How to pass Anti-Spam and deliver your emails better?

This is a quick review with good tips about how to improve your delivery rate,  from the Mailpro Team, the “Swiss Email Marketing Software”

You found the right Email Marketing Solution, you have greet things to communicate but somehow you feel a high percentage of your emails end up in the Spam folder?

Spam filters work all differently and there is no exact science that can assure you that your emails won’t end up in the spam folder. It is important to understand that each email server has different anti-spam rules and that it is impossible to know which rules have which email server.

However, with a few tips and experience, you can drastically improve your delivery rate. It is important not to get demotivated. At Mailpro we see millions of emails pass every day, and we have compiled some tips to help you improve your chances of not ending up in the SPAM folder.

  • Your email address matters

We often think that the only thing that matters is what is inside the email. But this idea is wrong.  The name or email from which you send your newsletter happens to also matter a lot.  There are some email addresses that tend to get stuck by the anti-spam filters  more than others. We recommend you to avoid free email accounts such as Hotmail, gmail, etc to make your sending’s. We recommend you do your sending’s from your own domain name email in order to get better chances of passing anti-spam filters.  The email address is composed of two parts.  The first is the name of the person who sends the email, and the second a domain name .com, .fr.  etc.

It is important to understand that the domains of the free email addresses we use, belong to the company offering the email address. This make it hard for Anti-spam filters to have a sure way of who the email comes from. Therefore, it is advised to use your own domain name email, with a real user and not a do not reply email address.  You have a better chance of passing anti-spam filters using an address such as [email protected] than [email protected]

  • Configure your domain name to improve deliverability

Well you might heard or not of SPF, DKIM and DMARC some of the most used filters by anti-spam. They mainly work authenticating your domain and so, your emails. Of course, as we mentioned previously, your email address matters and you need your own domain to configurate SPF, DKIM and DMARC.

Again, It is not mandatory, however, we highly advise you to set them.

These are methods of validation, where you add specific TXT records into your DNS Records. You shouldn’t be afraid to do this, as it really improves your delivery rate. The SPF for example, will allow the sender to define which IP addresses are allowed to send emails for a particular domain.

In our FAQS, we have good documentation about how to set easily SPF, DKIM and DMARC

You can also ask your webmaster or the person in charge of your domain name to help you set these if you need.

  • A Clean Address Book is Key

Well if you send 10’000 emails to Gmail and 5000 are bad emails, then for sure your emails will be consider as spam. You should only send emails to people you know, or you have business with. Remember, Email Marketing is a great tool to communicate to your customers, not to get new ones.

Also, use dynamic fields when you import you address books as it’s a great way to differentiate big amounts of emails from single contents emails.

  • The Subject of your newsletter is more important than you think

Often we don’t pay enough attention to subject lines. However we see how a newsletter with a good subject line has better chances of passing anti-spam filters, than a newsletter with a bad subject line.

Make sure you to avoid the following mistakes, to make your title look as realistic as possible, and not as a commercial title.  For Example, “Our Sales for the month”, “BIGG DISCOUNTS %%%”

  • Make sure to avoid SPAM words inside your title. Please see our full list of SPAM words to avoid here
  • Avoid writing your subject using only capital letters
  • Avoid heavy punctuation……….
  • Finally, to personalize your title with our Dynamic Fields could be the best advice.

If you personalize your title and content of email, then, each newsletter is different. This will help a lot to deliver as you can only personalize the email of you know, clean address book is the key, don’t forget.

 Avoiding subject lines that sound too commercial can really improve your delivery rate. Instead of writing a subject line such as “Our Sales for Valentine’s Day” you can write something such as “Peter, Are you ready for Valentine’s Day?”

  • The content of your Email

The content of your newsletter is actually the most analyzed part of your email, by the anti-spam.  It is in our opinion, better to send newsletter of good content less often, than to bombard your audience with bad content newsletters. Therefore, when creating a newsletter there are some basic rules to follow, to make sure not to fall on the spam folders.

  • Once again, avoid using Spam words Read our FAQ to get an idea of the list of Spam words you should avoid. For example, writing a newsletter with a price list and lots monetary signs, can make your newsletter end up on the Spam folder. It is advised to read this list of spam words and try to use as few as possible of these words to increase your chances of having a high delivery rate.
  • Have a good Image/text ratio

It is important to understand that when creating your newsletter, you must follow an image/text ratio.  If you create message which contains only images, chances are your message will end up in the spam folder.  At the same, you must take into consideration if you send a newsletter only containing text, the message might not appear appealing to your audience. Therefore, we must find a balance between images, which should attract the attention of your clients, and informative, good quality text.

