Email Marketing Help: Solving Spam and Promotions Filtering Issues

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There are various reasons why your messages might be filtered into spam or promotions folders. The good news is that you can take steps to increase the chances of your emails reaching the inbox! Here are a handful:

  1. Send to Active Subscribers Only: Ensure you are only emailing subscribers who are actively engaging with your content. The average lifespan of an email subscriber is 6-12 months. If many of your subscribers are not engaging, email providers will notice and start filtering your emails. Regularly remove disengaged folks from your list and focus on those who are engaged.

  2. Balance Images and Text: Pay attention to the ratio of images to text in your emails. If your message is more image-based than text-based, it can lead to filtering. Aim for a balance like 80% text/20% images or 60% text/40% images. Too many images can also slow down the loading speed of your emails, which can negatively impact delivery.

  3. Enable DKIM/DMARC and Use a Domain-Based Email: Make sure you have DKIM and DMARC enabled and that you send emails from a domain-based email address (ex: yourname@yourname.com). Aside from this being a requirement of any marketer sending from a third party platform, sending emails from free addresses like Gmail, Yahoo, or Hotmail will lead to increased filtering. Setting up DKIM/DMARC shows that your email is authenticated, and in compliance. This will go a long way to ensuring your mail gets delivered.

  4. Encourage Subscribers to Safelist You: Ask your subscribers to add you to their contacts or safelist you. This action signals to mailbox providers that your emails are legitimate and wanted.

If you have more thoughts, questions, or concerns about email filtering and your content, just comment below.

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Some fantastic tips have been shared about keeping your emails out of spam and promotions folders. I’d love to add a few more ideas to help you connect better with your audience.

  • Segment your audience. Not all subscribers are the same, right? By grouping your audience based on their interests or behaviors, you can send them content that’s more relevant to them. This not only boosts engagement but also shows email providers that your subscribers love hearing from you.
  • Personalize your content. Ever notice how emails that feel personal catch your eye? Using personalization variables like your subscriber’s first name can make your emails feel more like a conversation between friends. It’s a simple touch that can make a big difference! And with dynamic content, you can show different content to different subscribers—all within the same email! For example, you might display products based on what someone has browsed before. It’s a great way to keep your content fresh and relevant.
  • Ask for feedback. Encourage your subscribers to reply to your emails or fill out a quick survey. This interaction shows email providers that people are engaging with you, which can help keep your emails out of spam folders.

By tailoring your emails to what your subscribers care about, you’ll not only improve deliverability but also build stronger relationships.

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