How to send bulk emails without spamming?
This question is a matter of dispute for many marketers. Unfortunately, nobody is immune to be called a spammer. Have you ever noticed emails from authoritative sources in your spam folder? Have you ever been fed up with the boring newsletter to the extent that were ready to mark an email as spam? Suppose that your answers were “Yes”.
In view of this, we single out 3 reasons which influence the email reputation:
- Technical settings
- Email content and design
- Recipients’ reaction to your bulk emails
1. Technical settings
Correct formatting of the headers.
First of all, emails should undergo an accuracy checkout of SPF-record and DKIM-signature. SPF-record must be present in domain of DNS and allow email sending on behalf of the domain’s name from a certain IP-address. DKIM allows to identify a sender.
Step 1. Ensure the email underwent a checkout
To ensure if the email underwent SPF and DKIM checkout, open its headers in the email client, find Authentication-Results and make sure there is “pass” after spf and dkim. It means that the email underwent a checkout.
In Gmail it looks like this:
Step 2. Use a special header
Use a header “precedence:bulk” in bulk emails for people to know what you send.
Step 3. Include unsubscribe link
Be sure to include unsubscribe link in the email. It should be easy-to-see, have adequate size and font colour.
Own mailing list
Never buy mailing lists from another companies. These people are more likely to mark your email as spam as they may be not interested in it. Collect the client base with the help of evident subscribe link and double opt-in. It implies registration and subsequent email campaign in case a user confirms the accuracy of the data – email. A user receives the confirmation email with the link. This way, your client base will contain only valid and legal addresses for bulk emails.
Reputation of the IP-address and domain
Your sender’s reputation consists of 2 components: reputation of the IP-address and of the domain. If you send emails with the help of authoritative service, it will give you its IP and domain, the reputation of which is high. You can buy a dedicated IP-address, link with your own domain and be responsible for their reputation.
2. Email content and design
- Avoid using spam-like words. They look like this:
- Suspicious links and attachments
Links are extremely important. If it brings to a suspicious resource, it will be blocked. Don’t put links into the subject line and avoid shortened links, it may be a fraud.
The same is with the attachments and documents. Files with suspicious titles, archives (especially password-protected ones), links for downloading a file from free file hosting services.
Keep far from using Caps Lock, exclamation marks, hidden text (extremely small font), too many images and very little text, spelling mistakes.
- Plain-text version
Include a plain-text version into your email, as spam filters don’t like its absence and it can be useful for some recipients. A lot of email clients cut off HTML version of an email and show simple text. If HTLM version can’t be shown, a recipient will see a plain-text.
3. Recipients’ reaction to your bulk emails
Follow these tips not to get to spam folder:
- Unsubscribe link.
Every email must contain it as it makes possible for the recipient to unsubscribe but not mark as spam.
2. Familiar name and sender’s address.
Make sure that your subscriber knows that the email is yours, but not the spammer’s one. Familiar name, company name, email address don’t arouse any suspicions.
3. Frequency of email sending.
Even if the content of your email is extremely interesting and relevant, don’t send emails every day. The optimal frequency is not more than once a week and not less than once a month for your subscribers not to forget you.
4. Relevant and valuable emails.
Take care of your subscribers. If a person subscribed to your bulk email, send relevant and valuable content, that is actual for every subscriber. Use segmentation for this purpose, as it is a customer-oriented method. Segment your subscribers according to gender, city, age, interests and preferences.
How to track the spam-level of your bulk emails?
There are 2 ways:
1) Email marketing services will help to identify reputation rating of senders of the email, spam-level and find out the recommendations for improving each email. Popular program Spam Assassin assesses spam-level and gives general score: 0-4 (green background) – an email won’t get into spam folder, 4-6 (yellow background) – an email contains incorrect text and will probably be in spam folder, 6 and more ( red background) – an email is a spam and will be blocked.
2) If you get abuse complaints, you can get into the blacklist even if your email is relevant to your mind. Your subscribers may be not interested in your bulk emails or your unsubscribe link may be hidden. They can’t find the way to unsubscribe, so they mark email as spam. SendPulse allows to track abuse complaints. It includes metrics on email campaigns and the list of subscribers. You can track regularly the number of delivered and opened emails, click-throughs, abuse complaints, errors, etc.
Before sending a campaign, ask yourself: “Would I like to receive this email? What is valuable and useful in it?”
So, follow the recommendations, take care of your subscribers and you won’t send SPAM.
Other useful articles
- Automatic resend to unreads
- How to create an SPF record?
- User Access Levels
- How to send bulk emails without spamming?
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