Before the user sees a new message in the mail service, it will travel a long way. It will be viewed by the moderator of the sender’s mail service, and then the spam filters will be scanned. If they see violations, the message will not reach them. Before it gets to the inbox folder, it will go through the recipient’s user settings. You can fail the check at each stage, and then the mailing list will go to the “Spam” folder.
To avoid this, work on the parameters that check mail services and spam filters:
Subscriber base. Mail robots find out whether you honestly collected users for mailing. A large number of invalid addresses and unsubscribes will indicate that you bought or parsed the database. And if they find spam traps, the mailing list will be blocked immediately.
Use an email tester to check the adaptability of emails to spam filters.
Domain and IP. You honestly collected the database, sending emails without errors and
violations. But they can still get blocked because of the domain’s reputation. It can send suspicious messages, and then all domain clients will suffer. Also, check email deliverability for spam using any of the email checker.
Authentication. Before sending it, you need to specify the service records SPF, DMARC, DKIM, and connect CRM. Without authentication settings, you can end up on a blocklist. In order not to mess with them yourself, send messages through mailing services. The service will help you register service records and configure the sending of mailings that meet the requirements of mail robots.
The body of the message. Texts, images, design, and layout can all affect deliverability.
Build the base yourself
Invite users to subscribe to the newsletter and ask for their permission to send emails. If the subscriber did not give consent, he would easily unsubscribe. The more such cases, the higher the probability of not passing the test. Therefore, you should not buy ready-made databases. They can hide spam traps, invalid addresses, and users who did not allow them to send messages. In the purchased database, you will find non-target subscribers who will not increase the conversion rate.
Don’t use parsers
This is an analog of the purchased database. Parser programs automatically collect addresses from public sources and form a subscriber base. Inside, many broken addresses and users did not agree to your newsletter and complained about it. Parsing the subscriber base will lead to the same results as buying the bottom.
The goal is to remove duplicates and inactive emails from the database. Mailing them reduces the percentage of deliverability, and the presence of invalid recipients will become a reason for getting emails in spam. Clean the database in the validators before the first trip to the database. Do this check several times a year.
Clean the database of inactive subscribers
Statistics on the opening of mailings will show which users read the emails and do not open them. If the subscriber is inactive for 2-3 months, its address can be removed from the database.