Top Tips to Avoid Landing Emails in the Spam Folder

Email marketing can be really effective, but even the best emails can end up in spam. Here’s how to make sure your emails land in your subscribers' inbox:

1. Build a Clean Email List

Make sure your subscribers really want your emails. Use double opt-in to confirm their interest. Regularly clean your list to remove inactive subscribers, so your emails are more likely to get through.

Example:

• If you’re in real estate, you might send a sign-up form for people to get new listings. After they sign up, send them a confirmation email to make sure they’re genuinely interested in receiving property updates. If they don’t confirm, you won’t add them to your list, keeping it clean.
• For an appliance repair service, double opt-in can help you make sure people want your newsletters, updates, or promotional offers. If someone isn’t engaging, you can remove them from the list, which helps your emails go to more active subscribers.

2. Authenticate Your Emails

Set up SPF, DKIM, and DMARC to show email providers you’re legitimate. This helps your emails avoid being marked as spam. These protocols are like a “trust badge” that lets email providers know you're a real sender.

Example:

• For a real estate agent, email authentication helps ensure that your property alerts or newsletters look legitimate when they hit inboxes. If you're sending email updates on new listings, you want to make sure they look trustworthy.
• For appliance repair services, if you're sending reminders or special offers, email authentication keeps them from being flagged as spam, ensuring your customers get your updates.

3. Craft a Clear Subject Line

Keep your subject lines simple. Avoid using all caps, too many punctuation marks, or words like "BUY NOW" or "FREE!!!." Be clear and to the point.

Example:

• For real estate, a subject line like "New 3-Bedroom House for Sale in Newton" is much clearer and less likely to be marked as spam than something like "HOT BUY NOW!!!".
• For appliance repair, you might use “Need a Quick Fix? 10% Off on Repairs This Week!” instead of “FREE REPAIR THIS WEEK!!!” The first one is clear and relevant, while the second one screams spam.

4. Balance Text and Images

Mix text and images well. Use alt text for images and avoid large files that might slow down loading times or get flagged by spam filters.

Example:

• If you're sending a real estate newsletter, balance property photos with concise descriptions. Don’t overload the email with pictures—highlight key listings and include short, engaging text.
• For appliance repair, send photos of appliances you’ve repaired with a short description of the issue and solution. Use alt text in case the images don’t load.

5. Include an Unsubscribe Option

Always add an easy-to-find unsubscribe link. This helps you stay compliant with email laws and builds trust with your audience. If someone doesn’t want to get your emails, make it easy for them to opt out.

Example:

• In real estate, if someone isn’t interested in your listings anymore, they should be able to unsubscribe without hassle. A simple “unsubscribe” link at the bottom ensures you’re respecting their preferences.
• For appliance repair services, include an unsubscribe link in emails that offer service reminders or tips. You don’t want to annoy people who aren't interested in your emails.

6. Avoid Spammy Content

Watch your language. Stay away from words like "Free" or "Urgent." Focus on offering helpful, engaging content that your audience will appreciate. Too much of "spammy" language can trigger spam filters.

Example:

• For real estate, avoid phrases like “FREE HOUSE! Click NOW!” and instead say something like “Check Out Our Latest Property Listings in Your Area.” It sounds professional and focused.
• For appliance repair, avoid using “URGENT REPAIR REQUIRED!!!” Instead, use something like “Get Your Dryer Fixed Quickly—Call Us Today!” It’s clear and direct without sounding too pushy.

7. Check Your Email’s Spam Score

A spam score is a rating that shows how likely an email is to be marked as spam. It’s based on things like the email’s content, how many images you use, and even how reputable your email domain is.

Example:

• Before sending out real estate property alerts or newsletters, use tools like Mail-Tester or SpamAssassin to check your email’s spam score. If your score is too high, adjust the content—simplify your subject line or remove unnecessary images.
• For appliance repair, use these tools to check if your promotional emails (like seasonal discounts or reminders) are at risk of being sent to spam folders.

8. Monitor Your Sender Reputation

Track things like bounce rates (emails that didn’t reach the recipient) and spam complaints. Keep a close eye on these numbers and regularly review your campaigns to improve your sender reputation.

Example:

For real estate, if your bounce rate is high because people aren't opening your emails or they’re unsubscribing too much, it could hurt your reputation. Make sure you're sending the right listings to the right people—personalized emails are a great way to engage clients.

For appliance repair, make sure your emails are reaching customers who are interested in your services. If too many people mark your email as spam, you’ll want to adjust your targeting or message.

9. Engage with Your Audience

Encourage people to interact with your emails. When your audience engages, your emails are less likely to go to spam. Include clear calls to action and make your emails interesting.

Example:

• In real estate, you could ask readers to reply with their favorite properties or share your email with friends. A clear “View Listings” or “Schedule a Viewing” button can drive engagement.
• For appliance repair, ask your customers to reply with their appliance issues or encourage them to forward the email if someone they know needs help.

Conclusion

By following these tips, you can increase the chances of your emails landing in your subscribers' inboxes. Build a clean email list, authenticate your emails, write clear subject lines, and provide valuable content. Monitor your sender reputation and always follow the rules to keep your email marketing successful. The goal is to build trust with your audience and give them content they enjoy, whether you're sharing the latest real estate listings or offering appliance repair services.

Next up is Module 9: Understanding Domain Reputation: What It Is, What Impacts It, and How to Protect It.

In this module, we’ll break down:

• What domain reputation means for your email deliverability.
• The key factors that influence your domain's reputation.
• Actionable strategies to maintain and improve your domain reputation to keep your emails landing where they belong – the inbox.

Ready to take control of your email reputation? Let’s dive in!