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6 July 2018
You click send on your latest email campaign, but what if the message is not delivered?
An email is sent through receiving servers who transfer them to your recipients’ inbox. Emails are checked for content and sender details before the message is allowed through to the inboxes. Some servers have more elaborate filters to look for spam than others and they can delay or stop delivery. You can’t do anything to stop the process, but you can be aware of what might trigger a spam label.
The sophisticated algorithms that are used to study emails have a long list of criteria to analyse. If something about your email triggers a spam alert, it will delay delivery to allow for further analysis. It is thought that your message would need to have multiple triggers to get filtered as spam.
You will probably already know to avoid putting obvious spam triggers in your subject lines, like “Urgent”, “cash, “will help”, or a subject using both ! and ?. Also, a message can be reviewed for spam if addressed to “Dear sir” or “Hey bro”.
Keep on top of the quality of your email build because having a problem with the email structure can flag spam filters, such as mistakes in your HTML or not including a plain text version to go with the html message.
Fewer people know that sending an email campaign from a free email account can be a trigger (gmail, yahoo, hotmail).
To help with the deliverability of an email campaign, send your messages from a DKIM verified domain. Sending from a DKIM verified email address means that the receiving server will look up your public DKIM key in DNS and see that it is a validated sender. This verification is made possible through cryptographic authentication. Your email client (ex. MailChimp) should be able to explain the DKIM verification process.
If you include your contacts’ name into the message using dynamic content population, then this can vastly improve the deliverability of your messages and ensures that the message is not marked as spam. It shows that you are using a reliable list of people you know for your campaign.
Personalisation has a huge impact on the likelihood of the email being both delivered and opened, increases your chances of a good click-through rate. At the end of the day, delivering the message past the spam filters and to an inbox is not your end goal – engagement is everything!