What is spam?
Unsolicited commercial email (UACE) is known as spam. It is a nuisance, worst case scenarios, it spreads viruses and injects malicious code which affects access points. Spam is always a pervasive problem in many businesses and individuals.
Consider business send and receive 124.5 billion emails daily, while there are about 111.1 billion consumer emails each day. Combined the two, we have around $235.6 billion emails sent per day. Of these emails 49.7% is spam. Hence this is why enterprise and personal inboxes need to have good spam filters.
How does a spam filter work?
Spam filter is a solution applied to your email system with a set of protocols to determine which of incoming messages are spam and which are not.
There are different functionalities and types of spam filters
1. Content filters: review the content within a message to determine if it is spam or not.
2. Header filters: review the email header to look for falsified information
3. General blacklist filters: stop all emails that come from a blacklisted file of known spammers
4. Rule-based filters: based on user-defined criteria such as specific senders or specific working in the subject line or body
5. Content filters – review the content within a message to determine if it is spam or not
6. Header filters – review the email header in search of falsified information
7. General blacklist filters – stop incoming emails from known spammers
8. Rules-based filters – user specifies which senders to block or a specific subject line or body to block spam
9. Permission filters: require message to be preapproved by recipient
10.Challenge response filters: Senders are required to enter a code to gain permission to send email
How emails land in the inbox?
My first hand experience working in a marketing agency was fine, but not the best as it should be. Working with the team, we were told by the management to focused primarily on the aesthetics and layout without thinking much about the substance. What’s worst was the open rates declined to 0.3% and many of the emails were deleted right away without opening.
Since there were a lack of response from subscribers, the management told us to ramp up the email campaigns, fire off more to all of the contact lists indiscriminately to increase the possibility of having somebody on the list to buy from us. The next thing I saw was the recipients were very much fed up by our emails. Many has opted out because our management was aggressively spamming the subscribers.
Once email campaign results went bad, so did the quality of our contact list. Management asked us to send emails and followup with the contact lists they bought. They also instructed to sales team to do cold calling for more volume. What a horrible practice! I absolutely objected to spamming contacts and harassing them with cold calls. Shortly after they have rolled out cold calling and mass emailing, I quit and quietly left the organization.
The moral of the story is: never blindly listen to what management asks you to do! If you and the team are concerned about the future of an organization, everyone should voice their concerns and enhance their practices as a marketer.
IMPORTANT: As marketers we should treat our professions seriously.
Whether your campaigns make your subscriber’s inbox, largely comes down to people’s previous engagement with your campaigns.
Your next campaign is more likely to make it to their inboxes if subscribers have opened and clicked on your previous emails. If they have deleted them without opening, it is more likely your latest campaigns could end up in the spam folder.
As a marketer, your job is to make sure people are interacting with your emails and sending positive signals to the email providers.
At Ideaggio, our devlierability team works with customers each day to make this a success. We asked them to give us recommendations, so you can get your emails delivered:
1.Focus on organic lists (people who have opted-in to receive emails) instead of buying or renting email lists. When you send relevant content to those who have granted permission, the open rate goes up by about x5 and the spam complaints goes down by x4
2. Use a familiar sender name on the FROM line. A study shows that 68% of the Americans consume emails based on whether or not the sender of the email sounds familiar. By making the email sent by Bob Davis, the consultant of Internal IT Systems instead of SeverAdmin LLC, the audience feel closer to the person who wrote the email. Therefore, it is more likely they would continue to subscribe and read through these emails from a person, more than an organization.
3. Use segmentation to send targeted emails and make your campaign a success! Segmentation means dividing your contact lists into more specific groups. This way you can customize your message to your audience and make this more relevant to them.
4. Use addresses that can be replied-to! Yes, this is generally true that many people are less likely to engage and give feedback to companies if the emails are sent from no-reply emails. The reason being: nobody ever responds to spammers or to emails they don’t care about, they simply ignore or delete it. If you’re getting responses to your campaigns then it’s an obvious signal for email providers that these are legitimate emails.
5. Configure your account to send from a business domain. When you have made an effort to do this, you are sending strong signals to email providers that you are a legitimate business sending email campaigns that customers genuinely care about. Spammers DO NOT have the capability to take the time and effort to set up a professional domain.
To conclude, many marketers overlook the importance of email deliverability and building up positive sending reputation with email providers. This can have a huge impact on the results of the campaigns. If everyone puts in more effort to make sure email campaigns are delivered properly and meets the quality standards, this can give your brand an advantage over your competitors.
While you are brainstorming marketing initiatives, go back to thinking about: send to permission-based email lists, configure accounts to send from the business and send relevant campaigns. If you consider customers’ permission and deliverability, this will increase your open and click-through rates. It will also send positive signals to email providers to make the future campaigns deliverable to your subscribers’ inboxes.