Aaron O’Dowling-Keane writes … One of the common problems for email marketing is the amount of emails which never even reach the recipients but instead hit spam filters. Here’s how to guarantee an optimal hit rate.
In this article we will:
- Explain what spam is
- Point out key spam indicators
- Give best practice to ensure deliverability
What is spam?
Spam is the term used to describe unsolicited bulk emails. The characteristics are that the recipients have not agreed to have them sent and they are sent as a mass mailing.
Most email providers have spam filters. These look at a list of criteria to decide if your email is spam or junk – if they deem it to be so, the email will go straight into the recipient’s junk mail box and the likely hood is they will never see it.
One of the common mistakes that email marketeers make is simply buying long lists of emails in order to have a ready-made group to email. Since these are not people who have interacted with that brand or opted to have emails from them, the chances are this will be viewed as spam.