As an email marketer, you most likely believe that spam is solely delivered by unscrupulous fraudsters attempting to prey on unsuspecting people. That, however, is not the case. Even reputable email marketers’ communications might wind up in the spam bin.

The fact is that there is more spam than you realize. The graph below depicts the worldwide spam volume from 2014 to 2018. Spam was at its peak in April of 2014. 71 percent of emails were classified as spam. Spam accounted for 48% of emails in April 2018, which is much less than four years ago, but it still implies that half of all emails will not appear in an inbox.

So, what causes an email to be sent to the spam bin instead of the inbox? There are several elements at work, however there are certain frequent causes of email exile. Here are the top six reasons your emails end up in spam, as well as strategies to enhance your deliverability:

1. Unauthorized email transmission
   One of the biggest reasons your emails get to spam is since you send them to individuals without their consent. You require explicit authorization, which indicates the subscriber requested for your emails freely.

That implies you can’t send emails to individuals who offer you their business card at a trade event since they didn’t explicitly grant you permission. The same is true for purchasing a list.

Purchasing a contact list may seem appealing, particularly if you’re just starting out, but it’s a horrible idea. Contacts you paid for don’t know you or your company and haven’t given permission to receive your communications.

Furthermore, sending emails without permission breaches GDPR, a newly enacted legislation that demands explicit and apparent consent.

The bottom line is that sending emails without authorization is a disaster.

Start a double opt-in procedure as a solution.
Get permission twice to ensure your emails get securely in a subscriber’s mailbox. Setting up a double opt-in procedure allows subscribers to join your list willingly and then get an email asking them to confirm their choice, as this email from Early Bird Books does:

Why are there two steps? Doubt is eliminated with double opt-in.

If a subscriber fills out a form on your website to get your newsletter and confirms their purpose by clicking a link in a follow-up email, he or she clearly wants your communications.

There is no need for a duplicate opt-in. You’re protected as long as the subscriber has provided approval.

Adding an additional layer, on the other hand, is a good decision. You can not only be certain that clients are interested in your offering, but you can also categorize your contacts based on their opt-in commitment (single or double) and promote to each group differently.

2. Subscribers flag your email as spam.
   Subscribers have the option to report your email as spam. Originally intended to provide customers the ability to report fake emails or scams, this reporting method is being used more regularly by consumers.

When customers get an email that they do not want or recall signing up for, they will now report it as spam. Thirty-four percent of customers have reported an email as spam in order to cope with their overflowing inbox.

It’s not quite fair, particularly because subscribers have the option of unsubscribing rather than reporting you, yet it occurs.

Complaints might also harm your reputation. If you file too many emails, they will always skip the inbox and end up in the spam folder.

Solution: Segmentation and personalization
Segment your contacts into distinct groups and send customised emails to each to avoid subscribers labeling your email as spam.

What difference does that make? Subscribers don’t want their mailbox clogged, and segmentation means you’ll likely send fewer, more focused emails. Subscribers are instantly happy.

Furthermore, segmented emails target certain niches. For example, if you segment your audience based on previous purchases, you may send emails recommending comparable goods. The email is relevant, and subscribers will open it, click on it, and convert.

Subscribers who are engaged with your email will not consider reporting you.

3. Using misleading subject lines
   Creating a compelling subject line captures attention and motivates readers to open your emails. However, false subject lines are another reason your emails are sent to spam.

Given the volume of communications that customers are bombarded with on a daily basis, marketers must boost their game. Creating eye-catching subject lines is essential, but some marketers go too far.

Here’s a sample of subject lines from a typical spam folder. Several of them confirm purchases, although the subscriber never made a purchase from the business, while others make unrealistic financial promises:

Solution: Be truthful.
You may be honest while creating enticing subject lines. To grab the attention (and action) you want, you may utilize comedy, tease a freebie within, or customize the subject line.

Keep in mind that your emails are an extension of your firm. Customers are discouraged by deceptive messaging.

4. A high proportion of’spam words’
   When you send an email, a spam filter examines it to determine if it should be sent to the inbox or the spam bin. Consider a spam filter to be a “truth bot” that verifies the integrity of your email. Because the bot cannot read and interpret email like a person, it is programmed to recognize particular terms often used by spammers.

If a large number of “spammy terms” are discovered, you got it, this is one of the reasons your emails are routed to spam.

Solution: Avoid using spam words.
Which terms are deemed spammy? Excellent question. You may find a list of spam terms here. However, the list is constantly expanding to keep up with spammers’ evolving strategies.

The majority of the words are about offers that seem too good to be true or unattainable promises. The phrases “free money,” “easy investment,” and “get additional income,” for example, are all red flags for spam filters.

Just be truthful, and you should be OK.

Fortunately, if you use an email service provider like Emma, you’ll also have access to a spam checker, which checks for anything that a spam filter may label as spam. Emma’s spam checker examines your email’s content, language, file sizes, and the reputation of any links you’ve supplied.

To increase the odds of delivery, utilize the spam checker before sending an email.

5. Your communication has several misspellings and grammatical faults.
   Spammers who aren’t native English speakers may struggle with correct spelling and grammar. Any spam filter will identify an email that has misspelled words, out-of-place punctuation, or terms that aren’t often used in normal dialogue.

Solution: Proofread your mails and apply accuracy checking tools.
Everyone makes errors, whether they speak English or not. It just takes a few glitches for a spam filter to reject your email.

Spend some time proofreading your email. Start with the last sentence and work your way up. You’ll push your brain to read what’s written if the words are taken out of context.

Furthermore, there are various technologies that can go beyond a simple spell check. Grammarly, for example, may detect misspellings and grammatical problems, while the Hemingway Editor examines your content in more detail and flags run-on sentences and passive voice.

Before you send an email, run your text with these tools.

6. There is no way to unsubscribe.
   Subscribers should always be able to unsubscribe from your list. If a subscriber wishes to discontinue their email contact with you, they may do so at any time. Actually, it’s the law. According to the CAN-SPAM Act, every email must have an unsubscribe link. It must be straightforward to locate and opt out.

Another reason your emails end up in spam is a lack of an unsubscribe button.

Add an unsubscribe link as a solution.
The answer is straightforward. You must provide an unsubscribe link. Most links are found at the bottom of an email, such as this:

An unsubscribe link is automatically included if you use an email service provider like Emma. If a subscriber decides to unsubscribe, Emma removes him or her from your list. It’s straightforward.

Wrap up
Spam’s definition has evolved. Spam is no longer defined as fraudulent emails sent by unsavoury characters; spam is instead defined as any undesired email. Understanding why your emails go to spam allows you to make essential changes such as obtaining permission, delivering targeted emails, being honest, and sending error-free communications every time.