An important factor that we must be aware of in this process is the existence of ISPs , which are defined as email providers (for accounts such as Gmail, Hotmail, Yahoo, etc.) that seek to protect users subscribed to their email, so that what is not defined or understood as quality content is prevented from reaching the user.
Therefore, we could say that ISPs are responsible for "deciding" whether a campaign is received in a user's email inbox or, on the contrary, should go directly to the user's spam folder .
In the past, brands had certain “shortcuts” that allowed them to ensure email deliverability, but today, algorithms are so advanced and have evolved so much that it is practically impossible to “trick” them.
That said, there are several extremely important factors that determine the direction that any brand's campaigns will take on this path, and two of the most important are -without a doubt- the reputation of the brand and the server from which the Emailing campaign is sent . Both of these tasks should be in the sights of the Digital Marketing Manager of the company in question.
However, regardless of the above points, brands can also apply a series of tips to their content, which will allow them to improve their deliveries and avoid, as far as possible, that spam folder that is so feared by any brand (and which, obviously, is not surprising, since it will mean having wasted time in sending).
Keep your email list in perfect condition and avoid wasting resources
Tips to improve the deliverability of your newsletter
1.- Take care and be aware of your database subscription process
It is important that there are never any coo email list errors in the subscription process that your user follows in order to subscribe to your brand. But, regardless of that, we recommend that on your website, where the user subscribes to your newsletter, they not only add their email account, and that's it; but that you also ask them to go through a double verification process.
For example, by leaving their email address and then verifying it by clicking on a link that you send to their email. This way, you can ensure that your users are real and, most importantly, that they are quality users who are truly interested in your brand (and, therefore, do not mind verifying that, in fact, they are the ones who have requested to join your community).
2.- Clean and sanitize your database constantly and routinely
This is something we have talked to you about on many occasions, but its importance is such that we do not mind reminding you once again. It is therefore necessary that you regularly dedicate time to cleaning and sanitizing your database , in order - above all - to eliminate from it those email accounts that have stopped interacting with your brand or that have been disabled for a long period of time.
“Why?” you might ask. Well… it’s simply absurd to keep sending content to a user who either doesn’t exist or has stopped using that email account. You’ll only waste time and money, and give ISPs one more reason to consider that your content isn’t valid or of sufficient quality to reach their customers.
In any case, we recommend you click here and visit our key article on cleaning databases in any brand, adopting all the tips you can to improve in this aspect.
Another experiment for your SEO strategy: Facebook searches from Google on Android
3.- Always offer your users relevant content in your emails
You already know this by heart, right? Good, We are glad.
Because, as you know, digital users are becoming more demanding with brands every day. In other words, they have long since ceased to be passive users who receive information and advertising from brands without complaining, but now they themselves filter and are much stricter with them.
We therefore recommend that you put yourself in your user's shoes and ask yourself if what you are offering them is truly what you could define as quality content that provides value and entertains them. If the answer is "no", you should not waste another moment changing your content strategy.
4.- Ask them to add you to their email address list
When a user includes you in their mailing list, in a nutshell, it means that they are telling the ISP provider that they know you, that they know who you are and what you are offering them, and that they like it . They want to keep it that way. Therefore, this should be one of the fundamental priorities of any brand, since -among other things- it brutally increases the reputation of any business.
Sometimes, it is common for brands to allude to this by using the preheader line that exists in emails sent through Email Marketing.
5.- Study, analyze and research what the user demands from your brand
Without a doubt, we cannot forget how necessary it is for brands to carry out actions that allow them to interact with their customers in order to obtain relevant information about what is of most interest and that generates the most value for them. Only in this way can we use this information to extract key content that captures the user's attention (and that, obviously, makes it much easier for them to include you on their mailing list).
