Incorrect spam filter classification can affect your email open and click-through rates significantly – some reports say by as much as 20%. To minimize such problems, here are a few steps you can take:
- Send only to people who have opted in to receive emails from you. The best deliverability occurs with a double opt-in system. This requires that subscribers respond to a message from you confirming their desire to receive your future emails.
- Suggest that your subscribers add you to their address book.
- Many email services allow you to run your email through their spam checker to flag any problem wording that might trigger a spam filter.
- Remove any email addresses that bounce repeatedly, even if they were once valid addresses. Repeatedly sending email to problem addresses suggests the behavior of a spammer, and may reduce your deliverability.
- Use a reputable email service provider (ESP). One important consideration in choosing an ESP is their deliverability rate, which indicates they’ve worked hard to maintain relationships with Internet Service Providers.