emails and to add or adjust profile information. Because you are giving receivers the chance to do this themselves, you lower the risks of unsubscribes and spam complaints.

#6 Monitor email engagement: spam, open, clicks and bounces

The monitoring of email statistics is essential for your deliverability. Do you have issues with low open and click rates, lots of bounces and high spam complaints? Then the chance that your emails do not make it to the inbox is very high.

#7 Be careful with spam sensitive content

You also have to be careful with spam sensitive content in the email itself:

  • Be careful with adding enclosing documents or pictures to an email. A Word or PDF document will immediately trigger certain spam filters. This also will make an email a lot bigger, which causes an extra risk
  • Be careful with using capital letters, exclamation marks and symbols
  • Create a good balance between text and images and text and links. When this is out of balance, this also creates a higher spam sensitivity
  • Websites such as bit.ly are convenient, but not for email. Spammers often use these to hide hyperlinks

Do you want to know more about email deliverability? Then contact us. Our email specialists are always happy to help you out!