There are a few tricks to remember about the content of your email, besides the mantra of "send something people want".
1. Personalize emails for each recipient.
- Ideally, the content should reflect the recipient's specific interests.
- Address them by name, our CRM has custom fields that you can define and use with your email templates to achieve detailed levels of personalization. In this article you can see how to personalise your communications.
2. It is best to send emails with mixed formats, for example, using both text and HTML or only using text.
- Sending HTML-only emails is not well received by ESPs.
- Remember that ESPs generally block images by default, so HTML content will not look very good unless users are proactive about enabling images.
- There are a few tools available for testing how your email will be processed in ESPs and browsers. Litmus offers one, as does Return Path.
3. Misspellings and "spammy" words (buy now! Free!) are big triggers for your mail ending up in spam, as are ALL CAPS AND EXCLAMATION SIGNS !!!!!!. In the following articles you can learn more about how to avoid spam filters and what are the spam trigger words.
4. The domains in the from, return-path, and message-id fields must match the domain you are sending from.
5. Be sure to use unsubscribe links in your emails. Many ESPs (especially Hotmail) pay attention to this, and if they are not there, it is likely to be filtered out.
6. Gmail pays special attention to the message ID and received headers.
- Message IDs that are formed incorrectly (no brackets <> and incorrect domain after @) can make Gmail think you are a spammer.
- The easiest way to create the correct message ID with Mailgun is to not include one. Mailgun will then create a perfect message ID for you.
7. Links must include the domain sending the email. Also, popular URL shorteners can be a bad idea because spammers use them frequently.
8. A/B test your emails to optimize recipient engagement. Subject lines are particularly important. You can use Mailgun's tracking and tagging statistics to measure A/B testing and improve your content. Read this article to find out how to create an A/B test.