How to avoid going into the junk/spam folder?

How to avoid ending up in spam folders is a highly complex question. There are many factors at play here. Here is a list of what I know:

IP adresses from where you send email have a reputation at each email provider (Gmail, Yahoo!, etc.). Use tools like https://senderscore.org/ to check it.
when sending from a new IP address, it has to be warmed up and you shouldn't send massive volume. Which means, only sending small amount of emails at the beginning and progressively increasing. Some providers like Mailgun offers managed plans that does this for you (throttling + monitoring).
Bounces (hard and soft) must be monitored and list cleaned accordingly. This means you must "read" SMTP logs and clean anybody from the list: when address is erroneous (obviously), when they clicked on the spam button, when their inbox was full (that happens!), etc.
I shouldn't have to say it, but getting user consent before sending anything is required by law almost everywhere, and indirectly it helps reduce the bounces (because people agreed, so they are less prone to click that damned spam button).
When sending from mutualized IP (e.g. Mailchimp), providers are really picky with the level of bounces you get. To avoid burning the IP reputations for all of their customers, they may ban your account if you move above a threshold. (It happened to me long ago, something like 100 emails sent, 10 hard bounces, account banned after 5 minutes). More info: https://mailchimp.com/andco/resources/revisiting-deliverability/
Email provider use a lot of parameters for reputation. Volume sent, email content (spam words), etc. BUT also interaction users have with your emails. This means that you may end up in User A spam folder if she never interacts (click/read) with your email, while you can remain in User's B inbox. You must create engaging emails to avoid this.

It's complex, but if you write nice engaging emails to people who gave consent, closely monitor the bounces, and use a mutualized provider like MailChimp it should be good.
If you start sending with AWS SES from a dedicated IP, without putting any of these best practice in place, your IP may be screwed very quickly.

You may want to read blog of major providers in this area: SendGrid, MailChimp, MailGun, Sender Score, etc. They all provide interesting information.
I hope this helps!

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2
How to avoid ending up in spam folders is a highly complex question. There are many factors at play here. Here is a list of what I know:
- IP adresses from where you send email have a reputation at each email provider (Gmail, Yahoo!, etc.). Use tools like https://senderscore.org/ to check it.
- when sending from a new IP address, it has to be warmed up and you shouldn't send massive volume. Which means, only sending small amount of emails at the beginning and progressively increasing. Some providers like Mailgun offers managed plans that does this for you (throttling + monitoring).
- Bounces (hard and soft) must be monitored and list cleaned accordingly. This means you must "read" SMTP logs and clean anybody from the list: when address is erroneous (obviously), when they clicked on the spam button, when their inbox was full (that happens!), etc.
- I shouldn't have to say it, but getting user consent before sending anything is required by law almost everywhere, and indirectly it helps reduce the bounces (because people agreed, so they are less prone to click that damned spam button).
- When sending from mutualized IP (e.g. Mailchimp), providers are really picky with the level of bounces you get. To avoid burning the IP reputations for all of their customers, they may ban your account if you move above a threshold. (It happened to me long ago, something like 100 emails sent, 10 hard bounces, account banned after 5 minutes). More info: https://mailchimp.com/andco/resources/revisiting-deliverability/
- Email provider use a lot of parameters for reputation. Volume sent, email content (spam words), etc. BUT also interaction users have with your emails. This means that you may end up in User A spam folder if she never interacts (click/read) with your email, while you can remain in User's B inbox. You must create engaging emails to avoid this.
It's complex, but if you write nice engaging emails to people who gave consent, closely monitor the bounces, and use a mutualized provider like MailChimp it should be good.
If you start sending with AWS SES from a dedicated IP, without putting any of these best practice in place, your IP may be screwed very quickly.

You may want to read blog of major providers in this area: SendGrid, MailChimp, MailGun, Sender Score, etc. They all provide interesting information.
I hope this helps!
255kb

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6 years ago
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1

Hi,

Try to avoid spam words in email content. Check the list of spam words https://blog.hubspot.com/blog/tabid/6307/bid/30684/the-ultimate-list-of-email-spam-trigger-words.aspx

emilywatson

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6 years ago
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2

This comment was deleted 3 years ago

DeletedUser

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6 years ago