Companies often use paid designers to create the design of their newsletters. However designers sometimes use photoshop to design it, adding an image with text inside it.   This is can drastically decrease your delivery rate as the message it’s just an image.  It is advised to use an image and the text separately.

  • Use to Call to Action Buttons

It is also important to make sure you have links inside your newsletter. By using Call to action buttons, you will invite customers into a specific action you want them to take.

When creating your links, it is always better to use buttons with the links inside.  A button that says “Visit our Website” will pass anti-spam filters much better than if you write the link directly saying visit on your newsletter.

  • Personalize your newsletter

Personalizing your newsletter it’s something very important that needs to be done before sending your campaign.  This means you are able to add the name of each of your customers easily. Did you know that by personalizing your newsletter you can have a better chance of passing the spam filters?  Also, it will help you increase your opening rate. Mailpro lets you personalize your newsletter easily by using dynamic fields.  Personalizing your newsletter will also make your customer feel special, cared for and remembered.

The easiest way to personalize your newsletter is when importing your address book.  For example, if you are creating your address book on excel, make sure you use some of the fields such as field 3 and 4 to add the name and last name of each customer. This way, when you import your address book into Mailpro, you already import your address books with the names. Then just use our Dynamic fields inside your newsletter.

To learn more about how to personalize your newsletter using Mailpro´s Dynamic fields, take a look at our FAQ

These are some basic tips you can use to try and have a higher delivery rate. Don’t forget to always test your campaign before you send it!

We hope these tips will help you have a higher delivery rate until you become an expert in the email marketing field!



Tracking and data, what you can learn

Tracking and data for your E-mail campaigns

One of the greatest advantages of e-mail campaigns is that with the help of tracking you can determine the problems in a campaign or on the contrary the actions that are profitable to the turnover. The stats enable to have an objective point of view on the data because of a more and more accurate precision. Apart from the examination stats of the ROI, meaning the rates of opening, clicks and other conversions, the stats guarantee a better follow-up of the marketing objectives and strategy. Now you will be able to rely on stats linked to the non-delivery of a message to know whether the problem comes from the e-mail address and thus pay more attention to the maintenance of your contact list. Stats linked to the cancellation of subscription, will enable you to review the relevance of your e-mails and their frequency. The stats related to the medium used to view are totally vital for your creation process. Try to spend more on the OS or the preferred medium used by your potential customers. The geographical location of your customers will be also relevant if you decide to go for email-to-store. The interesting part is that stats enable you to have perspective and to adjust your strategy accordingly. You will get the answers to the questions you ask yourself the most: is my subject relevant enough? How can I obtain more clicks? Shall I change my content? And other key questions. Mailpro offers you detailed stats. We will soon write an article on this feature to inform you on what you can now learn from your campaigns. In the meantime, you can try our latest version for free!

The responsive e-mail has become the standard

Responsive e-mail

Today, you can browse the Internet on multiple devices. At home, the users are either using their computer or their tablet, when they go to work they use their Smartphone and and then end their day at home while still on another connected device. The dynamic aspect of the users requires that the marketing must be dynamic as well. What was previously thought as a way to adapt to new potential customers has now become a standard. Therefore you need to create your e-mail campaign based on these standards, considering them as a built-in setting to be effective. Responsive means to adapt to different formats, especially keeping the quality of a content between a large format (desktop) and a smaller one (smartphone). The concept is to make sure that the customer has the same experience on each device. In addition, the habits of the users will remain the same. So for example, blocks that are located next to one another on a desktop will be located one below the others on a smartphone. The readers now easily adapt and can switch from one medium to the other. As lines get readjusted as columns on a mobile device, you will have to make sure that the most important information is displayed first and accuately. Moreover, text will take more space on a mobile device than on a desktop therefore our suggestion for you would be to use shorter texts so that once displayed on the smartphone they do not look like lists of thousand of words. When it comes to call-to-action, we suggest you to test several different placements in order to determine which placement generates the most clicks because remember at the end you are simply trying to bring more people to your website. In fact, apart from just testing call-to-action, the best strategy would be to test the complete e-mail campaign on several different mobile customers because their response will differ between each other based on their interests.

