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19 Comments

Newsletter landing in promotions or spam (need help)

Hi guys,

We write a weekly newsletter for Remote Tools and use Zoho to send it out. Our signups have been decent and even open rates are not bad. However, we recently realised it could be way better because our mails are landing in spam and many times in the Promotions tab of gmail. Is there a solution to solve this?

Would love to hear your thoughts.

Best,
Karthik

on November 23, 2019
  1. 3

    Further to what others have said, don't try and game the system by getting around categorisation in inboxes. Tools giving you previews of where emails will end up are only guesstimates.
    Inboxes are personalised to the user as well as the general algorithmic setup, which is constantly changing, so there is no full proof way to stay out of a Promotions tab or any other categorisation.
    Gmail has now also provided a way to highlight yourself in the Promotions Tab. Again, this isn't guaranteed to show to everyone, every time but its a way to stand out.

    1. What do your subject lines and preheaders look like? Following best practices?
    2. What does your email content look like? A lot of images or a balance of copy and imagery?
    3. Have you looked into BIMI or another type of email client specific authentication practice? BIMI is fairly new but it's gaining traction and is a way to personalise how you look in the inbox. An example is an image coming up in the icon roundel in Gmail, before the from name and subject line.

    Don't try to game the system or attempt to hack your way to your preferred placement. It could do the reverse of what you're hoping and be hugely detrimental, causing your IP and from address to be blacklisted.

    Just do the basics right and always remember that although people have given you their email address, there is no guarantee they'll even open it or even use email that much!

    A good resource in the email marketing industry for best practices are Litmus.com & Emailonacid.com.
    Both are dedicated testing preview tools but are very vocal in the industry and are always releasing blog content around everything you can do to optimise your placement.

    1. 1

      This is a super comment @Devastation. Thanks so much for this. Took time to reply as I wanted to check on some of the things that you had suggested. Just decided to ditch our Zoho mail campaign manager for Mailchimp even though the latter costs more.

      Will continue to read Litmus and Emailonacid to keep on top of things. If you have time, would you be open to have a look at our newsletter? Do let me know and I will send it over to you so that you can give me your thoughts on whether according to you the best practices are followed or not.

      1. 1

        Happy to help Karthik. I've emailed you directly with my address.

  2. 2

    In addition to what others have said, there are some formatting, copy, and image considerations when it comes to getting out of Promotions and getting into Primary tab. Unfortunately, there isn't a clear answer on how to get by the algorithm, but the below article helped me with the things to consider:

    https://keap.com/business-success-blog/marketing/email-marketing/how-to-keep-your-emails-out-of-the-gmail-promotions-tab

    I've also used this tool and really liked it. You can send an email to test accounts and see where it ends up:

    https://www.gmass.co/inbox

    1. 1

      Thanks a lot @tyleratretire! I did stumble into this blog myself and it is helpful.

      Gmass was pretty interesting - we tested our mails and that did help us decide on a few things to improve our deliverability. Thanks once again :)

  3. 1

    Had a similar problem with Unheard Roots, I solved it by asking people to move the emails to their primary folder and replying to my emails

  4. 1

    Readers must "reply to". Even one percent will help you solve the problem. So use mild methods to get readers to "reply to".

    1. 1

      Interesting, can you have a source for this info?

      1. 1

        This skill is very hard to learn, and when I did research there are folks asking $500 for knowledge transfer. I can only tell you I got this from a conference call with a high priced consultant

  5. 1

    Use a proper email service provider (like mailchimp, convertkit, mailerlite, substack, etc)

    Make sure you domain has dkim set up. Most providers will give you instructions on how to do this.

    Don’t try to manage in an email client like zoho / gmail. You’ll look like a spammer. And it’s very difficult to stay legal with allowing unsubscribes and keeping data secure.

    1. 1

      I second what @pauldmet says. I used sendgrid before and there were specific checks on the site to show that the email address I was using needed dkim setup.

      1. 1

        @pauldmet and @peterdoh: Thanks for sharing - this is very helpful. In fact, we were ourselves sceptical and looking to move to something like Mailchimp.

        A few things though - we use Zoho Campaigns (which is Zoho's dedicated email service provider) and have both DKIM and SPF (Zoho Campaigns has checks to verify this). So while we would still like to consider MailChimp or the like over Zoho Campaigns, we couldn't find compelling reasons.

        Any thoughts on this?

        1. 1

          Didn’t know about zoho campaigns - just sounded like you were using the client to send emails.

          Could be other reasons you’re hitting spam and hard to tell without seeing what you’re sending. Might be the content , might be because you’re send is inconsistent, your domain might have problems (people marking it as spam), etc.

          If people are finding it in spam then ask them to move it to inbox, mark you as favorite / vip and add you to their contacts. Same with promotions tab (arguably harder to stay out of as google sees a broadcast and assumes promotion).

          A post like this https://www.sendx.io/blog/emails-going-to-spam/ might give you some ideas of what to look for.

          1. 1

            Super helpful @pauldmet. Thanks a lot! This does seem like a pretty tricky thing to understand. If you have the time to take a quick peek at our newsletter to share your thoughts on what can be improved to land in the inbox, please let me know. Would love to hear your thoughts on it.

            1. 1

              Sure, I’ll take a look. Drop me a link.

              1. 1

                Super!

                Our newsletters are hosted here: https://www.remote.tools/newsletter. Each title is the subject line and before the body content we address the recipient as "Hey <Name>,". Look forward to hearing from you!

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                  I'm not an expert but to me the copy looks ok. It looks normal and there's no obvious things that would cause it to land in spam.

                  You could try a tool to get more insights on your emails and your setup. A free one is https://www.mailgenius.com/

                  There are plenty of others if you google for them (paid and free).

                  1. 1

                    Thanks for taking time for this @pauldmet. I will try these tools and see how I can improve this. If there is something I learn, I will be sure to post it here.