Ultimate guide on email deliverability (Part 1)
Ultimate guide on email deliverability (Part 1)
"or how to be not junked"
Here you will find ultimate rules and tips for good deliverability of your email campaign to major Email Service Providers. For deliverability improvement you MUST take attention to the following:
Adjusting the sender and reply-to fields
Create you HTML & your content right
Be careful with your email list
Pay attention to user's abuses
Adjusting the sender and reply-to fields
1. We suggest you to avoid unreal Subject, Reply-to, Headers and From-names.
2. Try to avoid the following structure of Sender and Reply-to emails: info@yourdomain.com, marketing@yourdomain.com, contact@yourdomain.com, etc.
3. In order to make impression of a serious and professional man/company don't use popular ESP webmail, try to use a recognizable business email address.Choose the most professional and trusted email: your.name@yourdomain.com or yourname.yourdomain@gmail.com, the first one is definitely better.Try not to use aol, hotmail, gmail, yahoo, etc sender email if the major part of your contact list are of the same ESP, you have chances to be bounced because ISP's don't like this.
4. Spam words like "promotions", "free", "act now", "limited time", etc are dangerous and are prohibited to use. Don't overuse exclamation points (!!!!!) and ALL CAPS TURNED ON.Indeed, 2 exclamation signs in a subject and the message will turn your letter in spam.
5. Another killing word is "test".
HTML and your content
1. We suggest you not to excess with fancy styles, colors and formatting.
2. Be careful, remember that make money, pharmacy and mortgage are spam words. Try to find another words.
3. Pay attention on your HTML code, it must be clean if you use a WYSIWYG. WYSIWYGs often put useless code that spam filters consider as spam.
4. Not clean HTML can be supposed as spam. Don't leave the tags empty, check carefully all your tags, don't put any code after the closing tag.
5. Be careful with using the CSS, use embedded CSS instead of placing it inside the tags, and be sure it's below the tag.
6. Use the real content for your test email campaigns.Don't multiply the same paragraphs.All the duplicate content is detected with spam filters; they also recognize any "non-human language" text.
7. Don't use "one-image" email, spam filters can't read the content from images, your email will be considered as spam.Maintain a ratio of 30% images versus 70% text.
8. Don't use too many URLs in your email, sometimes as few as 3-4 links the email will be marked as spam and your customers or potential clients won't see your emails
9. Be sure that all the links are not blacklisted. If you use blacklisted links the sending domain will be banned for a long time.
10. Always include the plain text in your HTML.
11. Including text like "You are receiving this email because you signed up at our website." will be an advance.
Note1: The ISPs are scanning and fixing blacklists for URLs and domain names.If they find your company's domain name in a blacklist, they'll block all future emails with that domain name in it.
Note 2: Recently, Orange (orange.fr & wanadoo.fr) has changed its privacy policy and implemented a highly aggressive anti-spam filter, that allows delivery only of those emails whose senders are whitelisted, or on the recipients' contact list.Not white listed emails are delivered with a big delay and often to junk folder.
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