Every email you send to your subscribers is an opportunity to connect with them, stay top-of-mind, and increase your conversions, but only when your messages land in their inboxes.
Reaching to your customers and prospects inboxes isn’t that tough if you simply know how to keep yourself out of their spam folder. Here are five simple ways to implement and keep your messages from landing up in your subscribers spam folder.
1. Warm up your IP Address Before Starting
As warming up is necessary before you start working out, to get your muscles ready for high-intensity exercise, similarly, warming up is important for building good health and reputation of your IP’s too, so that your emails don’t get stuck in ISPs (Internet Service Providers) spam filter.
Now, how can you warm up your IP address?
Instead of sending emails to your whole list, start with a section of your list and spread out your initial email sends over multiple days. Also, increase your emails week by week. Warming up your IP doesn’t happens overnight. It’s a gradual process that requires some time to establish a reputation as a legitimate email sender in the eyes of ISPs (Internet Service Providers). And you have to follow the same process for each of your new domains.
A most common mistake while warming up multiple domains at the same time, is being inconsistent in the volume of emails sent from one domain to another. Sending high mail volume from one domain in a day to sending low from the same domain on remaining days of the week, is bound to flag your domain in the eyes of the ISP’s.
For example, if you’re warming up multiple domains, all at the same time, then you’ve to balance your sends from each domain accordingly.
NOTE: The key is to increase your sending volume slowly and gradually and keep doing that until you scale to your peak volume. Remember, sending in large volume too quickly will trigger blocking and filtering which will ultimately destroy your reputation.
Tip: Use your first 30 days solely to warm up your new IP address.
2. Ask People to Whitelist you
Whitelisting is one of the most simple yet successful tricks to ensure emails deliverability to your subscribers inbox. Asking your subscribers to add your email address to their contacts/address list means giving permission to send emails that will be welcome in their inbox.
As soon as a new subscriber or customer joins your email list, ask him to add your email address into their address book. It is a foolproof way to save all your future emails from the constraints of the spam filters.
Tip: Don’t just ask people to whitelist you once, use a reminder too, suggesting that they should whitelist you if they haven’t already.
3. Make Unsubscribing Easy
Email marketing is all about respecting your customer preferences. And, as a marketer, if your focus is to put up sign-up forms on prominent places where they’re easy to find rather than being invisible to the visitors, the same should apply to the Unsubscribe option.
But, while the marketers try to make it as easy as possible for people to sign-up on their email list, when it comes to leaving the list, most marketers hide the unsubscribe option in a place where it is invisible.
Making unsubscribing easy is one of the easiest ways to cut down the number of spam complaints against your brand. This technique is not only helpful for keeping your spam rates low but is also a good way to reduce your expenses, as sending emails to people who are not interested in your products or services anymore, is a sheer waste of money.
Tip: Place unsubscribing link at the top of every marketing email.
4. Pay Attention to your Subject Lines & Content
Arguably, the most important part of any email message is the subject line. It’s one of the first things besides your email address to decide whether your email will be opened or not. So, use a clear and relevant one or get ready to be deleted. Today, your consumers are bombarded with marketing emails, and they don’t have time to open and check each and every email. If your subject lines aren’t telling them why they should open it, your emails will end up in the trash.
Well written and personalized subject lines are a great way to encourage subscribers to open your email, but if they’re constantly let down by your copy they’ll start clicking on spam or delete button. It’s extremely important to include relevant content in your emails so that you don’t annoy your subscribers and force them to click on the spam button.
Tip: List segmentation is a great way to ensure that you send relevant emails to your subscribers rather than go on sinning by sending batch & blast.
5. Clean your List Regularly
According to MarketingSherpa, the average email list depreciates by 25% every year. This literally means that one fourth of your list will become redundant every year. Cleaning your list regularly, say every six months, is a good way to drop non-responsive subscribers from your list. Sending messages to these unengaged subscribers (including old & invalid email addresses) can result in high number of bounces which will ultimately trigger a lot of spam complaints against you and destroy your send credibility.
Cleaning your email list regularly will not only improve your reputation with ISP’s but will also improve your response and engagement rates in the long run.
Tip: Use a re-engagement email or series to regain the interest of your inactive subscribers before removing them from the list.
No email marketer wants their email to land in spam. It can spoil their reputation with email providers, search engines, and decreases the chances of their email being seen by the subscribers. So when doing email marketing make sure that you follow all these tips.