At Letterhead, we understand how crucial it is for your newsletters to reach your subscribers' inboxes. Several factors can cause your emails to be flagged as spam. Here’s a detailed overview of why emails might be marked as spam and how you can avoid it.
Why Does This Happen?
Spam filters are sophisticated systems designed to detect patterns and characteristics commonly associated with spam emails. These filters look at various elements within an email to determine its legitimacy.
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Use of Trigger Words: Certain keywords or phrases, such as "test," "free," or "guaranteed," are often associated with spam emails. Using these words can raise red flags for spam filters.
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Email Content and Formatting:
- Overuse of Images: Excessive images or poorly optimized images can trigger spam filters.
- Lack of Text: Emails with little or no text and only images can be flagged as spam.
- Excessive Links: Including too many links, especially to unknown or untrustworthy sites, can be a red flag.
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Sender Reputation:
- IP Address Reputation: If your sending IP address has a history of sending spam, your emails are more likely to be flagged.
- Domain Reputation: A new or poor reputation for your sending domain can affect deliverability.
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Email Authentication:
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Recipient Engagement:
- Low Open Rates: If recipients consistently do not open your emails, it can negatively impact your sender reputation.
- High Bounce Rates: Emails that cannot be delivered and bounce back can signal issues to spam filters.
- Spam Complaints: Recipients marking your emails as spam can harm your deliverability.
How Does It Affect Your Emails?
When spam filters detect issues like trigger words, poor email formatting, or authentication problems, they may flag your email as spam. This can prevent your email from reaching your subscribers' inboxes and reduce overall engagement with your content.
What Can You Do About It?
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Avoid Using Trigger Words:
- Craft subject lines that are clear, engaging, and free from common spam trigger words.
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Improve Email Content and Formatting:
- Balance Text and Images: Ensure a good balance between text and images and optimize images for better deliverability.
- Include Clear and Relevant Content: Provide valuable and relevant content to your subscribers.
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Enhance Sender Reputation:
- Monitor IP and Domain Reputation: Regularly check and maintain a good reputation for your sending IP address and domain.
- Monitor Recipient Engagement:
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- Track Open and Bounce Rates: Regularly monitor and address issues related to opens and bounces.
- Manage Spam Complaints: Actively manage and reduce spam complaints by ensuring your content is relevant and well-targeted.
What Are Spam Trigger Words?
Spam triggers are words or phrases that email service providers (such as Gmail or Outlook) recognize as potential indicators of spam. These words generally fall into these categories:
- Urgency: Words that create pressure, such as "Urgent" or "Act now!"
- Overpromise: Exaggerated claims, like "100% free" or "Best price!"
- Money: Terms related to financial offers, such as "$$$" or "Earn cash."
- Unnatural: Phrases that seem insincere or unnatural, such as "Dear friend" or "Multi-level marketing."
Having a Strong Brand Reputation
Avoiding trigger words alone won’t guarantee your emails will never end up in the spam folder. It’s also essential to focus on maintaining a strong brand reputation and delivering high-quality content. This includes regularly reviewing and improving your email practices to ensure that your messages are both engaging and compliant with best practices for deliverability.
By understanding and addressing the various factors that contribute to spam filtering, you can enhance your email deliverability and ensure that your newsletters reach your intended audience.