How can lotteries improve email deliverability for win notifications to avoid spam filters?
Summary
What email marketers say9Marketer opinions
Email marketer from Gmass shares that using double opt-in for email subscriptions helps ensure that subscribers genuinely want to receive emails, improving list quality and reducing spam complaints.
Email marketer from SparkPost suggests enrolling in feedback loops (FBLs) with major ISPs to receive reports about spam complaints, allowing prompt removal of complainers from the mailing list.
Email marketer from Campaign Monitor shares that segmenting email lists and sending targeted content can improve engagement. For a lottery, segmenting based on location or game preferences can reduce the likelihood of recipients marking emails as spam.
Email marketer from Sendinblue suggests using a dedicated IP address to build a positive sending reputation. By sending lottery emails from a dedicated IP, the reputation is not affected by other senders, leading to better deliverability.
Email marketer from StackOverflow highlights the importance of making it easy for recipients to unsubscribe from emails to avoid spam reports. The unsubscribe link should be clearly visible and functional.
Email marketer from Litmus explains that gradually increasing sending volume (warming up) when using a new IP address helps establish a positive sending reputation with ISPs.
Email marketer from Reddit suggests consistently monitoring sender reputation using tools like Google Postmaster Tools to identify and address deliverability issues proactively.
Email marketer from Email on Acid recommends previewing emails across different email clients and devices to ensure they render correctly and don't trigger spam filters due to formatting issues.
Email marketer from Mailjet explains that using email authentication protocols like SPF, DKIM, and DMARC helps verify that emails are genuinely sent from the lottery's domain, reducing the chance of being flagged as spam.
What the experts say7Expert opinions
Expert from Word to the Wise explains the important of engagement data to determine deliverability. Lotteries should make sure they have engaging and relevant content so their audience is happy to recieve their emails.
Expert from Spam Resource highlights the critical role of sender reputation in email deliverability. Lotteries should monitor their IP and domain reputation and take steps to improve it if it's low, such as by addressing spam complaints promptly.
Expert from Email Geeks reminds that email is not guaranteed delivery like FedEx, but acknowledges people use it for important notifications anyway.
Expert from Spam Resource emphasizes the importance of content filtering and testing email content to avoid triggering spam filters. Lotteries should avoid language commonly associated with spam and test their emails with tools like SpamAssassin.
Expert from Email Geeks mentions the Michigan State Lottery's email deliverability issues, recommending Validity or Inbox Monster to improve it.
Expert from Email Geeks explains that unclaimed lottery prizes over $10,000 are transferred to the state's School Aid Fund.
Expert from Word to the Wise stresses the importance of maintaining a clean email list. Lotteries should regularly remove inactive subscribers and those who have unsubscribed to improve their engagement rates and avoid being flagged as spammers.
What the documentation says5Technical articles
Documentation from DMARC.org explains the steps to implement Domain-based Message Authentication, Reporting & Conformance (DMARC) to control how email receivers handle messages that fail authentication checks.
Documentation from IETF explains the technical aspects of DomainKeys Identified Mail (DKIM) which provides an email authentication technique that allows a sender to digitally sign their legitimate messages to be verified by a recipient.
Documentation from Microsoft explains that avoiding spam filters involves several steps, including authenticating email, maintaining a clean sending list, and avoiding spam trigger words in the email content.
Documentation from RFC explains the technical specifications for Sender Policy Framework (SPF) records, which are essential for email authentication. Properly configuring SPF records ensures recipient mail servers can verify that the lottery's sending server is authorized to send emails on behalf of their domain.
Documentation from Google explains that following Google's bulk sender guidelines is crucial to ensure emails are delivered to Gmail inboxes. This includes setting up authentication, maintaining low spam rates, and providing easy unsubscription options.