How to Get Your K12 Emails Delivered to The Inbox

10/19/2020
The K12 Marketplace, Email, Marketing
How to Get Your K12 Emails Delivered to The Inbox

How to Get Your K12 Emails Delivered to The Inbox

Anti-spam filters are the strongest barrier that separates your email marketing campaigns from the recipients' inbox.  The delivery rate (deliverability) of the emails in the recipients' inbox is an aspect of vital importance and that tends to worry email marketers, often unaware of what these guardians are and how they work.

There are no magic formulas or ways to ensure that the messages will meet the first objective sought (that they reach the inbox), but there are good practices and useful tips that can help you in this mission and improve your K12 email marketing.

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What parties are involved in the process of sending and receiving email?

  • Email Service Provider (ESP): these are platforms that offer email marketing services and deliveries of mass email campaigns.
  • Internet Service Provider (ISP): companies that provide Internet connectivity and usually manage their clients ' domains, hosting and email accounts.
  • Web-based Email Service (WES): email services with web interfaces, such as Gmail, Yahoo Mail and Hotmail.

What objectives are pursued?

It is possible to distinguish two great goals.

  • That your campaigns reach the recipients' inbox.
  • Avoid by all possible means that recipients qualify your emails as spam. Keep in mind that with just a few complaints (two or three), an ISP can filter your campaigns.

Anti-spam filters

What are they?

These are the different techniques that ISPs and WESs use to try to prevent junk or unwanted mail from reaching the inbox. Each one can have one or more spam auditors because each one specializes in the analysis of different criteria and parameters.

How do they work?

Anti-spam filters are governed by a series of algorithms that combine various technical and content criteria. Each fault or anomaly detected is assigned a relative weight or value, and the sum of these scores will determine whether or not an email is considered spam.

The values ​​are not the same for each filter, so it is likely that the same email reaches the inbox of one recipient successfully and not with others.

Technical factors

Black lists: the filters store the data of the email addresses, IP’s and domains, whose submissions are rejected because they are not considered trustworthy, in these contact databases.

AdviceTo reduce the chances of an IP address being blacklisted, it is essential to have the approval of the recipients to receive the emails.
For this, a very useful tool is the double opt-in form. When the user, for example, subscribes to a list through a web form, they will receive an email asking them to confirm this action. Thus, in addition to not having rebounds, you will ensure that the recipients do not file complaints, since they gave their OK to receive the emails.

Server reputation: choosing an email marketing provider which has the best infrastructure and an impeccable track record, is key and one of the most important factors.

Activity history: Filters evaluate the history of shipments from each sender and consider multiple data (such as frequency, speed, and penalties) to establish whether the email is valid or not.

Volume and speed of shipments: a campaign sent to a too large base and at high speed can be considered as spam, as can the number of emails sent repeatedly to the same domain or recipient.

Sender legitimation: another very important point to pass the rigorous analysis of the filters. It is used to verify that the email has been sent by the person who claims to be the sender. There are three standards accepted by the majority: SenderID, DKIM, and SPF. One or a combination of several is used to verify identity.

Advice: Create an email address using your brand or business name as a domain and also ask subscribers to add it to their contact list. In this way, the filters will identify the shipments as valid.

Attachment: the inclusion of attached files can affect the rating of the email before the filters.

HTML code: The use of HTML code is well seen and has a very good evaluation, but it must have a clean development and be well built. Avoid including malicious, erroneous or unwarranted code.

The content factors

Writing: it is advisable to use a plain and simple writing criterion, without excessive use of capital letters or too many punctuation marks.

Word list: when words like Free, Free, Promotions and Discount appear in the body or subject of the email, the filter can be activated and identify it as spam. Avoid using those terms!

Balance between text and images: the relationship between text and images in the campaign should be even or, if possible, have more text. The problem would arise in the reverse case, if photographs and images predominate.

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