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Simple Ways to Ensure Your Marketing Emails Do Not End Up in the Spam Folder

Email marketing remains one of the best ways of reaching your customers. That said, it is very easy for the emails you send to not reach your customers if they are filtered out as spam. If your emails are not reaching and being opened by your customers, then you are wasting your time and money. Below, we will look at one of the most important things that affect the deliverability of your emails, your sender score, and what to do if it is too low.

The Sender Score


The sender score is simply a metric used by different email providers to determine if you are sending spam or if your emails are legit. Sender scores range from 0 to 100 and the closer your score is to 100, the higher the chance that your email will reach the intended parties. If you have a low score, keep reading for ways to improve it.

Check Your Sender Score

Most people do not know that they can find out their sender score. This should be the first thing you do if you suspect your emails are landing in people’s spam folders. There are lots of websites that will show your score with a bit of variance. Use at least three websites to check the score, and if it is too low, find ways to increase it.

Ensure Your IP Address Is in Good Standing

If a spam filter suspects that your IP address has been used to send spam in the past, your emails will likely get sent to the spam folder. When starting a new email marketing campaign, start by sending a small batch of emails. These emails should be addressed to people who are very engaged so that they open the emails. When they do, spam filters will see that your IP is reputable and will send your emails to your recipients’ inboxes.

Do Not Buy Email Addresses or Lists

Never buy email addresses for your mailing lists. These emails may have already received lots of marketing spam and your email is likely to end up in their spam folders.

The best way to build an email list is by using double opt-in or confirmed opt-in. This is where the user has to click on a link in an email sent to them after they opt in. If they end up on your list, then you know for sure that they are a legitimate user and not a dead email.

When you do this, you will get very few spam complaints, keeping in mind that spam complaints can tank your sender score.

Clean Your Mailing List

If there are lots of inactive or dead emails in your list, your bounce rate will likely be very high and this will wreak havoc on your sender score. So, every few months, go through your mailing list and remove users who have not opened your emails in that timeframe.

In addition to taking your sender score, a high bounce rate can trigger spam filters to block emails from your IP address.

Every business should aim for high deliverability and open rates on every email they send. If you see that your engagement or open rate is low, your sender score might be too low. The tips above should help rectify the situation.

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