Email Deliverability

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Why is my email going to the spam folder? How to improve email deliverability

Email deliverability refers to the ability of an email message to reach the recipient's inbox rather than being diverted to a spam folder. Understanding email deliverability is crucial for maintaining effective communication with your audience. There are numerous factors that influence whether your emails will land in the inbox or the spam folder, including the quality of your email list, the relevance of your content, and the way you send your emails.

Improving email deliverability not only increases engagement but also ensures that your communications are seen by your subscribers. In this article, we will explore the reasons why emails often end up in the spam folder, as well as practical steps you can take to enhance your email deliverability.

How to Access This Feature

To access email deliverability tools and resources in ActiveCampaign, navigate to the Campaigns section from your dashboard. Here, you will find insights and tools for analyzing and improving your email campaigns, including features that can help you understand your deliverability rates.

Step-by-Step Instructions

Here are some important steps you can take to improve your email deliverability:

1. Remove Inactive Contacts

Regularly cleanse your email list of inactive contacts. If you send emails to users who do not engage with your content, ISPs will classify your emails as unwanted and may route them to the spam folder.

- **Action**: Utilize the engagement management tool in ActiveCampaign to remove contacts that haven't opened your emails in the last 12-24 months.

2. Focus on Good, Engaging Content

Create valuable, relevant content that your subscribers signed up to receive.

- **Tip**: Keep content fresh and avoid a heavy reliance on promotional emails, as these can lead to lower engagement rates.

3. Review Your Signup Process

Consider what new subscribers expect when they sign up for your email communications.

- **Action**: Ensure that your signup process is clear regarding what kind of emails your subscribers will receive.

4. Send More Targeted Emails

Instead of sending mass emails, consider using targeted, personalized communications to engage your audience better.

- **Benefit**: This approach often leads to higher engagement and improved deliverability.

5. Manage Sending Frequency

Establish the right balance in how often you send emails.

- **Recommendation**: Aim to contact your subscribers a few times a week to maintain a good relationship without causing fatigue.

6. Use Spam Filter Testing

Before launching a campaign, leverage the spam filter testing feature located on the summary step of the campaign creation process.

- **Purpose**: This will help you identify any significant issues that may affect your email delivery.

7. Balanced Content Design

Avoid sending emails that consist solely of graphics.

- **Guideline**: Create a balanced mix of text and graphics to enhance user experience.

8. Use a Recognizable From Email Address

Do not use free email domains, such as @yahoo.com or @gmail.com, for your "From" email address.

- **Pro Tip**: Use an address that reflects your company or organization, enhancing credibility.

9. Be Cautious with Links

Ensure the links included in your emails point to reputable domains.

- **Caution**: Spam filters analyze URLs, and linking to poor-reputation domains can harm your deliverability.

10. Avoid Shortened Links

Do not use link-shortening services, which are typically flagged by spam filters.

- **Best Practice**: Include full URLs and ensure that your link text describes the destination clearly.

11. Maintain Consistency in "From" Details

Avoid frequently changing your "From" name or email address as it can harm your reputation.

- **Advice**: Choose a recognizable name that your audience will remember.

12. Regularly Check Automations

Review your automations to avoid overwhelming contacts with excessive emails.

- **Action**: Adjust settings as necessary to ensure contacts are not bombarded with messages.

13. Avoid Similar Subject and Content

Refrain from using identical phrases for your email subject and body, as it may lead to your message being flagged as spam.

- **Suggested Practice**: Vary your subject lines and content to maintain engagement.

14. Simplify Unsubscribing

Make it easy for users to unsubscribe from your emails to avoid spam complaints.

- **Tip**: Place your unsubscribe link prominently in your emails for better compliance.

Configuration Options and Settings

When configuring your email campaigns in ActiveCampaign, consider the following options to improve deliverability:

- Utilize the engagement management tool for list cleaning. - Implement consistent From details to foster recognition and trust. - Utilize the spam filter testing feature during campaign preparation.

Best Practices and Tips

- Always maintain a clean and healthy email list by regularly removing inactive users. - Create engaging, valuable content that meets subscribers' expectations. - Regularly analyze your email sending frequency and adjust to maintain engagement. - Test your emails for deliverability issues before sending them out, using available tools.

Common Use Cases

- A marketing team might use targeted emails to promote a new product line to subscribers who have previously shown interest in similar products. - An organization could schedule follow-up emails post-event engagement to maintain contact with attendees and share relevant resources.

Troubleshooting

If you find that your emails continue to land in spam folders, consider taking the following steps:

- Review your sender reputation and ensure you are not using free email services. - Confirm that your audience remains engaged by analyzing their interaction with your email content. - Check your email structure for elements that may trigger spam filters, such as excessive graphics or poorly recognized URLs.

FAQ

Q1: Why are my emails ending up in spam?

Emails may end up in spam due to engaging inactive contacts, using poor-quality links, or repeating phrases between subject lines and content.

Q2: How can I clean my email list efficiently?

Use the engagement management tool in ActiveCampaign to identify and remove inactive contacts.

Q3: What type of content improves deliverability?

Content that is relevant, engaging, and expected by subscribers tends to improve deliverability.

Q4: How often should I send emails to my list?

Aim for sending emails a few times per week, adjusting based on subscriber engagement and content type.

Q5: Is it necessary to use a business email for sending campaigns?

Yes, using a business email helps establish credibility, which can improve deliverability.

Q6: What should I do if I get spam complaints?

Analyze the reasons behind complaints, simplify the unsubscribe process, and improve content relevance to reduce future complaints.

Q7: How does the spam filter testing feature work?

The spam filter testing feature identifies key issues that may hinder your email from being delivered to inboxes, allowing for proactive adjustments.

By following these guidelines and implementing best practices in your email marketing strategy, you can significantly enhance your email deliverability, ensuring your communications reach the intended audience effectively. ```