Why Your Emails Are Landing in Spam (and how to keep them out)
If you’re an e-commerce marketer or founder, you know *this* sinking feeling:
Your meticulously crafted email (complete with stunning visuals and thoughtfully worded offers) getting dumped straight into the spam folder, never reaching your audience.
It’s the digital equivalent of throwing a party and nobody showing up.
Let’s dive into the why that happens and how to ensure your emails always land exactly where you want them - in the inbox.
1. The Image Overload
We all love a beautifully designed email, but beware of relying too much on visuals. If your emails are more image than text, you might be setting yourself up for a one-way ticket to Spam City.
Here’s how to keep your emails engaging without overdoing the graphics:
Balance is Key: Aim for at least 60% text in your emails. Your emails need a good mix of visuals and words to keep the spam filters happy.
Alt Text to the Rescue: Always include alt text for your images. If an image doesn’t load, your readers should still get the message loud and clear.
Keep It Light: Compress those images! Large files can raise red flags. Make sure your emails load quickly, keeping your audience engaged instead of frustrated.
2. Links, Less is More
Links can be a double-edged sword.
While they can guide your audience to your fabulous products or content, too many can make your emails look spammy and if you’re linking to URLs that aren’t relevant to your sender domain, inbox providers are likely to see your emails as spammy. Here’s how to use links wisely:
Quality Over Quantity: Stick to a couple of carefully selected links—two to three is the sweet spot. Your readers will appreciate a focused message.
Trustworthiness Matters: Ensure your links lead to reputable sites. Sending your audience to sketchy places is a fast track to the spam folder. Make sure they point to pages closely related to your content and sender domain. Inbox providers look for consistency and trustworthiness, so linking to unrelated sites can lead to spam complaints.
Simple URLs Only: Use clean, straightforward links. Avoid long, complicated URLs packed with strange characters that can raise eyebrows.
3. Avoid the Spammy Speak
We get it–you want your emails to pop! But using overly promotional language can backfire. Avoid those spammy words like the plague. Instead, craft subject lines AND emails that are both enticing and authentic:
Skip the Overhyped Language: Words like “Free” and “Limited Time Offer!” or “Guaranteed” and “Act Now”can scream spam. Instead, focus on authentic, relatable language that resonates with your audience. Try “Your Exclusive Offer is Inside” instead of “Hurry! Get Your Free Gift Now!”
Keep It Real: Your subject lines should reflect the true content of your email. If your subject line promises one thing but your email delivers another, prepare for unsubscribes.
4. Be Relevant
If your emails don’t resonate with your audience, or align with where they are in their customer journey (for example you send them a discount for a product they *just* bought or you send them promotional materials like they’re a first-time buyer for a product they buy religiously) you’re on the fast track to losing loyal subscribers. High unsubscribe rates signal to inbox providers that your audience isn’t exactly loving being contacted by you.
So how do you ensure your content remains relevant and engaging?
Segment, Segment, Segment: Tailor your messages to specific groups within your audience. A well-targeted email is much more likely to hit.
Provide Real Value: Make every email count! Whether it’s a special discount, insider tips, or helpful resources, ensure your subscribers find value in what you send.
Engagement is Everything: Keep an eye on your metrics. Don’t let your deliverability score and sender reputation tank because this will keep you in the spam box. If you notice a drop, it might be time to reassess your content strategy or rework it to get your engagement back up.
5. Consistency is Key
Ghosting your audience can lead to higher unsubscribe rates when you finally decide to pop back into their inbox. Here’s how to maintain a steady presence without overwhelming them:
Establish a Schedule: Create a content calendar to keep your emails on track. Whether it’s weekly or bi-weekly, find a rhythm that works for your audience.
Engage During Downtimes: If you need to take a break, send a quick note to keep the lines of communication open. A little “Hey, we miss you!” can go a long way.
Ease Back In: If you’ve been silent for a while, don’t bombard your audience with a flurry of emails. Start slowly to reacquaint them with your brand.
6. Authentication Matters
Setting up proper email authentication might not sound glamorous, but trust us—it's essential for keeping your emails out of the spam folder. Here’s what you need to do:
SPF (Sender Policy Framework): This helps verify that your emails come from an authorized source.
DKIM (DomainKeys Identified Mail): This adds a layer of authentication, ensuring your emails are seen as legitimate.
DMARC (Domain-based Message Authentication, Reporting & Conformance): This acts as your email bodyguard, protecting against spoofing and phishing.
7. Clean Up Your Email List
An outdated email list can lead to poor engagement, and we all know that’s a one-way ticket to spam. Here’s how to keep your list fresh and thriving:
Purge Inactive Subscribers: Regularly clean your list to remove those who haven’t engaged in a while. This keeps your metrics healthy and your email deliverability strong.
Encourage Interaction: Use fun incentives to get your subscribers involved. This could be exclusive offers or exciting content they won’t want to miss.
Make Unsubscribing Easy: If someone no longer wants your emails, let them go gracefully. A simple unsubscribe option reduces spam complaints and helps you maintain a healthy list.
So there you have it! By avoiding common pitfalls like excessive images, too many links, spammy language, irrelevant content, inconsistency, and improper authentication, you can significantly improve your email deliverability. Remember, the goal is to build a genuine relationship with your audience through meaningful communication.
With these tips in your back pocket, you’re ready to send emails that don’t just survive the spam filter but truly resonate with your subscribers.
Happy emailing!
