How to improve B2B email deliverability and avoid spam folders when nurturing customers?
Summary
What email marketers say13Marketer opinions
Marketer from Email Geeks asks if people are opting in to receive the mail, stating that a long phone call and potentially a consultant might be needed if they are not.
Email marketer from Neil Patel's Blog explains that maintaining a good sender reputation is critical. This involves using a consistent sending IP address, authenticating your emails with SPF, DKIM, and DMARC, and avoiding sending to purchased lists.
Email marketer from HubSpot explains that regularly cleaning your email list by removing inactive subscribers and those who have unsubscribed is essential. Sending to an engaged list improves deliverability rates.
Email marketer from ActiveCampaign explains that implementing a preference center allows subscribers to choose the types of emails they want to receive and the frequency. This reduces unsubscribes and improves engagement.
Email marketer from Gmass explains that avoiding the use of spam trigger words (e.g., "free," "guarantee," "urgent") in your email subject lines and body can help prevent your emails from being flagged as spam. Use natural language and focus on providing value.
Marketer from Email Geeks suggests reviewing the Anti-Spam Policy at SFMC. They express concern about including opt-outs, implying the emails are being sent as transactional. They highlight that transactional messages should genuinely be transactional and not nurturing.
Marketer from Email Geeks suspects that improvements can be seen if the sender stops mailing people who have unsubscribed.
Email marketer from SuperOffice explains that using double opt-in, where subscribers confirm their email address before being added to your list, ensures that you only send emails to engaged and legitimate users.
Email marketer from Validity shares that subscribing to feedback loops (FBLs) with major ISPs allows you to receive notifications when recipients mark your emails as spam. This helps you identify and address issues quickly.
Email marketer from Mailchimp explains that segmenting your audience and sending targeted content to specific groups can significantly improve engagement and reduce spam complaints. Tailor your messaging to resonate with different customer segments.
Email marketer from Reddit explains that when starting with a new IP address, it's important to warm it up gradually by sending emails in small batches and increasing the volume over time. This helps establish a positive sending reputation.
Email marketer from Litmus shares that monitoring engagement metrics like open rates, click-through rates, and unsubscribe rates provides insights into your audience's behavior and helps you identify areas for improvement in your email strategy.
Email marketer from EmailVendorSelection.com explains that a dedicated IP address can provide more control over your sender reputation. This is important to nurture relationships.
What the experts say4Expert opinions
Expert from Word to the Wise explains that recipient engagement heavily influences filtering decisions. Sending engaging content that recipients want to receive is critical for maintaining good deliverability. Low engagement can lead to emails being filtered as spam.
Expert from Word to the Wise emphasizes that proper list acquisition practices and regular list hygiene are critical for maintaining good deliverability. Avoid purchasing lists and ensure your list is clean and up-to-date.
Expert from Spam Resource emphasizes the importance of proper email authentication (SPF, DKIM, DMARC) to verify your identity and improve deliverability. Ensure these records are correctly configured for your sending domains.
Expert from Spam Resource explains that maintaining a good sender reputation is crucial and that hitting spam traps will negatively impact your deliverability. Ensure your lists are clean and permission-based.
What the documentation says4Technical articles
Documentation from Google Postmaster Tools explains that using Google Postmaster Tools to monitor your sending reputation, spam rates, and other key metrics is vital for identifying and addressing deliverability issues specific to Gmail users.
Documentation from DMARC.org shares that implementing a DMARC policy tells receiving mail servers what to do with emails that fail SPF and DKIM checks, such as quarantining or rejecting them. This protects your domain from spoofing and improves deliverability.
Documentation from RFC explains that SPF records authorize specific IP addresses to send emails on behalf of your domain, preventing spoofing and improving deliverability. Ensure your SPF record is correctly configured.
Documentation from Microsoft shares that avoiding spam filters involves following best practices for email authentication (SPF, DKIM, DMARC), maintaining a clean IP reputation, and ensuring your content doesn't trigger spam filters.