This is a harsh reality that a number of businesses are dealing with. No matter how good of a marketer you are, there are a number of factors that can cause your emails to fall prey to the spam filter.
1. Never purchase an email list.
On the same note, never rent an email list either (yes, you can actually do that). This is never an effective email marketing tactic as these people don't actually know you, so why would they ever open an email from you? This is one of the fastest ways to be marked as spam.
2. Don't email people that have bounced before.
Did you know that your email bounce rate is one of the leading KPIs that internet service providers use to determine how legitimate your reputation is? So, if you don't remove email addresses that have bounced before from your contact list, your bounce rate may land your emails in the spam folder.
3. Never use all caps in your subject line or in your email.
Not only is this rude, but it's also code for spam.
4. Don't overuse exclamation points.
Over-punctuating your emails and subject lines with exclamation points is unprofessional and a huge turn-off to your recipients.
Most email clients don't allow this rich media to be viewed or function, so just avoid using them altogether with email marketing.
6. Don't include attachments in emails.
Including attachments will typically cause your email to go to the spam folder. Instead, take advantage of a CTA button to link your recipients to the content. This will minimize the chance of your email being coded as spam and will increase the load speed.
7. Avoid using spam trigger words in your subject line.
Examples of such words include "free," guarantee," "no obligation," and so on.
8. Never use red font in your emails.
The same could be said for using invisible fonts too (for example, a white font on a white background). Spam filters are on the lookout out for these tricks.
9. Always spell check before hitting send.
Spelling and grammatical errors in marketing emails are unprofessional and will cause most recipients to send these emails to spam.
10. Don't overstuff email copy with keywords.
There's a reason why Google gives a lower ranking to webpages that are stuffed with keywords. Write content that appeals to people, not search engines.
11. Limit the number of images used in your emails.
The more images you use, the longer it will take for your email to load. And, if you use too many images, your email will likely end up in recipients' spam folders.
12. Take advantage of double opt-in.
This means that when someone signs up to receive your emails, you send them a follow-up email to confirm that they want to receive communications from you. This will help to get your emails in front of a more qualified audience that will fully read and engage with your emails.
Email marketing still continues to be one of the most effective ways to reach your audience. Take advantage of these best practices to help ensure that your subscribers are actually getting the opportunity to read your emails.