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How to send millions of emails without ending up in your Spam folder
Hello. Today I want to talk to you about a thorn in many marketers called "Spam". In this article, I tell you how to do mailings correctly and not to become a spammer by accident. Enjoy reading.
There are 122 million email spam messages sent worldwide every day - that's 85% of the world's email traffic. The scale is impressive and upsetting. Nobody likes spam, especially mailing services. Therefore, many systems are waging a war on spam, but bona fide companies can also fall under their sanctions. How to prevent such injustice?
What is spam
Spam - unsolicited mailing by e-mail or other sources: by SMS, in messages on social networks. Spammers do such mailings without the recipient's consent to a large number of users. Usually, letters offer goods or services of dubious quality.
How spam appeared
In the 1940s, the word spam had no negative connotation. SPAM is the trademark name for canned food by the Hormel Foods Corporation, which made them for the meat rations of soldiers during World War II. After the war, a lot of products remained, and they had to be sold before the end of the shelf life. So canned food appeared in advertisements that were everywhere. The product was aggressively imposed on people.
When "garbage" mass mailings appeared on the network, they began to be labeled with the word "spam". In the beginning, this method could be effective, but now spam messages are annoying, people stop noticing them in a large flow of information. But the spam market is not losing momentum.
Spam has penetrated almost all communication media. Spam added to email:
Automation has speeded up the sending of spam and increased it significantly. A spam bot can replace a person, for example, when spamming on social networks. The user will think that they are communicating with a real person. However, bots are "not very smart", you can break their logic with an unexpected answer.
Spam ads are regular marketing emails that are sent to the contact base.
Fake messages are letters from ordinary people who can tell their tragic story and ask for money, or promise to give a large amount just like that.
Phishing - emails are disguised as well-known brands. In this case, the address contains fake mail, which the end user does not see. And he understands that he was deceived after following the link. The goal is to obtain personal and confidential data. A link from such a letter leads to a fake site where the user leaves his full name, passwords, bank card numbers and other data.
Mailing lists with malware - letters with viruses that get to the user's computer when he clicks on the link in the letter.
Why users receive spam
The reason for spam in email is data that fell into the wrong hands. How spammers get user addresses:
What are the spammers
Both professionals and random people, for example, inexperienced marketers of companies, can spam. Spammers are divided into:
How to avoid spam emails
The spam folder for your letter is a sentence. Why? The client will not know about you, the consequences can be more serious: domain disconnection, lawsuits and fines.
To find out why emails end up in spam, you need to evaluate many factors:
Let's analyze each point.
When consent is not needed for the newsletter
Such cases are also spelled out in the laws. It is not necessary to obtain user consent if the newsletter:
How not to break the law
Create a subscription form with consent to the newsletter and provide the user with the following documents on the site:
Domain reputation
The reputation of a mailing source depends on: the presence of an IP address and domain in blacklists, the quality of the database, the presence of authentication, unread emails and the percentage of clicks, complaints about spam, and the intensity of mailings.
Base quality
“Bad” addresses in the database also affect mailing, so you need to observe mail hygiene: clean duplicates and inactive addresses.
What problems with the base can be:
The address was not validated. The user left an inactive or incorrect email.
The base was not used immediately - then the contacts become obsolete. This happens when a company collects a database for a long time in different ways, but does not send out the mailing immediately. For example, it is waiting for a certain number of users.
Errors in the database
The lists of addresses may contain those that have been unsubscribed, but the mailing continues for them. The risk of receiving spam complaints from such contacts increases, in the worst case, you can get a lawsuit.
Spam traps in the database
These are robotic addresses that check all incoming mail. DOI (Double Opt-In - confirmation of the address by clicking on the link from the mail) does not work on such mailboxes. If a newsletter arrives at this address without consent, the service may consider it spam. Spam traps are sometimes converted from abandoned addresses of users who have not logged into their account for a long time, or the service has blocked them. Another type of spam trap is a specially created one. If there are many such addresses in the database, the sender's reputation deteriorates.
Spam complaints
People complain even when they initially agreed. What could be the reasons for complaints:
User behavior
Mailing services count how often users open emails, click on links inside. The fewer clicks, the more likely you are to be spammed with subsequent mailings.
Registration of mailings
The service may block mailing lists due to invalid HTML structure. It is forbidden to use elements: JavaScript, VBScript, Frames, IFrames ActiveX, Java applets, connection from sites via CSS or Meta Refresh and others. Also, services do not accept all links after shortening in special tools.
Intensity and volume of mailing
Services love predictable behavior. Sharp increases in mailing and irregular mailing are signs of spam.
Blacklists
There are private and public. Private ones collect information inside the service, and public ones from different sources. The IP address and domain can get there for:
Therefore, it is important to check if you are on the blacklists. For example, the reputation of a document can be viewed through Postmaster Tools.
How to maintain your reputation
Technical settings and email architecture
All mailing services support the same standards for spam protection. There are technical headers on the servers from which the newsletter is sent. This is where data about the message is placed, which determines the reliability of the mailing source.
What parameters should be in the "correct" letter:
RFC (Request for Comments) is a document that contains technical specifications and standards.
