Individuals and companies are increasingly experiencing frustration after investing genuine effort into crafting email newsletters that end up in the Gmail Promotions tab or, worse still, in the spam bin.
The recent announcements of major modifications to Google and Yahoo’s spam filter algorithms have caused email marketers and sales teams involved in marketing campaigns to reassess their approaches.
There are some positive steps that you can take to ensure your email newsletter reaches your intended recipient:
- Email Domain Authentication
To guarantee that your emails are not blocked or classified as spam, it is strongly recommended to implement domain authentication when sending emails through a private domain, such as your website. Through authentication, you establish a traceable identity that provides assurance to the Internet Service Provider (ISP) of the intended recipient, thereby enhancing the likelihood that the receiver will find your message in their inbox.
- Personalise Email
One of the best ways to prevent emails from ending up classified under the Promotions tab is to personalise them. Be human and engage in conversation rather than sounding robotic. It is important to connect well with your audience, share experiences, and use language your subscribers use.
Tip: Organise your subscribers based on the information you have about them. Utilise this data to construct emails that are customised for each segment. Even basic email marketing tools like Mailchimp allow you to do this.
- Limit the use of images
While images might draw in new subscribers, they may also be the cause of your emails appearing in the Promotions tab. Emails with an excessive amount of photos are filtered by Google into promotions. Using one or two graphics in your newsletter is the ideal strategy.
- Avoid adding unnecessary links
Compared to marketing emails, conversational emails often contain relatively few links. The Gmail algorithm will flag emails containing excessive links as spam. This implies that if you use too many links in your email, it will appear on the Promotions page. Try to limit email links to no more than three.
- Proper Unsubscribe Link in Email Footer
Adding a clear and easy-to-find unsubscribe link in the footer of your newsletter helps prevent recipients from marking it as spam. This provides them with a straightforward way to opt out of future messages.
Additionally, a working unsubscribe link is essential for maintaining a positive sender reputation. It shows that you respect the preferences of those who no longer want to receive your emails, promoting a considerate and responsible approach to email communication.
Sending out email newsletters is a great way to reach new customers and increase revenue. However, their impact is diminished if these messages wind up in the promotions tab or spam bin. By implementing some straightforward strategies, you can increase the likelihood of successful client interaction and higher sales while ensuring your email marketing efforts hit the spot.
If you would like to talk more with us about the benefits of quality, strategic content, get in touch.