Email has become an indispensable tool for communication and marketing, but the battle against spam continues to be a prevalent issue. In this article, we'll delve into what spam is, why emails end up in spam folders, and the best practices, these aspects will help you navigate the world of email deliverability.
What is Spam?
Spam, in the context of emails, refers to unsolicited, irrelevant, or inappropriate messages sent over the internet, typically to a large number of users, for the purpose of advertising, phishing, spreading malware, or other malicious activities.
Email service providers, such as Yahoo! and Gmail, face the formidable task of sifting through billions of messages daily to discern which ones align with users' preferences and should be delivered to their inboxes.
Several reasons may lead to the categorization of emails as spam. Common triggers include the use of certain keywords or phrases commonly associated with unsolicited messages, the inclusion of excessive links or attachments, and patterns resembling typical spam behavior.
Why Emails Go to Spam Across Email Marketing Platforms
- You Are Sending Emails Your Subscribers Didn't Sign Up For
- Inaccurate or Missing Sender Information: Your sender information, including the name, email address, and reply address, plays a vital role in whether your emails land in the inbox or spam folder. Consistency is key.
- You are using misleading subject lines
- Avoid excessive use of "click here," very long URLs
- Avoid Words such as - "free," "guarantee," "opportunity," "earn," "million"
- Images: Emails incorporating an excessive number of images may activate spam filters
- Duplicate Emails: Avoid copying a sent email and sending it again to the same contact list with unchanged content and the same subject line as the first email. This can result in spam triggers. If you do resend an email to a contact list - if you're sending a reminder email, for example - make sure to edit the subject line.
While there are various factors influencing email deliverability, one often overlooked aspect is the format of your emails. In this article, we will explore the best practices for email deliverability, with a focus on plain text emails.
Understanding Plain Text Emails
A plain text email is a message that contains only text, devoid of images, graphics, or formatting. In contrast, HTML emails resemble web pages, complete with visual elements. Despite the prevalence of HTML emails, plain text emails continue to be relevant, serving a distinct purpose in the realm of email marketing.
Benefits of using Plain Text:
- For a more personal and close connection, opt for plain text emails that created the feel of messages from friends
- Avoid Blocklists: Be mindful of words or phrases that could trigger spam filters
- The content of your emails matters. Craft compelling and relevant messages that resonate with your audience. Avoid using spam-triggering words, phrases, or excessive punctuation that may lead to your emails being flagged.
To make your emails easier to scan, try:
- One-line or very short paragraphs
- Bullet points
- Simple characters to emphasize text
- Putting your call to action on a line by itself
- Occasionally using all caps (please use sparingly)