Often legitimate email campaigns get sent into the spam folder. Many factors influencing this include: the sending email address, the subject line, and the body of the email. A number of steps you can take to improve this are:
- Setting up DMARC, SPF, and DKIM to improve deliverability. Find out how to do this here.
- Avoiding using words in your email subject or body that are known to trigger spam filters.
- Effectively use merge tags to properly personalise the “To:” field of your email campaign.
- Showing your subscribers how to successfully whitelist your emails, and politely requesting that they add you to their address book.
- It's best not to put URLs in your email, but put the link behind a word instead.
- Avoid mistakes in your code. One small missing tag could cause a spam filter to pick it up.
- Create engaging content to get more opens and improve your reputation - which will improve your deliverability.
- Make sure your "Email From" address is that of your domain (firstname.lastname@example.org), don't send from a free email account like Gmail or Yahoo.
Some recipients may choose to flag your campaign as spam. This is recorded as a complaint on your campaign statistics. In order to avoid this, please ensure that your customer have opted-in to receiving emails from you and are expecting them. It's important to keep your complaint rates low in order to avoid AWS account suspension.
You're not likely to avoid all the spam filters all of the time, as they are always changing how they look for suspicious emails, but taking the steps above will improve the chances that your email will hit your recipients inbox more often than not.