Spam filters are somewhat unavoidable if you send enough campaigns, but we've got some tips on reducing the number of emails getting trapped in spam cyberspace.
What is spam?
The definition of spam is: irrelevant or inappropriate messages sent on the Internet to a large number of recipients. Seems pretty simple, right? Unfortunately, no. Every country has a different definition of what spam in their country means, but the US has the CAN-SPAM Act of 2003, including:
- Never use deceptive headers, From names, reply-to addresses, or subject lines.
- Always provide an unsubscribe link.
- The unsubscribe link must work for at least 30 days after sending.
- You must include your physical mailing address.
What is a SPAM filter and who manages?
Spam filters consider a long list of criteria when judging the spamminess of an email. They’ll weigh each factor and add them up to assign a spam score, which helps determine whether an email will pass through the filter. If the score exceeds a certain threshold, your email will get flagged as spam and go straight to the junk folder.
Each spam filter functions a bit differently, though, and “passing” scores are typically determined by individual server administrators. This means that an email could pass through Spam Filter A without issue, but get flagged by Spam Filter B.
What factors contribute to SPAM score?
- Relationship with subscriber
- Reputation of IP address and sender domain
- Quality of email subject line, teaser, and content
- Quality and safety of links in email
- Presence or absence of images
- Ratio of images to text and links to text
- Inclusion of text version of email
- AND THE LIST KEEPS GROWING
Content - do’s and don’ts!
- DON’T USE ALL CAPS IN YOUR SUBJECT LINE
- Don't use exclamation points!!!!!!!
- Avoid large attachments and certain attachment types suchas .exe, .zip, .swf, etc.
- Don't embed forms in your emails
- Don't use spam trigger words and phishing phrases (WIN, Free!, Viagra)
- Maintain a good text to image ratio - don't use an overwhelming number of images, or huge images
- Avoid Click Tracking unless you know you’re whitelisted
- Clean your list using tools like Kickbox.io
Blacklist Checkers--tells you if your mail server IP is listed on any popular Spam Blacklists
Check the content of your emails--How spammy does my email look?
Spam Safety Settings--Admin settings found under your Org's settings (screenshots below)
- Domain Level Throttling
- Ability to Disable Link Tracking
- Domain Level Safety Settings
- Hard Bounce Limits - lockout rogue users for 24 hours
- Require unsubscribe links