Why does my e-mail end up in spam?

Why do emails end up in spam?

The reason why emails end up in spam can range from technical settings to content choices. Here are some of the main causes:

1. Sender reputation: Email providers assess the sender's reputation based on several factors, such as the frequency with which emails are sent, how many emails are marked as spam, and whether the sender has been blocked before. A bad reputation can cause your emails to end up in spam.
2. Missing or incorrect DNS settings: Domain Name System (DNS) settings such as SPF, DKIM and DMARC are essential to prove that the e-mail really comes from your domain. If these settings are missing or incorrect, email providers may consider your emails untrustworthy
3. Email content: Email filters scan the content of your message for certain words or phrases that often appear in spam. Words like "free", "make money fast", and "buy now" can be triggers for spam filters.

How can I prevent my e-mails from ending up in spam?

Now that you know the main reasons why emails end up in spam, it's time to look at what you can do to prevent it. Below, we discuss some steps you can take to make sure your emails end up in your recipients' inboxes.

Tip 1: Improve your sending reputation

A good sender reputation is essential to prevent your e-mails from ending up in spam. You can do this by being consistent in your sending behaviour: Send your e-mails on a regular basis, without sudden spikes in the number of e-mails sent. Sudden changes can be considered suspicious by e-mail providers.

Tip 2: Ensure correct DNS settings

One of the most technical but essential steps to prevent your emails from ending up in spam is to correctly setting up your DNS records. The main settings are:

• SPF: Specifies which servers are allowed to send e-mails on behalf of your domain. This prevents others from using your domain to send unauthorised e-mails (spoofing).
• DKIM: This is a cryptographic signature added to your e-mails. It shows that the e-mail has not been modified in transit and that it came from an authorised server.
• DMARC: This is a policy that defines how email providers should handle emails that fail SPF or DKIM. It helps protect your domain from abuse and provides more transparency in email delivery.

Tip 3: Optimise your newsletter email content

The content of your emails plays a big role in whether or not they end up in the spam folder. Here are some tips to optimise your email content:

• Avoid spammy words and phrases: Words like "free", "urgent", and "special offer" can trigger spam filters. Instead, use more neutral and professional language.
• Use a good balance between text and images: Emails that contain only images or have a poor balance between text and images are more likely to be flagged as spam. Make sure you have enough text in your emails and use alt texts for your images.
• Personalise your e-mails: Personalised emails are more likely to be opened and less likely to be flagged as spam. Use the recipient's name and customise the content based on their previous interactions with your brand.

Conclusion

Emails ending up in the spam folder are a common problem that can significantly reduce the effectiveness of your email campaigns. By taking the right measures, you can significantly reduce the chances of your emails ending up in spam.

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Good luck!