1. Subscriber base.
This is one of the key points and an indicator of the success of the entire mailing. Try to collect, segment and use your customer base in a quality manner. Of course, many businesses “sin” by buying and using someone else’s mailing list.
“In war, all means are fine”, but remember that an outdated database has broken email addresses, and someone else’s database may contain spam traps that will be noticed by mail systems and will be blocked for it.
Tip: Segment your subscriber base and prepare mailings for each segment. Connect automatic trigger emails with different scripts. Update the mailing list once every six months: clean out obsolete addresses, add new segments, launch “warm-up letters”.
2. Check relevance.
There are special services with which you can easily check the base for relevance. Such as DataValidation, MailValidator, FreshAddress, Experian Data Quality, etc.
3. Technical platform for mailings.
Choose the right services for your mailings, they must contain all the necessary technical settings to help your mailings get into the inbox. You can also find out from the mailing service about SPF, DKIM, dedicated IP-addresses and other important technical points.
4. Domain matters.
Try to send newsletters only from corporate addresses. Do not use domains of free mail systems for mailing, for example: gmail, mail.ru, etc. – spam filters of mail systems react poorly to them.
5. Content decides.
Upper case text is excluded. The optimal number of characters is 600. An email less than 300 characters ends up in spam! Try to limit the number of pictures in your mailing list, as well as extract captions in pictures, they can always be placed side by side.
Often, spam systems do not “see” pictures and cannot analyze their value, so there is a risk of falling under the spam filter. Don’t duplicate content, try to make the text unique.
6. Write regularly.
Otherwise, readers forget you, start to ignore letters and send the newsletter to spam.
Tip: Test the best moment to deliver emails, send emails to your subscribers at the same time and day. In order to accustom subscribers to the same time of your mailing, you can announce this using the widget.
This method implies an independent indication of the email address by the user to receive messages, as well as the subsequent confirmation of the subscription from the specified address. And in the case of spam, this is the first request that will come to you from postal services.
8. Reputation of the IP-address.
Protect and check the reputation of the IP addresses from which you send mailing. Prepare different IP addresses for different mailings, this is necessary in order not to lose connection with all addresses one day. Remember that a new IP address is considered a heightened threat, so warm up your IP in small batches.
9. Instant unsubscribe.
Be sure to include in the letter the address at which the user can unsubscribe from the mailing list. You shouldn’t hide it or write it in small print. Make the unsubscribe procedure as simple as possible: 1-2 clicks.
Regularly collect statistics on the deliverability of messages in spam folders, marked as spam, and the percentage of complaints about mailing.
And remember: algorithms for getting into spam are changing, for example, for stop words and the format for placing links, so keep an eye on updates to mail systems and mailing services.
More marketing life hacks follow the link: https://shot.spark.ru/ch/633