Consulting with a Conscience™

A cruciallogics blog

Written by Amol Joshi
on May 23, 2023

Have you been approached yet by your frustrated marketing department asking for help understanding why so many of their emails are getting caught in spam filters and never seen by your prospective customers? Marketing emails are a great way to connect with your employer’s audience and promote the brand. However, getting your company’s email past spam filters can be challenging. Spam filters prevent unwanted or unsolicited emails from reaching the recipient’s inbox.

We’re going to assume your marketing team is sending emails to subscribers who have opted in, but we know that is not always possible. So to ensure that marketing email is delivered to the intended audience, here is a troubleshooting checklist to help you identify the issue.

1. Protect your reputation

The higher your reputation score, the more likely your emails will be delivered to your subscribers' inboxes. Using a reputable email service provider can help. Email service providers have an excellent reputation with internet service providers (ISPs), meaning their emails are less likely to be flagged as spam. Some examples of reputable email providers include Microsoft and marketing platforms like HubSpot and Mailchimp. These providers have built-in tools and features to help ensure email deliverability and maintain sender reputation, which can help increase the chances of your marketing emails reaching your subscribers' inboxes.

If too many recipients mark your emails as spam, ISPs may flag future emails from your domain as spam, which will be reflected in a low reputation score.

Several free tools will check your sender's reputation. Enter your domain and wait a few seconds for a report. If your score is low, the report may offer recommendations for improving your email reputation, such as reducing your email volume, improving your email authentication, or addressing any spam complaints. By monitoring and improving your email reputation, you can increase the chances of your emails reaching your subscribers' inboxes.


2. Secure your email domain

To secure your email domain, you must set up some records in your DNS server. These records are TXT, DKIM, Trusted ARC sealers and DMARC. They help you authenticate your emails and prevent spoofing and phishing attacks. By following these steps, you can improve your email deliverability and reputation.


3. Use a recognizable “from” address

Using a recognizable “from” address can help improve email deliverability. This means using an email address that identifies your brand or company and should belong to an actual employee. If the team uses that address in your list, they unintentionally hurt their success. Avoid using those generic email addresses, as these are more likely to be marked as spam.


4. Limit the links

Including too many links in your email can trigger spam filters. So instead, focus on including only the necessary links in your email content. If you need to include multiple links, consider using a hyperlink within a piece of text rather than displaying the full URL.


5. Invalid email address

Sometimes, the email address might be invalid, leading to undeliverable emails. This could result from typing errors, incorrect domain names, or outdated email addresses. A simple mistake could cost you an important email, so it's crucial to double-check and verify the recipient's email address before hitting the send button.


6. Email server failure

When the email server responsible for sending and receiving emails is down, the email is not delivered. Email servers are responsible for routing emails to their intended recipients, and a server overload, maintenance, or failure can lead to undeliverable emails. Therefore, you should always check quickly to ensure the server is functional.


7. Anti-spam filters

Anti-spam filters are used to protect email recipients from unsolicited emails or spam. They check incoming emails for relevancy, authenticity, and legality, and if an email doesn't pass the tests, it can be marked as spam or rejected altogether. Emails containing poor-quality or irrelevant content, HTML errors, broken links, or too many links or images can trigger spam filters. Some spam filters can be overly sensitive and might block legitimate emails.


8. Network connectivity issues

The network connection between the sender and the recipient's email servers can influence the email's delivery. Network connectivity issues could result from internet breakdowns, power outages, or ISP connection problems. In such cases, it's best to wait and retry later when the networks are stable.

Knowing the technical reasons why your emails are not delivered can help you avoid email delivery issues that can hurt your business. Always double-check email addresses, use a legitimate email platform, adhere to email size limits, avoid spam trigger words, and stay up-to-date with network connectivity fluctuations. By taking these precautions, your email delivery success rate can improve.

Contact us if you would like support solving your email challenges.

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