The first impacts of the GDPR

Impacts of GDPR

The GDPR came into effect a few months ago. The main objective of this new rule was to give back the users the ability to limit how their data is being used by marketers. The GDPR was so widely discussed that it had scared the digital sector although the implementation of it has not changed the marketing techniques. However, many advertisers had to change their methods to comply with the new legal framework and some users had to change their behavior as well. In this article, we focus on the behavior of the B2B, even if they were not as impacted by the GDPR, they also changed their behavior. This is showed explicitly on the below graph, created by the CMIT  company Markess. Regarding e-mail campaigns, we see that 39% of the people that were surveyed, unsubscribed e-mails lists and 34% were reluctant to share their personal date with advertisers. So is the GDPR to be blamed? Were these people tired of receiving uninteresting e-mails regularly? Or is it the lack of trust towards the advertisers? We think that in your contacts you will find a mixture of all that. In addition, 29% of the people surveyed mentioned that they filtered the sender as spam. This is a very significant number in comparison with the interest of the e-mail campaign they showed. At the end of the presentation, some suggestions are offered in order to improve the response of campaigns and to change this trend. 

Reduce the un-subscription rate of your newsletters

Reduce un-subscriptions

To gain more and more subscribers to their newsletter is one of the advertisers’ objectives but their worst nightmare is when they unsubscribe and that can happen a lot sometimes. Here is our advice to keep a high number of subscribers.  It is great to have a lot of followers only if they are reacting to to your campaigns.

One important thing to note is that by making the un-subscribing process easy it will not have a negative impact on the number of your subscribers. In fact, there is nothing worse than to take your subscribers in hostage situation with too complicated un-subscription process. The best way is to show that it is easy and possible to unsubscribe anytime they want. To avoid the un-subscriptions, you need to keep your list of contacts updated and to make sure that your contacts are still willing to receive information from you (which is something that should be done in the process of double opt-in imposed by the GDPR). You can even unsubscribe the users that are no longer active yourself. In that case, a good thing to do would be to send a last e-mail to your contacts informing them that you noticed they were no longer active so you are not going to contact them anymore but at the same time telling them that they can renew their subscription if they want to. Most un-subscriptions are related to the relevance of the content and the frequency of the messages. If you adjust these two aspects, your un-subscription rates will go down.

Optimize your deliverability

The objective of an e-mail campaign is to ensure e-mails reach several recipients whose schedules in terms of checking their inbox may be different. This concept of sending the message to its recipient’s inbox is deliverability. Deliverability is influenced by not only the quality of your campaign but also by the different rules of the e-mails servers and the ISPs. In addition to your efforts in creating campaigns, you will also have to know the preferences of your potential customers. According to an indicator on the deliverability 2017 from Return Path, it seems that on average, 1 message out of 5, never reaches the inbox, which means that 20% of a campaign are lost either in the spam folder or are blocked by the ISPs. This is how you can optimize your deliverability:

  • Do not use spam wordsor excessive punctuation excessive inside the whole message (body + subject)
  • Use a sender address connected to a safe domain ( same for the IP address)
  • Use a professional routing system such as Mailprowhich offers the authentication of the e-mails with the help of SPF and DKIM.
  • Make sure the unsubscribing link is visible; the rate of complaints also has an impact on the deliverability. If a user is unable to find the unsubscribe link he may be forced to complain which will impact the campaign. Therefore, the unsubscribe link should be visible.
  • Clean your database because too many hard bounces have a negative impact on the deliverability
  • Customizeyour e-mail campaign: the messages with the highest rate of conversion are considered as wanted by the recipients and this has a positive impact on the deliverability.

Some definitions from the article:

  • ISPs: Internet Service Provider
  • Spam words: keywords belonging to the advertisement jargons (offered, for free etc)
  • SPF: Sender Policy Framework, checking standard for a domain name when sending a message
  • DKIM: Domain Keys Identified Mail, authentification and cryptic standard of an e-mail
  • Hard bounces: message indicating that the delivery of a message has failed (in the case of a invalid e-mail address for example )

