Spam filters explained

Spam filters are used by email service providers like Gmail or Outlook to make sure their users are protected from clutter and unsafe messages. It’s a shield where email messages are analyzed before reaching the inbox. If the filter deemed the email bad, it will land in the spam folder, and if it’s a good email, it will reach the inbox.

If an email lands in the spam folder, it will most probably never be opened, clicked, and read–which will result in you not driving any revenue.

To make sure we understand how spam filters work, here are Key Engagement Indicators

Positive engagement signals include:

Open Rates: Regularly opened emails signal relevance, boosting inbox placement.Replies: Responses to your emails enhance your sender reputation.Not Junk: Moving emails from junk to the inbox is a strong positive indicator.Organizing Emails: Categorizing emails into folders suggests high user interest.Address Book Entries: Adding your email to the address book shows a preference for your content.

And the following indicate negative engagements:

Junking Emails: A direct route to the spam folder.Deleting Unopened Emails: Suggests irrelevance or disinterest.

The indicators above will show you two conclusions:

Individual Subscriber Score: Engagement level with each subscriber.Overall Email Provider Score: Your reputation across an entire email platform.

When it comes to ensuring that your email campaigns reach your audience, understanding the dual nature of your reputation—with both individual subscribers and email providers like Gmail—is crucial. Even if you've cultivated a stellar reputation with your subscribers, a less favorable view from an email service can hinder your message from reaching its intended inbox. The balance between these perceptions dictates the visibility of your emails, making it essential to adopt practices that favorably influence both.

Here are ten essential strategies to help your emails consistently land in the inbox, not the spam folder:

Send from Your Business Domain: 

Leverage email marketing tools to send emails from your domain (e.g., @yourcompany.com). Spammers don’t undergo this process. This lets email providers like Gmail know that you're a legitimate entity engaging in professional email correspondence.

Adhere to Anti-Spam Laws: 

Compliance with regulations such as GDPR, CASL, and the CAN-SPAM Act is non-negotiable. These laws ensure you respect your recipients' privacy and protect them from unsolicited emails.

Here are ways to comply with these laws:

Avoid using misleading subject lines.Provide a valid physical address that’s a proof of your location.Avoid using false or misleading header informationNever forget to put an unsubscribe link so your prospects can easily opt out if they wish to.

Opt for a Dedicated IP Address: 

Sharing an IP can dilute your brand's email integrity. A dedicated IP isolates your email reputation. Having a dedicated IP address safeguards your email reputation from the negative impacts of others' actions.

4. Avoid Purchasing Email Lists: 

Buying email lists can harm your reputation and violate anti-spam laws. Build your list organically to ensure engagement and compliance.

5. Purge Inactive Contacts: 

Regularly clean your email list by removing but not deleting unengaged subscribers. This enhances your open and click-through rates and overall deliverability. You can always use the removed subscribers to re-target them in a different campaign.

6. Segment Your Audience:

Tailor your messages to specific segments of your audience to improve engagement and deliverability. Use CRM tools like Apollo, Smartlead, or Hubspot for effective segmentation.

7. Monitor Your IP Reputation:

Regularly check if your IP is blacklisted by email providers. Tools like Mail-tester can help you stay clear of blacklists.

8. Steer Clear of Spam Triggers:

Craft genuine and relevant email content to help ensure your messages reach the inbox while avoiding words and phrases that trigger spam filters.

Examples include:

BuyNear youOpportunityBest priceChanceIncrease your sales

9. Implement Double Opt-in: 

This method confirms subscribers' genuine interest in your content. This significantly reduces the likelihood of spam complaints.

10. Use Real Reply-to Email Addresses:

Encourage replies by using genuine email addresses. Responses are positive indicators to email providers of your email's value to recipients.

ou can use emails like:

help@yourcompanyname.com

support@yourcompanyname.com

These methods can significantly improve your emails' reach and effectiveness. By fostering positive interactions and adhering to best practices, you can ensure your messages not only avoid the spam folder but also drive engagement and contribute to your business's growth.