Your next newsletter really doesn’t have to end up in spam. Understanding why emails may land in spam folders can significantly improve deliverability. Knowing terms like DKIM, DMARC, and SPF is crucial for ensuring your email strategy’s success in reaching inboxes, not spam folders.
During my previous role, I was responsible for launching a newsletter. Initially, I encountered an array of new terms and concepts: DKIM, DMARC, SPF (which, by the way, has nothing to do with sunscreen).
To navigate these waters, I reached out to Al Iverson, an expert in email deliverability since the early days of the internet, to learn the essentials for avoiding the spam folder.
I caught up with Al last week to discuss several topics, including email deliverability, audience ownership, and the peculiarities of spam filters.
Unlocking Expert Insight
Understanding Al Iverson’s Expertise
Industry Research and Community Engagement Lead at Valimail, and Deliverability Consultant at Spam Resource
- Al’s Legacy: Pioneer in email deliverability with over a decade at Salesforce as the Director of Deliverability.
- Interesting Tidbit: Al once reprogrammed school Macs to play “Stayin’ Alive” for alerts instead of simple beeps. Those Macs couldn’t multitask, so the full song played!
Understanding Audience Engagement in Technical Terms
“Sometimes, strange filters block emails for odd reasons, like using the word ‘windmill,’” says Iverson. This emphasizes how unpredictable spam filters can be.
Al clarifies that while words like “Free!” might not doom your newsletter to spam, misconceptions around email deliverability persist. Truly understanding these nuances is crucial.
For example, Gmail seeks alignment between the subject line, sender info, and the email body. Avoid outdated tactics like beginning emails with “Re:,” which can trigger spam filters.
In essence, you should focus on both creating quality content and addressing technical aspects of email engagement.
Emphasizing Ownership of Your Audience
“Why is email cherished?” Iverson asks. “It’s an open platform, not confined by corporations like Instagram or TikTok.” While individual email platforms influence deliverability, the audience you build is uniquely yours.
Iverson notes the importance of technical prowess to maintain control over email channels. Sending from your own domain fosters both deliverability and brand identity over time.
Focusing on Engagement Over Numbers
Many marketers obsess over subscriber counts, but Iverson advises prioritizing engagement. “A massive subscriber list means little if engagement is low, leading to spam placement.”
Active engagement strengthens your reputation with email providers, increasing inbox deliverability. Effective strategies include managing subscriber lifecycles, segmenting audiences, and maintaining transparency.
Addressing Lingering Challenges
This Week’s Insight
What tool would you prioritize for your company’s growth over the next three years? —Ryan Atkinson, CEO, Spacebar Visuals
Expert Recommendation
Iverson: Invest in a deliverability testing platform like Inbox Monster. Understanding inbox placement is crucial, as this insight is not readily available in standard email marketing platforms. A specialized tool and its insights can guide you toward resolving and preventing deliverability issues.
Next Week’s Query
Iverson asks: What marketing practice should we leave behind, and what would you replace it with?
