Many customers wonder how to ensure that a newsletter sent to a customer will arrive in the inbox and not be marked as “junk”.

A spam score is a result of a complex calculation used by spam filters in order to sort the good emails from the bad.  It is based on your emails content, amount of text verses images, number of recipients, the server’s reputation, and more.

If the spam score exceeds a certain limit – which varies from one solution to another, the email is blocked and will not be received by the recipient, even if he is registered to your mailing list.

Here are some tips to keep in mind to maximize your chances of reaching an inbox.

1. A good reputation

The origin from where the email is sent (server, proxy, company) is a key factor in sorting spam. Upon receipt, the recipient’s server evaluates the reputation of the sending server. If it is not known or is known to send emails of varying quality (for example, public email server solutions such as Gmail, Hotmail, etc.) the chances that the email is blocked increase considerably.

Not to congratulate ourselves but at this level there is no need to worry with Cyberimpact! Our servers have a good reputation and our team works actively to maintain their reputation so that your emails reach their destination.

What to do: Send your email from a trusted source.

2. Do not abuse your contacts trust

The server automatically sorts emails, but it is your contacts that establish the final sort by removing or reporting unwanted spam communications. If you break their trust, you will not have the chance to make contact with them again.

What to do:

  • Be sure you have permission from your contacts prior to sending email communications.
  • Do not purchase email lists. It is not effective and is illegal.
  • Create a subscription form and give your visitors incentives for signing up to your list.
  • Make sure your members can unsubscribe if they wish: you will minimize your chances for being reported as spam.
  • Finally, maintain a good relationship by writing shortly after registration and on a regular basis.  Memory is a faculty that forgets…

3. Revise your images

An email consisting of one big picture might seem easier to lay out, but you will be at a disadvantage if the only readable content by the server is code.

Why? Spam filters can not read the content of the image file. For filters, too many images may signify that the email contains hidden or abusive content.

What to do: Do not include text in your images; enter it next to the image instead. If you have one sentence per image, your text to image ratio should be more than ok.

4. The weight of words

Certain words, formulations or topics, will make your spam score rise quickly. “Viagra”, of course, but also: “Click here” and “Oprah Winfrey!” Fortunately, when writing in French, these are somewhat rare. Writing in red letters or CAPS can also affect your spam score.

What to do: Be relevant, use words that relate to your product or area of expertise and keep a clean and professional layout. Do not use tricks to grab attention. The server, as well as your subscribers, will grant you more credibility!

And the result of your efforts: More effective e-marketing campaigns.

By improving these points, you can increase both your reception rate and the quality of your newsletter. All you are risking is better communication!

Read as well: When your newsletter transforms into spam