Email delivery still vexing marketers

Email marketing may have witnessed a recovery over recent months but deliverability is still posing a serious challenge to marketers; according to ReturnPath’s 2013 Email Intelligence report, 22% of opt-in emails are currently undelivered. But just as Google constantly adjusts its search algorithm to provide the best search results, digital marketing professionals should adapt their email campaigns to ensure that emails are not filed as spam.
There are several simple steps that digital marketers can follow when building and formatting marketing email campaigns to avoid the spam folder.
First, pay close attention to the content of marketing emails. Avoid spam trigger words common to commercial advertisements and promotions. In addition, avoid phishing phrases found in phishing attacks, which are designed to steal the recipient’s identity by getting them to click on a fraudulent link to a trusted site.
Secondly, the format of an email campaign can affect deliverability. For example, it is recommended that marketers include a plain text version when sending HTML newsletters. This is not only because HTML emails with no plain text are often sent to the spam folder, but also because the plain text ensures that all recipients can access the content. Finally, use well-formatted HTML that will display properly, no matter which type of device the recipient is using to view the message.
It is also good practice to send an email with a sensible balance between text and images. In general, it is preferable to send image-free emails. However, where images are unavoidable, remember that image-only emails will invariably be classified as spam. For every image used, it is best to include at least two lines of text.
Finally, take care when including attachments in marketing emails. Overly large attachments should be avoided, as should certain file types. Attachments such as .jpg, .gif, .png and.pdf are all considered safe to send. However, executable attachments, such as .exe, .zip, and .swf, should be avoided entirely. For larger attachments, or attachments that would usually be classified as spam, it is often better to use a service such as Dropbox or Box.
Improving the content and format of marketing emails is key to improving email deliverability rates. Given the important role emails play in any digital marketing campaign, avoiding the spam folder should be a top priority for any digital marketer.

Carly Brantz is director of inbound marketing at SendGrid