Email got caught in a spam filter? Here’s what to do…

4 quick wins to avoid deliverability dips

Know this feeling? Putting hard work into an email and then discovering it gets caught in people’s junk folder. Bummer…

There’s something you can do to prevent that from happening, though. Here are a couple of quick wins to guide you through spam filters and straight into your contacts’ inbox…

Validate your HTML
No-one likes messy HTML codes. They are hard to adapt, your readers will have renderability problems and spam filters will be very suspicious. So you’d better make sure you’re using well-structured, simplified code.

Use your own opt-in list
The key to success can be so simple. This is probably the most effective tip, because people who signed up for your newsletter know who you are. And it’s that recognition that makes them trust your email. Keeps them from hitting the spam button too.

Clean up your database
Always get rid of your bounces. The best thing to do is to put your hard bounces on non-active and keep a strict eye on your soft bounces. If they keep soft bouncing, it’s time to take them off your list. Want to take it a step further? Try to reactivate non-openers. If that doesn’t work, put them on non-active as well.

Consistency in your FROM: name, HTML, IP address, reply to,… will gain you trust and lets you build up a positive online reputation. So make a recognizable framework around your email marketing and provide fresh content continuously.

Conclusion: Use these 4 simple tips and you’ll see yourself creating a synergy between you and your ESP.

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