In a previous email, we went over some subject line tips to make your marketing emails more successful. Unfortunately, the effectiveness of those tips will be for nothing if your emails end up in the spam folder. In that blog, we briefly touched upon the algorithms spam filters use to protect people from unwanted email. In this post, we’ll cover that in more detail.
Spam filters check emails for multiple markers, each of which are assigned a score. These can be anything from server masking to email wording. The end-user’s Internet Service Provider (ISP) sets a score limit. When score of all the combined markers exceeds this score, the email gets flagged as spam. Even if your email contains some markers (such as sales language), it can still reach the end-user’s inbox.
Generally, the biggest spam trigger is dishonesty. If you try to hide things, or try to use tricks to bypass spam filters, you'll look like a spammer and be flagged as a spammer. Consult with your sysadmin to make sure that your emails are accurate in stating who you are (the “From” field), and which systems the email goes through, preferably from your own servers, using your own domain name. Make sure the “To” header indicates the recipient (if the recipient is a list of people, state so).
In terms of your email’s design and content, be honest and transparent. Don’t hide code, use unbalanced tags, use invisible text, or use unnecessary encoding. And of course, make sure your users opt-in to receive mail from you.
If your emails are being honest with users who have opted-in, you probably don’t need to worry about spam filters. If your email isn't spam, you shouldn't be matching the markers. Even if you do hit an occasional marker, unless your email actually is spam, it shouldn't score high enough to be a problem.