That darn Promotions inboxâŚ
Or worse, the dreaded Spam folder. đ
We know you donât want your emails to end up there (and neither do we, TBH).
So letâs cover some tips to help you hit that Primary Inbox like a champ.
But first⌠a heads up.
No one really knows all the secrets behind reaching the Inbox 100% of the time. Gmail, for example, is highly variable; your message could go to the Primary Inbox for one user and Spam for another. Itâs not black and white.
However, one thing is clear: if youâre sending emails that people donât want to read, youâre probably gonna end up in Spam. No way around it. đ¤ˇ
Additionally, if you donât have the basic tech stuff in place â like a solid sender/domain reputation, custom authentication with DKIM/SPF/BIMI, and a good ESP â these tips may only get you so far.
assuming youâve got all that taken care of, here are some straightforward ways to improve your email deliverability. đ
1ď¸âŁ Optimize for engagement.
One of the best ways to improve your email deliverability is to send emails that prompt engagement. When a user opens, clicks â and even better, replies to â your email, it sends a clear signal to ISPs that people like getting your messages.
Youâre probably familiar with best practices for optimizing for opens and clicks, but what about replies? đ¤
Here are some ways to elicit a response to your email, which can do wonders for deliverability:
- Offer something valuable in exchange for a reply (best option).
- Ask a question in your email and prompt your reader to reply.
- Have the reader confirm they got your email or a download with a reply.
𦸠Pro Tip: Having high engagement early on in your Welcome Emails is the best way to ensure the rest of your emails end up in the Inbox.
2ď¸âŁ Get whitelisted.
Another way to get fast-tracked to the Inbox is to ask users to whitelist you, or add you as a contact (instructions vary for email providers). This tells providers that youâre essentially a VIP and shouldnât be sent to Spam.
3ď¸âŁ Ask for a manual move.
You can also suggest that users drag your email to the Primary Inbox from Promotions or Spam, which will make it more likely that your next few messages end up there. (And if they like your emails, theyâll probably do it.)
A nice little Gmail shortcut is to âstarâ the email, which automatically moves it to Primary. â
Heads up: these strategies may not keep you in the Inbox indefinitely, so you might need to include reminders once in a while.
4ď¸âŁ Avoid âtriggerâ words and phrases (especially in the subject line).
While this isnât a sure bet, thereâs a theory that certain words, phrases, and tendencies trigger providers to send your email to Spam. This is especially true when it comes to your subject line, although the body of the email applies as well.
Spammy triggers to avoid:
- ALL CAPS LIKE HOW YOUR MOTHER IN LAW WRITES
- Excessive and unnecessary use of punctuation (!!!) or special characters ($@!#)
- The words âfree,â âurgent action,â âXXXâ and many more
- âRE:â or âFWDâ in the subject line of an original email
In other words: If it looks like Spam, and it quacks like Spam⌠well đ¤ˇ
If youâre struggling to get your emails out of the promotions box, tune into DTC 143 for part 2!