Bypassing the Dreaded Spam Filters

The biggest challenges to email deliverability are overcoming spam filters. Furthermore, to our luck, there are actually several levels of these!

For instance, if a recipient is using Microsoft Outlook or other local email software, it is he or she who ultimately determines their personal spam filter options. This, in fact, is not a difficult challenge to overcome because email users are not experts and don’t necessarily know how to employ high-level spam filters. This makes the job of some marketers easier when they are able to easily bypass barriers to an inbox.

Spam filters that are at the Internet Service Provider (ISP) level are very sophisticated at booting emails out of recipient inboxes. For this reason, marketers have to establish relationships with ISPs in order to prove they are a valid internet service and show that their spam blocking software shouldn’t be blocking legitimate emails. ISP works to authenticate email marketers in order to weed out phony operations and spammers who abuse email marketing privileges.

ISPs want to know that you are a bona fide business offering customer support instead of conducting scams. After all, it makes sense that email marketing on a mass scale is monitored to ensure vendor legitimacy, don’t you think?

Establishing trust with ISPs is the only way to ensure that your email deliveries are successful, and this trust has to be continuously renewed. This is why permission marketing is so important. Gaining approval that allows you to enter into a relationship with a potential customer is a way to secure your reputation; ISPs are fundamentally there to help you establish this feat.

10 Ways to Maximize Email deliverability

1. Segment your lists to ensure the right messages are delivered to the right recipients
2. Check that you haven’t been blacklisted anywhere (that your domain or IP address isn’t listed on ISP blacklists.)
3. Registering with an ISP whitelists to establish relationship with ISPs
4. Keep all your opt-in records to demonstrate that recipient’s haven’t reported you to a spam list
5. Keep tweaking your content to ensure messages are relevant
6. Manage your lists to ensure you aren’t sending emails to non-existent email addresses
7. Make sure your HTML emails are error and code free and that links in emails aren’t broken
8. Always allow a visible and easy option for subscribers to opt-out
9. Get a dedicated IP address to ensure you’re not sharing an IP with other users in order to prevent ISP from becoming suspicious about your activities
10. Test your messages across all browsers and mobile platforms by sending them to your own email boxes first to ensure the design is user-friendly and functionality is fool-proof.

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