According to statistics and the web trend, Gmail has no doubt become the most widely used email service in the world. When sending mass emails, a large portion of emails go to Gmail.

Therefore, it is important for every email marketer to know the basic spam filtering rules of Gmail and how to avoid them. By following some best practices can significantly increase your email deliverability.

Here are four types of emails that Gmail would very likely consider as spams:

1. Phishing scams

Some spammers try to get your bank account password or credit card information through emails.

What you should do: Email marketers usually won't fall into this trap, as long as you are sending legitimate marketing or sales related emails.

2. Unknown sender

Some spammers can fake messages as if they were from a trustful website or company. But these messages do not have correct authentication information. Gmail may put these mails into junk mail box.

What you should do: If you send mass emails through a third-party email marketing software, make sure you set up SPF record or DKIM correctly.

3. Messages previously considered as spams

If your recipients consider your emails as spam for several times, very likely, all your future emails will fall into their spam folders forever. It may also affect your domain reputation.

What you should do: Always provide an easy channel for your recipients to unsubscribe from your list if they do not like your emails. An alternative method is to get your recipients to add you into their contact list. This way, even if you made a mistake in using too many spam sensitive keywords or invalid authentication info, your emails would still arrive safely in your recipients' inbox.

4. Similar to other spams

Gmail learns from user behaviors about the characteristics of spams. So Gmail is always updating its own algorithm in detecting spams.

What you should do: Subscribe various email newsletters from well-known companies. Learn from those emails that you see in your inbox. Those companies are always updating themselves and follow the email marketing best practices. They will teach you what a healthy and professional email should look like.

Feel free to read the original post from Google and share your thoughts below: http://support.google.com/mail/bin/answer.py?hl=en&ctx=mail&answer=1366858

Once your email reaches your customers' email inbox safely, 2 factors are critical for the open rate of your email marketing campaign:

1. Sender's Name: Do your recipients know you? Emails with a known sender would be much more likely to be opened. When customers signed up your email newsletter, have you made it clearly that from whom they were expecting to get an email?

2. Email Subject: If you were the customers, would you open it? Is it easy to understand? Is it attractive enough? It works much better if you could customize the email subject to each of your recipient. It makes people feel respected.

Go ahead and make changes, and you'll see your email campaign open rate improve!


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