I’m sure you’ve run into the frustrating question “why are my emails going to spam?”. Well don’t worry – I am here with step guide to explain how to stop your emails from going to spam with some tips & tricks on how to avoid spam filters.
If you are in the business of email marketing, you are under the constant pressure of having to think about spam traps, spam trigger words, and anti-spam laws. Crafting targeted emails so as to avoid being sent to spam, or being marked as spam by your subscribers has become an art in itself. Why?
Because Internet Service Providers (ISPs) are waging a brutal, yet justified war against spammers. Unfortunately, the victims are not always just spammers. Collateral damage happens to include some of us, the good-willed email marketers who simply don’t have the luck or enough experience.
It would be a shame for all the hard work you put into crafting your emails to go to waste, but that’s exactly what happens when your email ends up in a subscriber’s spam folder. In fact, a report from Return Path reveals that spam filters are more rigorous than ever, with one in five emails failing to reach the inbox.
When you’re putting together an email marketing campaign, statistics like this are alarming.
Whenever an email spam rate goes beyond 0.2% (critical sign), Klaviyo will most likely send out a warning to your account.
The image below shows the benchmark for Email Deliverability. Check the image to know if you’re at the risk of poor email deliverability.
What to do if you’re at risk?
If you’re in the YELLOW zone:
1. Send emails only to people who have engaged with your emails for at least 30 days.
[Create a segment “Engaged – 30 Days”, this will only include people that have clicked or opened an email in the last 30 days OR 60-90 days if you don’t send emails often.]
2. Keep a look at your key metrics
Refer to the image above and keep a note of the key metrics mentioned in the image. Check if the metrics are improving or not and adjust accordingly.
3. Clean your list
Suppress the profiles that haven’t engaged with your emails over a long period of time. Create segment defined as “received an email at least once in the last 180 days or 1 year (if the list is older), zero opens in the last 3-6 months and is not suppressed”. Export as CSV and upload to Suppressed Profiles in Klaviyo.
If you’re in the RED zone:
1. Turn on Double Opt-in
This will make sure that every new lead on your list actually wants to be on your list and therefore will engage will your emails.
2. Start afresh with new leads
Start marketing to fresh leads so that there will be good engagement as these leads are ready to hear from you. No more “email blasts”.
3. Stop sending campaigns to your old subscribers
Build a new list with a new segment of people that have recently engaged with your emails – “subscribers who have clicked or opened an email at least once in the last 8 days.”
Getting your email deliverability out of these yellow or red zones might take some time. Show your list some love and provide value, and before you know it, your key metrics will be back to normal.
Would be updated with more tactics.
