In this article, we'll take a closer look at why your emails may be considered spam and how you can take steps to prevent this from happening. We'll look at technical aspects such as spam filters, the reputation of your IP address and domain name, as well as practical tips for writing and sending emails to ensure better deliverability. Learn how to protect your electronic communication and guard against spam for a more efficient and secure email experience.
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But what is spam?
Spam refers to a type of unsolicited, unwanted email sent en masse to a large number of recipients. They are generally sent with the aim of advertising products or services, promoting dubious or even malicious content, or fraudulently collecting personal information.
Here's a short video explaining the phenomenon 👇:
Characteristics of spam
Non-solicitation
Spam is sent without the prior consent of the recipients. The email addresses used are often obtained illegitimately or from pirated databases.
Unwanted content
Spam often contains commercial offers, promotions, dubious proposals, links to suspect websites or requests for personal information.
Mass mailing
Spam is usually sent to a large number of recipients simultaneously, often thousands or even millions of people.
Repeat
Spam can be repetitive, sent several times to the same email address.
Difficulty unsubscribing
In some cases, spam does not provide an unsubscribe link or makes this option difficult to find or use.
Spam can be a nuisance for users, as it clogs up inboxes, consumes storage space and can be a source of security and confidentiality concerns. Email service providers therefore implement spam filters to try to block these unwanted emails from reaching users' inboxes.
Spam filters
These anti-spam filters have become increasingly sophisticated to protect recipients' inboxes from unwanted mail. These filters analyse various aspects of your emails, such as content, headers and IP addresses, to determine whether they are considered spam. To get past spam filters, it's essential to understand how they work. You also need to adapt your strategy accordingly.
The main reasons why your e-mails end up in spam folders
The reputation of your IP address and domain name
Internet service providers and ISPs use the reputation of your IP address and domain name to assess the trust they can place in your emails. A poor reputation can result from mass spamming, complaints from recipients or suspicious activity. To maintain a good reputation, follow good emailing practices. In addition, regularly monitor the health of your IP address and domain name. This will ensure that your emails are delivered more effectively. It also increases the confidence of email providers.
The content of your email
Certain words or expressions used in the content of your email can trigger spam filters. Spammers often use suspicious terms to try to bypass these filters. So make sure you avoid using certain sensitive or risky words in your content. It is also important to provide relevant, high-quality content to arouse recipients' interest and avoid being considered as spam.
Technical problems
Technical problems, such as lack of DKIM (DomainKeys Identified Mail) configuration or incorrect configuration of your email server, can also affect the deliverability of your messages. Make sure you use the best technical practices recommended by marketers. Using good practices will optimise the delivery of your emails to the receiving servers.
The commitment of recipients
Email providers, such as Gmail and Outlook, also monitor recipients' engagement with your emails. If recipients frequently mark your emails as spam or don't open them, this can signal to spam filters that your content is irrelevant or unsolicited. Make sure you maintain a good relationship with your contacts by providing them with relevant emails and giving them the option of unsubscribing easily via a clearly visible unsubscribe link.
Advice to follow
To prevent your emails from ending up in spam, here are a few important tips to follow:
Obtain consent
Make sure you obtain prior consent from recipients before sending them emails. Use voluntary subscription lists where users explicitly sign up and give their consent to receive your messages.
Use an authenticated email address
Configure your email address correctly and use the SPF (Sender Policy Framework) protocol and DKIM (DomainKeys Identified Mail) to authenticate your identity as a legitimate sender. This helps reinforce the trust of email providers and prevents your emails from being considered as spam.
Avoid suspicious language
Avoid using words and phrases that are commonly associated with spam. Next, avoid extravagant terms, excessive capitalisation, false promises and misleading wording. Make sure the content of your emails is relevant, professional and ethical.
Personalise your emails
Avoid sending generic, impersonal emails. Use the recipient's name in the “To” field for a more personalised approach. Create targeted content tailored to the interests and needs of your recipients.
Avoid suspicious attachments
Attachments can be an indicator of spam. Avoid sending unsolicited or suspicious attachments, particularly executable files (.exe) or compressed files (.zip) which could be perceived as potentially dangerous.
Take care of technical deliverability
Make sure your email server is correctly configured and optimised for deliverability. Regularly check the health of your IP address and domain name, monitoring your reputation and taking steps to resolve any technical problems you identify.
Provide an unsubscribe link
Always include a clear and easily accessible unsubscribe link in your emails. This allows recipients to unsubscribe if they no longer wish to receive your messages. This can help prevent your emails from being marked as spam.
Follow good practice
Familiarise yourself with industry best practice when it comes to sending emails. Avoid buying lists of email addresses, spamming or breaching data protection regulations. Adhering to these best practices strengthens your credibility as a sender. What's more, it reduces the risk of being considered a spammer.
Need help or more information? Don't hesitate to contact iterates.
Conclusion
In this article, we explored the nature of spam - unsolicited, unwanted email sent en masse. Spam can cause annoyance and security problems, but by understanding its characteristics and adopting good practices, we can prevent our own emails from being considered as spam.
The fight against spam requires collaboration between users, marketers and email service providers. By taking steps to avoid spam, we are safeguarding the effectiveness of our communications and the security of our data.
Need to send your emails without having to worry about it? Rely on automation. Don't hesitate to read our previous article on the same subject: Automation: the perfect guide
