There’s nothing more frustrating than crafting a cold email sequence and seeing all your messages end up in spam. To help you avoid this issue in the future, we’ll explain the common reasons why your emails might be landing in spam and how to fix them.
Why Are Your Emails Going to Spam?
When you send an email, providers like Google and Outlook use numerous factors to decide if it should go to the spam folder. These factors can include a poor domain reputation, spammy words, or excessive HTML.
Luckily, there are ways to diagnose and fix these issues to get your emails into the primary inbox. We’ll cover these causes in detail, ranking them from most to least important, so you can address the biggest problems first.
Let’s get started!
Have You Enabled SPF?
SPF, or Sender Policy Framework, is a security measure that helps email services verify that an email is sent from an authorized domain. It protects your domain’s reputation by preventing unauthorized parties from sending emails on your behalf.
Without SPF set up, email providers like Google and Microsoft might see your domain as less secure, increasing the risk of spoofing.
To ensure SPF is configured correctly, you should check your domain’s SPF records and make sure they are properly set up.
Have You Enabled DKIM?
DKIM, or DomainKeys Identified Mail, is another method for authenticating emails, similar to SPF.
It uses a pair of keys: a public key and a private key. When you send an email, the recipient’s email provider uses the public key to verify the email’s signature and authenticate it. Before setting up DKIM, check if your domain is already configured for it by testing it first.
Are You Sending Too Many Emails?
Email providers like Google and Microsoft monitor the volume of emails sent from specific addresses and domains.
Sending too many emails in a short period can trigger spam filters. If you’re sending thousands of emails daily, providers might flag your emails as spam. To avoid this, aim to keep your email volume under 150 per day as of 2023. Gradually increase your sending volume and follow the warming-up process outlined in step 4.
Are You Properly Warming Up Your Email?
If you’re sending cold emails, it’s crucial to warm up your email account first.
Email warming tools help by sending and receiving messages between your account and a list of test emails. This interaction signals to providers like Google and Microsoft that your emails are important, increasing the likelihood they land in the primary inbox instead of the spam or promotions folder.
If you haven’t set up email warming yet, we highly recommend doing so before starting your cold email campaigns. This will maximize the chances of your emails reaching the primary inbox.
Is Your Domain or Email Address New?
The age of your email address and domain significantly affects deliverability. Newly purchased domains or recently created email addresses are more likely to end up in the spam folder. This is because spammers often use new emails, so providers like Google and Microsoft might flag your new email as potential spam.
To improve deliverability, use an established domain and email address if possible. If that’s not an option, consider warming up your email for a few months before launching your campaigns.
Are You Reaching the Right Audience?
The success of your email campaign heavily depends on reaching the right audience. Even the best email content will fall flat if it’s not sent to the right people.
Building a high-quality list requires time and expertise. Experiment with different audiences to find the most effective one. If you need assistance, use our ideal customer profile mapper to help identify and test various audiences.
Is Your Email Using Too Much HTML?
Emails overloaded with HTML are often seen as marketing or promotional content. To improve the effectiveness of your cold email campaign, keep your emails and signatures simple and use plain text.
A flashy email signature might backfire by making your email look promotional to service providers. If you’re using tools like LeadLoft, check your email’s HTML code to ensure it’s clean and straightforward.
Are You Sending Too Many Follow-Ups?
Follow-ups are great for gently reminding prospects, but sending too many can backfire. If you overdo it, your emails may be flagged as spam. While some sources suggest sending up to 7 follow-ups, it’s better to limit your total emails to 3 in a campaign. Excessive follow-ups might boost response rates short-term but can harm your domain’s reputation and lead to your emails being marked as spam. Prioritize the long-term health of your domain over immediate response rates.
Is Your Email Too Lengthy?
It’s tempting to include a lengthy pitch in your cold email, but this can hurt your chances of landing in the primary inbox. Most people don’t enjoy reading long emails, so aim to keep your message brief. If your email goes beyond four sentences, it’s too long. Shorter emails are more likely to be read and get a response.
Does Your Email Include a Call to Action?
How recipients engage with your email affects its deliverability. If you’re sending many emails but getting few responses, Google and Microsoft might see this as a sign that your emails aren’t being well-received.
To boost engagement, include a clear call to action at the end of your email, such as “Interested in learning more?” or “Available to meet tomorrow at 3 PM PT?” A strong call to action can increase response rates and signal to email providers that your emails should land in the primary inbox.
Conclusion
Cold emailing effectively requires years of experience and experimentation. If you’re feeling overwhelmed, consider hiring an expert.
Otherwise, follow the steps in this article to improve your email deliverability and land in the primary inbox. If you have more questions, don’t hesitate to contact our team—we’re here to help!
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