Have you ever wondered why your emails go straight to the spam folder? In this Expert Insight Interview, Gary Chan discusses how to optimize emails to be as deliverable as possible. Gary Chan is Information Security Specialist and President at Alfizo, helping businesses to meet security compliance and improve their security awareness.
The interview discusses:
- Why is it hard to pass the spam filter?
- How to optimize email?
- Technical part
Why is it hard to pass the spam filter?
The easiest way to learn what is happening with your email is to set up an Outlook or Gmail account and send it out to that address. That way, you will see if your email comes through or gets filtered by spam. Computers are getting only smarter, especially with artificial intelligence categorizing emails. Thus, business people sometimes get labeled as spammers only because they do not know how to trick the technology. For example, spammers misspell words on purpose because a computer has a list of keywords used too often. Nobody knows the exact rules because the computer changes them all the time, and it looks at so many variables to determine whether the sender is legitimate.
How to optimize email?
The good thing to start with is to separate your marketing emails from transactional and personal ones because spam filters look for patterns. Thus, if you send mass marketing emails and then send a couple of personal ones from the same account, all of them might get suspicious as spam. Another trick is to put your physical address with your other contact information because it looks more valid that way. Some categories are crucial to understand and implement to optimize your email deliverability, and one of them is setting up configuring service.
When it comes to a technical set up, small business owners should look for expert’s help. An expert will make sure to do everything to increase the legitimacy of emails. There are some things that you can control on your own as configuration settings. That ensures that nobody uses your domain when sending emails. However, people get a CRM system and make the common mistake of just inserting an email address when signing up without configuring it first. Thus, the system’s chances to get filtered as spam increase.
Moreover, a thing you cannot control is, for instance, buying an email service from a company and using the same server as spammers. That would very likely make the computer categorize you as a spammer as well. Thus, it is best to ask for the expert’s help to prevent you from making little mistakes that might harm your email deliverability.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.