The very first priority so that your e-mails will not go to spam is that you should not send spam e-mails. Sending e-mails to the purchased e-mail lists means your e-mail is spam. Sending e-mails to the accounts which did not grant you permission to receive promotional e-mails from your part also means to spam. As such, as we continuously state, it is crucial to emphasize once again: E-mail marketing is to strengthen your bond with your already existing audience, not to reach large masses.
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Even the simple clarification above answers a plethora of questions that we receive. However, there is more to it than that. Whether the e-mails you send go to inbox or not solemnly depends on the reputation of the e-mail itself. In other words, even an elaborately prepared e-bulletin or campaign may end up unsuccessful given its low commercial reputation. We can define e-mail reputation as the credit rating to make a comparison with the banking system. If your ranking is high, your IP address will automatically be added to the whitelist of the internet service provider, which means that your e-mails will go to inbox. It is normal that your e-mails go to spam in the beginning since your reputation is yet to be built.
However, with the right strategies, as long as you prepare campaigns in accordance with the information and insight we provide you through our videos and podcasts, you can build your reputation in no time. Then, you can start having your e-mails gone to the inbox. Think of it as moving to a new place. You have no acquaintances. No one knows you. Yet, once you strive to create a trustworthy and consistent image, your reputation within the neighborhood also increases in time, doesn’t it?
Now, let’s move on to the elements constituting reputation, in other words, the factors determining whether your e-mails will be eliminated by spam filters or not. If your e-mail seems like an e-mail with an aim of phishing when it encounters such filters, if you use unprofessional wording, if you choose clickbait titles such as “Purchase it now, do not miss this special offer! Only for you!” or if the content you send is perceived as harmful or threatening, it will end in an injury on your reputation. Apart from these factors, bounce rate, complaint rate, the spam traps in your list, along with a possible increase of such lists, are among the factors which lead to a lower reputation. An open/click rate high in percentage, on the other hand, increases your reputation.
It is completely up to you to manage the factors affecting your reputation, thus your send rate. That’s exactly why we always draw your attention to the importance of permission marketing. Users who have subscribed to receive e-mails from you of their own accord will be more likely to read your e-mails and visit your website by clicking on the call to action button and spend time there. Moreover, such users will not probably report your e-mails as spam. As your list will remain clean in the course of permitted marketing, you will not fall into spam traps, either. Briefly, as a company knowing its audience well, designate what your customers are interested in and do not send e-mails which you would not read to your recipients while launching a campaign.