Keeping your email out of the spam filters is one of the most challenging things in email marketing and increasingly in regular communications as well.
In an attempt to protect us from getting too much spam, email and Internet Service providers are applying more advanced filters to eliminate those emails that seem to be low quality to the end user. Of course, there is no human that opens every email and decides if it is spam or not. But because an email is a digital file, it can be analyzed. The filters also look at what reputation the domain has and what server the email is sent from.
There are many elements that influence email deliverability and some of those are quite technical. A lot depends on the reputation of your domain and your email provider.
Email newsletters have been especially hard hit by the fight against spam. Sophisticated filters and things like the Gmail “Promotions” tab keep our readers from ever seeing our emails.
But there are ways and best practices we can apply that help get the emails delivered and opened.
I invite you to listen to my interview with Nicole St. Germain from the ConvertKit customer success team who has a lot of valuable advice about how to design and write your email.
Here are some of the things Nicole said:
Focus on content and try to keep your email simple.
Subscribers don’t engage with fancy emails in the same way. The response rate from simple emails is much higher.
Keep a ratio of 60% text over 40% image area and do not use too many links.