E-mail and deliverability: don’t forget to check your spam score


As an e-mail marketer, you do everything you can to get your e-mails right.

Appealing content, good HTML, clean e-mail lists, personalization and targeting, you name it. By looking into every aspect of our e-mail campaigns we improve relevance and interaction. And we try to optimize conversion while maintaining a high quality level and cross-channel brand consistency.

However, sometimes marketers are under pressure to get short-term results and realize their marketing goals. The result is often that we tend to forget important basics because we want those e-mails out fast.

Although a lack of time and resources or increased performance pressure can be a real challenge, just a few e-mails that are sent while skipping some basic but important steps, can lead to negative results, among others regarding deliverability.

The need for personalized interactions in a multi-channel world

Now that it's increasingly harder to reach the inbox in a cross-channel world with more demanding customers and evolving spam filtering methods and especially with the need for more relevant and personalized interactions, possible deliverability issues should not be forgotten. Even if we are in a rush or under pressure.

In the coming days and weeks, you'll find a series of posts on deliverability issues and tips to first of all get your e-mails in the inbox and, next, get them opened, the first step in every e-mail marketing conversion path. Note, by the way, that there is a growing link between sender reputation, deliverability and interactions with e-mails. So, blasting a message, even in rush moments, should really be avoided.

Spam scoring and the "Acceptable Use Policy"

There are dozens of deliverability tips, each focusing on other aspects of your e-mail campaigns. Once you get your e-mails right, lists cleaned and are ready to go, it's just a matter of clicking the "send" button. Or not? One of the most often overlooked checks prior to sending an e-mail is running a spam scoring test.

As you probably know, ISPs have defined a so-called "Acceptable Use Policy" or AUP with algorithms with rules that allow them to check if an e-mail is spam or not (and every possible degree in between).

These algorithms take into account various elements and levels including DNS settings, physical parameters, external blacklists, the text, list quality, IP reputation, sender address, the number of so-called false positives, performance and much more.

Avoid being blacklisted or missing the inbox: test your spam score

As a marketer, you probably don't want to know all these technical issues. In the end, that's one of the reasons you have a partner. You want to know how you can optimize and personalize your mails. And of course you want to be able to check how your e-mails will be doing before you hit the send button. That's where so-called spam scores come in.

Using the various tools that are built in to Selligent Interactive Marketing, it is easily possible to check if an e-mail will be considered as spam. That way you do not only see the spam score but also are able to display all bad practices.
The only thing that needs to happen is that you do it and implement the necessary changes prior to sending.

It's fast and it has important consequences: you avoid the risks of being blacklisted or not seeing your e-mails delivered. So it's certainly important not to forget it when in a rush.

Find out more about Selligent's e-mail marketing features here.

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