Increase your Click-through rate easily

Increase Clcik-through Rate

A good click-through rate means good chance for conversions. This is why many marketers take this rate into consideration in their strategy. If you use a qualified database and relevant content, you are likely to get a high click-through rate. When a user clicks it implies a real interest in the product/services whereas the opening of an email is just the first step and shows the customer is curious. When a customer clicks it shows real interest in the content as he will only click if he is really interested. When it comes to creating interest, the key is to use customized content. Before launching your campaigns, it would be better to get to know the recipients and mostly to define the kind of relation you want them to have with your brand, your services, and your products. In the end, the click relies mostly on one tool: the call-to-action (CTA). In order for a user to click you will need a link present. When the link is embedded within an expression in a text, or on a picture or on a button it is referred to as call-to-action. In an e-mail campaign there may be several calls-to-action and that is a real good thing to increase the click-through rate. However, it is useless to have a lot of them as you can simply put one at the top, at the bottom or in the middle and the results will be good. If you decide to put pictures of products, create a link redirecting to the full description of the item on your website. The placement of the CTA should not be underestimated and to achieve an optimal visual result, the placement must be considered during the process of graphic designing of the newsletter or the e-mail campaign. Same principle applies for its appearance. The CTA must be eye catching and should be placed in a way that the user feels that it will lead to more important content. Therefore, whether it is located on an expression in a text or on a button, it is very important that the user knows immediately that there is a link that can be clicked.

I’m a beginner, what are the requirements?

Web Marketing basics

The Web Marketing looks so easy; actually everyone is using it, thus a beginner may feel that he can manage it himself without too much trouble. It is true; however you need to know some rules, not always followed by advertisers, which creates marks the difference between good and bad marketers. When we talk about web marketing, we refer to any web medium used to communicate: website, social networks, e-mail campaign, SEO, membership…it gathers all the methods that can be used on the web to make a company or a brand known and to optimize its e-reputation. Since this article is meant for beginners, we are simply going to make the distinction between two types of actions. The canvassing and the retention. If one has to select a strategy that is better and can achieve both the action the email campaign should be preferred. This is why e-mail campaign is now considered as a key tool among marketers, from any sector.

First canvass, then retain!

To retain, you need to have a list of customers or convinced potential customers. This is why you first need to canvass. Canvassing does not mean to say out loud that you are in the advertising business. The aim is to target an audience that is susceptible to be interested in the product or service you sell and what you say. To achieve that you will have to gather data on your potential customers. Forms, surveys, and social networks are the perfect tools to know more about your potential customers and to see if they match your target audience and if they do match the criteria customized messages can be sent. Once you have defined your target audience Canvassing should not be used as a means to communicate massively but should be used to communicate with your target audience. When we speak about retention, we are referring to potential customers that have become customers or could be active future customers who are very response to your messages but who have not made any purchase yet. Retention means that you will have to know the consumption habits of your customers, to offer them services or products in addition to their purchase, to offer them special discounts, to suggest them to join the VIP club or a similar loyalty scheme. The objective is to keep your contacts always waiting and to have them spend some more.  

The tools

To perform web marketing we mainly use multi-medium campaigns. Which simply means campaigns that can be found on several media outlets. The first objective is to attract as many people as you can because as you understand that depending on the age, social status or interests the type of media used by your target audience will differ. Moreover, each medium will have a role to play depending on the progress of your strategy. For example, a website that has a good web ranking will be able to appeal to a lot of people and eventually be able to skim to get some quality leads. Later, these leads can be used for an e-mail campaign, more targeted and more customized on the website. You can then bring your leads to join you on social networks where a one-to-one customization can be used thanks to bots or simply human interactions. You have a wide range of possibilities in web marketing. Business watch is very important to be up-to date with the latest trends and mostly to have a good knowledge of all the communication media.  

How to choose the best e-mail campaign strategy?

Best e-mail campaign strategy

The main objective of the campaign is to be profitable without too much trouble since it should be easy to use. Of course, any advertiser wants to have the best strategy. Here are some tips. When it comes to e-mail campaign, the first thing you have to do is to get a professional solution that will ensure you a good deliverability with the help of a reliable network. Moreover, an e-mailing solution enables you to manage the entirety of your campaign and your contacts lists, which is very easy if you follow our advice. One of the pieces of advice that is the most frequent in our articles is the customization. Nowadays, you cannot perform an e-mail campaign without customizing it. You may think it is time-consuming but customizing is the essential aspect of your e-mail campaign.  After a while, your e-mail campaigns must follow a guideline, also called a strategy. This strategy must be defined according to various aspects:

  • The main objective: achieve turnover, increase the contacts database, and increase the rate of conversion…
  • The target: the target depends on the objective: all your potential customers, some of your contacts…
  • The products / services to put forward : since they depend on your target, they must be chosen accordingly
  • The competition: depending on your business sector, you will have to take the competition into account and to adapt yourself.

When we think about the strategy, both the content and the style are equally important. The design of your newsletter or email campaign must be adjusted to its content and its readers. We remind you that the users of Mailpro, e-mailing software, can find free newsletter templates on for different topics.

Get free emailing templates by creating your mailpro account!

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