Boosting Email Deliverability

Boosting Email Deliverability: Content Best Practices to Avoid the Dreaded Spam Folder

In the digital age, your email's journey doesn't end once you hit "send". It faces the trial of email service providers (ESPs) who decide its fate – the inbox or the spam folder. A destination towards the latter not only affects your email’s visibility but can tarnish your domain's reputation. Ever wondered, "Why do emails go to spam?" or "How to increase email deliverability?" The secret often lies in the content.

Here are actionable content best practices to improve email deliverability and stay clear of the spam folder.

1. Craft a Clear and Relevant Subject Line

• Avoid clickbait: Overly sensational subject lines can trigger spam filters. Stay genuine and relevant to the email's content.
• Limit use of spammy words: Phrases like "FREE", "WIN", "CASH" can quickly lead to the spam folder.

2. Balance Text and Images

• Maintain a ratio: An email dominated by images can raise red flags. Ensure a good balance of text to image – ideally, a 60:40 ratio.
• Alt text for images: Some recipients might have image viewing turned off. Use alt text to describe the image, ensuring your message gets across regardless.

3. Mind Your Language and Formatting

• Beware of spam-triggering words: Similar to the subject line, avoid words throughout the content that ESPs deem 'spammy'.
• Limit exclamation marks and all-caps: Excessive use of either can make your email look aggressive and promotional, a quick route to the spam folder.

4. Personalise, But Not Too Much

• Use first names wisely: A personalised greeting can capture attention but overusing a recipient’s name throughout the email can seem disingenuous.
• Segment your audience: Tailored emails based on recipient preferences or behaviours can increase engagement and decrease the likelihood of being marked as spam.

5. Include a Plain Text Version

• Why it matters: Some email clients might not render HTML well, or users might have turned it off. Including a plain text version ensures everyone gets your message.

6. Make Unsubscribing Easy

• Prominent opt-out: Always have a clear and easy way for recipients to unsubscribe. Making it difficult can lead to recipients marking your email as spam, a detrimental mark against your domain's reputation.

7. Regularly Clean Your Email List

• Remove inactive users: Disengaged users can affect your open rate negatively. Periodically remove those who haven't engaged with your emails in a while.
• Double opt-in: Ensure all recipients genuinely want to hear from you. This reduces the bounce rate and increases deliverability.

8. Test Before You Send

• Spam filter testing: There are tools available that allow you to test your email against spam filters. This can give insights into any red flags before you send.

In Conclusion

Understanding how to avoid the spam folder and how to increase email deliverability begins with recognising the importance of your email content. It's not just about what you say, but how you say it. By following these best practices, not only will your emails likely land in the desired inbox, but your domain's reputation amongst ESPs will also remain untarnished. Remember, in the vast digital sea, content remains king. Let your emails wear the crown!