Marketing emails are a powerful tool, but they’re only effective if they reach the inbox. Here’s how to ensure your emails avoid the dreaded spam folder, with step-by-step guidance for popular email service providers.
1. Use a Professional Email Address
Always send from a custom domain (e.g., you@yourcompany.com). Free email addresses like Gmail or Yahoo often get flagged as spam.
2. Authenticate Your Domain
Setting up authentication protocols is crucial. Here’s how to do it for popular providers:
- Google Workspace (Gmail):
Set up SPF, DKIM, and DMARC for Gmail - Microsoft 365 (Outlook):
Set up email authentication in Microsoft 365 - Zoho Mail:
Email domain authentication with Zoho Mail - Amazon SES:
Verifying domains in Amazon SES
3. Avoid Spammy Words
Phrases like “FREE,” “LIMITED TIME,” or “CLICK NOW” can trigger spam filters. Keep your subject lines and content professional and relevant.
4. Get Permission First
Only email users who have opted in to receive messages. All major email platforms emphasize this in their guidelines.
5. Personalize Your Emails
Use the recipient’s name and tailor content to their preferences. Platforms like HubSpot, Mailchimp, or Sendinblue make this easy with dynamic tags.
6. Write a Strong Subject Line
Keep it:
- Clear and concise.
- Free of excessive capitalization or punctuation.
- Directly related to your email’s content.
7. Keep Your List Clean
To maintain a healthy sender reputation, regularly remove inactive or invalid addresses. Tools like NeverBounce or ZeroBounce can help.
8. Provide an Easy Unsubscribe Option
Always include a visible unsubscribe link. Hidden links lead to spam complaints, affecting your sender score.
9. Balance Text and Images
Emails should have a good mix of text and visuals. Avoid using only images as spam filters may flag such emails.
10. Test Before Sending
Use testing tools to ensure your emails are optimized:
11. Monitor Your Sender Reputation
Popular tools include:
- Google Postmaster Tools:
Access Postmaster Tools - Microsoft SNDS:
Monitor your IP reputation
Step-by-Step Guides for Popular Email Service Providers
Here’s how to set up and test email best practices for some common platforms:
- Gmail:
Improve Gmail delivery with authenticated email - Outlook (Microsoft 365):
Improve email deliverability in Microsoft 365 - Mailchimp:
Authenticate your domain in Mailchimp - SendGrid:
Authenticate your domain with SendGrid - AWS SES:
Troubleshoot SES email delivery
Conclusion
Getting your emails into the inbox requires a combination of technical setup and content best practices. By following these steps and leveraging the resources from your email provider, you can ensure your marketing emails reach the right audience.
Start optimizing your emails today to boost engagement and build stronger customer relationships!
