How to Prevent Emails from Going to Spam Folders - Carney
The Daily Carnage

How to Prevent Emails from Going to Spam Folders

Email is changing in the marketing world as far as goals. A lot of it comes from the shift in privacy and tracking (we’re looking at you, iOS 15). But as far as best practices go, there is a lot you can do actively and behind the scenes to avoid going into junk folders.

No. 1 – Get Technical

Ensure that you have the technical fundamentals down to increase your email deliverability. Things you can do to fine-tune your email:

  • Use domain extensions like “.com,” “.io,” and web address abbreviations used in your country.
  • Treat your domain name like a real name in some cases (“[email protected]”).
  • Use identification protocols for email service providers: SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance)
  • To secure your reputation from the actions of other email marketers, set up a custom tracking code and URL.

No. 2 – Your List Means Everything

The lists that you send emails to influence your sender reputation. So here’s how to ensure your lists are clean, reputable, and likely to be active:

  • Gather more than an email address. Have a subscriber or lead provide their first and last name as well, making it easier to tell if it’s fake from a bot. There are tools to help source this if needed. The more relevant contacts, the better.
  • “Risky” and undeliverable addresses should be deleted often. Use a spam tester or manually remove your bounces (you want to shoot for less than a 2% bounce rate overall).

No. 3 – Creating “Non-Spammy” Content

Content that shines can all depend on your industry and audience but here are ways to avoid “spammy” content:

  • Keep it personal but straightforward.
  • Use reliable, secure, HTTPS links.
  • Don’t rely solely on visuals.
  • Keep preferences easy to find.

Check out the full how-to from Folderly, especially to learn more about email protocols.


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