Reasons for a newsletter to be marked as spam

Abstract

Understand the factors that determine whether your newsletter is marked as spam.

If you maintain a clean list with subscribers who have opted-in to receive your newsletter, mostly you do not have to have any fear of having your email marketing efforts marked as spam. There are two factors that determine whether your campaigns end up in the spam folders of your recipient's email service:

  • Sender Reputation: Our platform is a hosted solution, which means that the campaigns you send out to your recipients are sent out using our own mail servers. A recipient's email client (for example, Gmail, Outlook, and so on) will review the sender address of your campaign before deciding whether to accept or reject the email. For this reason, it is important that you take advantage of the SPF and DKIM frameworks, with which our platform is fully compliant. These frameworks boost your sending reputation by letting the recipient's email client know that you are sending your campaigns using our servers. Because of the excellent server reputation and outstanding deliverability rates, you must make sure that you set up SPF and DKIM and take advantage of it.

  • Message Content: Once your newsletter passes through the scrutiny of your recipient's email client, its content will be subjected to special analyzing filters that determine where your messages go. To make sure the newsletter goes to the inbox and not the spam folder, make sure your content is relevant to what your subscribers expect and use the content analyzer to test the newsletter's content. 

If your newsletter is considered as spam this is the result of one of two kinds of bounces: soft and hard bounces:

  • Soft bounces: A soft bounce indicates that the email address of the campaign's recipient is indicates that the email address of the campaign's recipient is valid but temporary delivery issue prevented the campaign from actually being delivered. Our platform will try to resend the email that did not manage to reach the recipient's inbox four additional times before a hard bounce occurs. The most common reasons for a soft bounce to occur are:

    • the recipient has set an auto-reply mechanism

    • the email you are trying to send is too large

    • the recipient's mailbox is full and cannot receive more emails

    • the recipient's mail server is currently down or offline.

  • Hard bounces: A hard bounce indicates a permanent reason why an email cannot be delivered to a specific subscriber's email address. Hard bounced email addresses are automatically removed from your email list and transferred to the Bounced status category. The most common reasons why a hard bounce might occur are:

    • the recipient misspelled their email address while subscribing

    • the recipient has deleted, changed their email address or provided you with a false address

    • the recipient's mail server has blocked your server

High bounce rates affect your sender reputation and prevent you from achieving higher email delivery rates. You can reduce the number of bounces by implementing some key email deliverability best practices:

  • Keep your mailing list clean: Clean your mailing list regularly and delete non-responders and invalid addresses.

  • Use double opt-in: Have users confirm their email address to avoid having invalid recipients.

  • Monitor email delivery: Pay close attention to bounce rates as well as response rates to avoid potential damage before it happens.