Email Marketing: Helpful Guide To ISP Inbox Delivery

Email Marketing

We’ve talk about blacklisting; I wanted to shell out some time investigating in email marketing where the rubber hits the road for email delivery: the ISP inbox.

Let’s be precise about this for consumer facing campaigns you can find 4 major ISP’s that manage virtually all consumer inboxes.

  1. MSN/Hotmail
  2. Yahoo Mail
  3. AIM Mail
  4. Gmail

What Does this Mean?

In email marketing it is an important step. Basically unless these mail platforms relays your message on the primary folder, your email campaign is a lot from optimized.

What Causes mail to get delivered to a bulk/spam Folder?

All of such ISP’s allow their users to report spam which has a “report spam” button. The ISP uses this feedback to make a profile on your mail. If users are reporting your mail as spam you’ll run into problems.

What Can I do to make sure I do not create ISP Spam complaints?

AOL recommends keeping spam complaints below 1-3 percent of traffic, determined by volume. This figure is exclusive to AOL’s user base; it’s too generous when applied like a general standard. Be at or below all the different one complaint per 6,000 to 8,000 messages, or 0.013 percent.

Minimize Complaints

Minimizing complaints always commences with practices accustomed to collect e-mail addresses. It should be obvious at this point sending unsolicited e-mail only gets you in danger. Mailing lists while using lowest complaint rates can be confirmed opt-in or properly managed single opt-in. If you have an excellent permission-based list but nonetheless find incoming complaints are more than the optimal rate or are rising, look at the following:

  • Brand your subject lines. Mail systems with spam complaint buttons offer it on the inbox level. A recipient needs only to scan subject lines and choose which messages to never delete immediately. A subject line such as “Exciting offers to suit your needs, Bob!” will really be marked as spam. Consider using your company or newsletter name in brackets on the beginning of your subject lines.
  • Consider including unsubscribe instructions at the top of your e-mail, in addition on the footer. Some users make use of the “report spam” button being an unsubscribe method and won’t scroll with an entire message to get that link.
  • Include instructions for users to white list your domain. This prevents a user-based filter from mistaking your message for spam and either diverting it to the spam folder or prefixing “[SPAM]” to the subject in the message.
  • Provide a preference update page. Disclose how your organization makes use of a subscriber’s e-mail addresses, and the way often. Allow subscribers to choose preferences about the opt-in form, and link from e-mail to a preference or profile update page.
  • Avoid spammy looking content. Try to never use garish, bold fonts; large, red letters, etc. Avoid images with poor compression quality. A clean, readable design just isn’t as likely being mistaken for spam.
  • Don’t over e-mail. If recipients expect to receive a few informational e-mail messages every month from your company, don’t suddenly start sending 2 or 3 each week.
  • Don’t send unexpected e-mail. If subscribers opted in to receive your “Trends & Tips” newsletter, don’t send them your hard-sell e-commerce messages, unless they clearly requested them.
  • Include opt-in information. If possible, put in more e-mail admin area information, such as the subscriber’s e-mail address, date of opt-in, and just how she potentially subscribed (product registration, white paper download form, sweepstakes entry, etc). With many subscribers receiving a large number of commercial e-mail messages daily, you can forget signing up on your newsletter — then to file a complaint.

What Can I do today to check my ISP deliverability?

We recommend you employ a service like EmailReach. Their trial is provided for free and lets you already know where you stand in about 5 minutes.

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