There are certain best practices that you can follow when sending an email campaign, which will ensure that it does not end up in the spam folder of the recipient. Below are certain tips which can help you in achieving better deliverability of your emails.
1. Include a text version of your email if you are sending HTML emails. This is the easiest way to avoid emails ending up in the spam folder.
2. Maintain a good text to image ratio. If you include more images, it is likely to end up in the spam folder.
3. Avoid spam trigger words and phishing phrases. Some phrases like Once in a lifetime opportunity, Click here, Make billions and so on would easily catch the attention of spam filters. Also avoid too many exclamation marks and using all caps.
4. Keep the Subject of the email as relevant as possible. The subject line is the easiest way to get your email filtered as spam. Keep it short and simple.
5. Avoid large attachments and certain attachment types. You can avoid executable attachments such as .exe, .zip, .swf, etc. Generally, you should not send attachments to people on your list that are not expecting them. You can instead include a link in the email to download the file/attachment.
6. Code your HTML email properly. If your HTML email code is bad, you will appear like a spammer. Broken images, missing tags, and non web-safe colors are some of the things spam filters look for.
7. Some spam filters will check to make sure that an email claiming to be originating from a domain name actually did originate from that domain name. This is called authentication and it’s slowly becoming more and more common. Emails that aren’t “authenticated” are either classified as “junk” or are flagged as “suspicious.”
8. You must ensure that your DKIM and SPF are setup properly. The DKIM record allows LeadSquared to digitally ‘sign’ your emails for your domain. Without this record, LeadSquared’s email provider still adds this to your emails, but it’s signed for the sending party’s sending server instead of your domain.
When you add the SPF record to your domain, that allows receiving email servers like Hotmail, Gmail, Yahoo, and others, to verify the identity of your emails for the SenderID authentication. If somebody else such as LeadSquared is sending emails on your behalf, then that SPF record explicitly gives permission to LeadSquared to send email on your behalf. Contact our Support team to set up your DKIM and SPF.
9. Finally, be compliant with the CAN-SPAM Act. See CAN-SPAM Act for more information on how to be compliant with the act.
Although this is not an exhaustive list, complying with the above tips should ensure that your email does not end up in the spam folder of your recipient.