In the e-commerce industry, e-mails sent by users to spam are a real torment and a serious problem with regard to the efficiency of the company. What are the ways to deliver email messages to the largest possible group of recipients, bypassing the spam folder?
Spam along with ways to protect against it has a long history. The fact is that user awareness is increasing every year. Marketers must combat the phenomenon of spam on the network and, taking care of the quality of their own newsletters, influence the level of all global Internet communications.
Spam recognition is determined by the actual reactions of your recipients, and not by the frequency of communication or the creation itself. You will be considered a spammer if the level of complaints exceeds 0.2%: that is, when at least 2 out of 1000 recipients of your message mark it as spam.
Spam was "born" in the United States when, in 1978, Einar Stefferud invited up to 1,000 people to his birthday. The responses blocked the hard drives on their server. Then, two days later, the first newsletter was sent in the form of an advertisement for a mini-computer company Digital Equipment Corporation. Email recipients have been invited to submit these products.
After 10 years, Rob Noh turned to all Usenet users for financial assistance by sending an email called “HELP ME”. Thus, Usenet servers were first blocked after spamming on January 18, 1994. A student with a mental illness sent a message to several hundred thousand recipients: “A global warning for everyone: Jesus is coming soon.” However, the first commercial spam on a global scale was sent by law firm Laurence Canter and Martha Siegiel, for which it was punished for gaining access to mail by an Internet provider.
Every year, spam traffic is growing on the Internet. According to half of the spam respondents, this is all undesirable commercial information, and most recipients never read it and immediately delete it. Following this path, spam means unwanted and unnecessary emails.
Currently, consumers have a high knowledge of spam and how to protect it from it. To do this, they choose reliable browsers and apply additional filtering, which protects their mailboxes. Most of the polled users receive from 4 to 10 spam messages daily.
How to protect yourself in e-commerce from spam?
Are your transactional or advertising messages sent to the spam folder, offers or another folder, and not to the recipient's mailbox? Own e-commerce is a difficult task, and email delivery must be present in the market.
The larger the store, the larger the database. Remember to systematically clean your contacts database. Even 25% of emails do not reach the recipients: because people change email addresses or enter them incorrectly. If you want to make sure that your message has not received a spam label, check that your database is collected honestly and has all the consent. Let the user know what to subscribe to. Already at the stage of subscribing to the newsletter, tell him how often you can expect such letters and what they will contain.
Personalizing messages sent to your customers is another very good practice. This is mostly gender-specific personalized content. Each e-commerce site is visited by both women and men. Of course, depending on the assortment offered by the store, the gender proportions of the recipients are different. Having the name of your recipient in the database, you also have information about its field.
Database segmentation also plays an important role. Thanks to this, the right groups of recipients will receive messages addressed to them at the right time. This is worth using when comparing messages that should affect your conversion. Personalization in the online store is a great opportunity to increase sales in the online store.
How else to protect yourself from this unwanted spam folder? Automate your business and use the marketing automation platform. This allows you to adapt the communication, its content and frequency to the expectations of a particular user. Thanks to this, it ensures that your recipients receive exactly the messages that they expect, in accordance with their level of commitment, current product knowledge and interests.
Detailed analysis at the level of each individual message is an extremely important aspect of effective email sending. Thanks to regular analysis, you can quickly detect errors, optimize shipments and protect yourself from losing customers. Each subscription to the newsletter or contact form must be carried out using the double consent method so that accidental disinterested recipients cannot contact you.
What else is worth remembering in email marketing communications if you do not want the message to be marked as spam?
1. Spam test.
You must check for spam before each newsletter or advertisement. This will give you an approximate picture of whether the message contains elements typical of spam. The test will check the key elements of creation: graphics, text, html-design and the words used. Then you have a chance to increase creativity and avoid mistakes. Use reliable delivery programs. As a sender, this makes you more reliable.
Email providers also often use behavioral filters. The openness of your messages is checked. If most of your recipients delete messages without opening, and this happens for a long period of time, then the provider protecting other users will classify your messages as spam. That's why the quality of your communication and sharing of truly valuable content is so important.
Your recipient's email systems have various features and settings. Dividing your inbox into folders simplifies its use and makes it more streamlined. However, we will not hide the fact that some folders are visited by users more often than others. If they expect a newsletter, they will search for it in a folder with that name. A new function to test the receiving folder in the SARE system helps to evaluate which folder your message is likely to be attached to different mail domains. By checking the receiving folder, you will check which category in the receiving folder of the recipient your message will belong. Using this information, you will more effectively reach your recipients.
2. A very important link is the unsubscribe link.
A disgruntled user will not only delete your messages without opening it, but may even mark you as a spam sender. That is why a link to extract from the database should be in every marketing newsletter. A simple unsubscribe is one in which, with one click, without logging in or sending an email with a specific subject, you can permanently exclude sending and deleting from a given database. Recipients get nervous when they find the unsubscribe link in a message that they consider intrusive, unwanted, uninteresting. To cancel their presence in the sender’s database, they must take a number of additional steps that will further strengthen their bad opinion about your brand. Take care of user comfort. Remember to include the checkout link in the sent mailings.
3. Delivery optimizer - test.
Mailing optimization means checking the best hours, delivery days and creative items, which increases the openness and interest in your messages. And the better they match your recipients, the lower the likelihood that they will be considered garbage.
Optimal supply frequency is also important. Each marketer should conduct tests to determine the best time to ship. For this, a special tool is used - delivery optimizer.
4. Basic "hygiene".
One of the most important rules of email marketing in every e-commerce should be sending messages only to those users who have agreed to this. There should not be a place to send to acquired databases or communicate with people who asked to be removed from the database. Such emails will be classified by the recipients as spam.
Negligence in terms of database hygiene leads to inefficiencies in your supply. The basis here is writing to the database using the double consent method. Thanks to this, you will only contact interested users. The SAREscript function helps maintain database hygiene. It separates inactive addresses and helps differentiate user groups according to their activity.
This regular cleanup by re-segmenting your database allows you to reach customers according to their needs. If the contact opens your messages less often, you can find out the reason and adapt to the new expectations of the recipient.
5. Optimum delivery frequency.
Do you send emails once a week? Do not plan daily mailings because recipients will quickly "get tired" of your messages. Such actions by marketers are one of the most common reasons for unsubscribing. Poisoning is best done 2-4 times a month. However, it is recommended to test and analyze the frequency, since each industry is different and must be adapted to it.
6. Trusted distribution system.
The reason for blocking messages by email programs is the use of random programs to send or conduct partisan mailings. The use of reliable platforms increases trust in mail servers. Each message must also pass the appropriate tests, which indicate the percentage risk of spamming the group of e-mail messages.
The risk that your messages are considered spam also minimizes the use of ready-made templates. Developed by experts, they do not contain suspicious elements of "creativity". Email is the main form of registration automation and other purchasing processes in every e-commerce. A message that is sent to spam will probably not be noticed, and it is the same as if it had not been delivered at all. The reason for sending your messages to spam may be the presence of an IP address in the black list or sending from a public IP address through which someone else sent spam.
Local settings for many providers (especially for business) are key when it comes to delivering messages from outside. That's why it’s worth the habit of adding senders as safe and creating whitelists.
With your own dedicated servers, be sure to send marketing emails from servers other than transactional. This separation can “save” mail from spam or incorrect tabs in the recipient’s mailbox.
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