Well! Bryan from @In the Inbox has already shared some great advise. I’d like to add my thoughts to that:
If your emails are going into the spam folder, you’re not alone. Mailbox providers like Gmail doesn’t care whether you’re doing emails for the first time or you’re a seasoned email marketer.
They only care about just 1 thing -
Great inbox experience for their customers (users who have accounts with them).
Keeping this in mind, keep your emails customer centric and deliver wanted emails which are personalised and relevant to your audience.
The simple thumb rule to stay away from spam folders: 3R Method
Right subscriber, Right Content, Right Time
Now, coming to your question, if your emails are landing into spam (assuming you are able to track inbox placement), and you’d like to fix it - follow this:
- Monitor the message ISPs like Gmail highlight in the spam folder, when you open any email that landed in spam folder. In other words, interpret what Gmail is telling you - Why your email is considered as spam? Makes sense.
- Monitor Postmaster to check your domain/IP reputation. If your reputation is high or medium, you are likely to inbox, and vice versa.
- There could be a possibility, users are receiving emails in inbox every time, but suddenly start to receive emails in their spam folders despite the fact nothing has been changed from the sender’s side. Every user is different and spam filters tend to adapt and improvise consistently basis each user behaviour.
- As @In the Inbox rightly said, start with the segmentation, target your most engaged audience with your most engaging content (because engagement is key to delivering emails in the inbox).
- Revisit your email acquisition sources and focus on list housekeeping methods.
- Stop mailing to your dormant and inactive subscribers and reach out to them from different channels like SMS or FB custom audiences.
- For unengaged users, implement a re-engagement strategy to re-activate your users who have lost interest in your emails, but under a controlled frequency. Refer to recent response on this thread -
Hope that helps you align your thought process and win back your deliverability and email health.
Regards,
Mohsin