DNS (rDNS and PTR records) - all servers from which the mailing is sent must have valid DNS records. No auto-generated rDNS and PTR records. If reverse DNS is not specified, then the mail service will not pass such a mailing.
IP addresses (WHOIS) cannot hide IP address data in WHOIS. It is especially important when the hoster has been hacked and spam is sent from your IP. If there is no data about you, then the service cannot inform you about the problem and will simply block all mailings.
Proxy and Relay are protection against spamming on your behalf. The server does not have to be with an open Proxy server or an open Relay. Then anonymous and unauthorized users will not get to it.
DKIM (DomainKey Identified Mail) is a digital signature protocol that determines whether the sender is eligible for mailing. The postal provider identifies it through a special key.
SPF (Sender Policy Framework) is a record that will show from which domains and / or IP the mail will come. This setting must be in all DNS, otherwise the mail service will send a spam letter or warn of a threat.
FBL (FeedBack Lookup) is a standard that displays information about spam complaints. Each sender of letters with FBL can find out which user and which letter has complained about.
List-Unsubscribe setting the address or URL for unsubscribing - the user can unsubscribe and not even open the letter.
DMARC policies are standards that help domain owners set rules for their mail services. Using them, the postal provider will know what to do with letters that were sent from the owner's domain, but they did not pass authentication. This will protect against DKIM forgery and the use of services where you can simply put someone else's domain. DMARC also helps control technical settings.
Administrative requirements for postal services
In order for a message to be checked for spam successfully, the requirements of the mailing services must be respected. Otherwise, sanctions are possible:
What are the requirements for services: the example of Gmail
Important! Always review the service requirements before posting. Even a small violation of the rules can send your emails into spam.
Output
The email marketing journey is a thorny and challenging one, and every company has a chance to be spammed. But you shouldn't give up this channel because of the complexity. A competent approach and good service will help to make the newsletter correctly and increase sales.
Hello. Today I want to talk to you about a thorn in many marketers called "Spam". In this article, I tell you how to do mailings correctly and not to become a spammer by accident. Enjoy reading.
There are 122 million email spam messages sent worldwide every day - that's 85% of the world's email traffic. The scale is impressive and upsetting. Nobody likes spam, especially mailing services. Therefore, many systems are waging a war on spam, but bona fide companies can also fall under their sanctions. How to prevent such injustice?
What is spam
Spam - unsolicited mailing by e-mail or other sources: by SMS, in messages on social networks. Spammers do such mailings without the recipient's consent to a large number of users. Usually, letters offer goods or services of dubious quality.
How spam appeared
In the 1940s, the word spam had no negative connotation. SPAM is the trademark name for canned food by the Hormel Foods Corporation, which made them for the meat rations of soldiers during World War II. After the war, a lot of products remained, and they had to be sold before the end of the shelf life. So canned food appeared in advertisements that were everywhere. The product was aggressively imposed on people.
When "garbage" mass mailings appeared on the network, they began to be labeled with the word "spam". In the beginning, this method could be effective, but now spam messages are annoying, people stop noticing them in a large flow of information. But the spam market is not losing momentum.
Spam has penetrated almost all communication media. Spam added to email:
- on forums where hidden advertising is used in responses to users;
- in comments and private messages on social networks;
- on review sites;
- in messengers and SMS.
Automation has speeded up the sending of spam and increased it significantly. A spam bot can replace a person, for example, when spamming on social networks. The user will think that they are communicating with a real person. However, bots are "not very smart", you can break their logic with an unexpected answer.
Spam ads are regular marketing emails that are sent to the contact base.
Fake messages are letters from ordinary people who can tell their tragic story and ask for money, or promise to give a large amount just like that.
Phishing - emails are disguised as well-known brands. In this case, the address contains fake mail, which the end user does not see. And he understands that he was deceived after following the link. The goal is to obtain personal and confidential data. A link from such a letter leads to a fake site where the user leaves his full name, passwords, bank card numbers and other data.
Mailing lists with malware - letters with viruses that get to the user's computer when he clicks on the link in the letter.
Why users receive spam
The reason for spam in email is data that fell into the wrong hands. How spammers get user addresses:
- Data leak - the address was stolen from the contacts list of the compromised account.
- Parsing email addresses from websites.
- Through a mail generator that iterates over possible options. Some may turn out to be workers.
- Purchased bases - they are sold by unscrupulous companies or individual employees.
What are the spammers
Both professionals and random people, for example, inexperienced marketers of companies, can spam. Spammers are divided into:
- Pros are mailing services that send out a huge amount of emails. Such teams know their stuff well, and the staff may even have programmers for more advanced solutions.
- Address collectors use software to check and sell databases.
- Inexperienced and casual spammers are often marketers of companies who do not understand what a newsletter is and do it wrong. A novice spammer does not delve into the details of the mailing, for which his letters fall under the sanctions of the services.
How to avoid spam emails
The spam folder for your letter is a sentence. Why? The client will not know about you, the consequences can be more serious: domain disconnection, lawsuits and fines.
To find out why emails end up in spam, you need to evaluate many factors:
- the legality of the mailing;
- domain reputation;
- technical settings of the mailing list;
- whether the rules of the mailing service are being followed.
Let's analyze each point.
When consent is not needed for the newsletter
Such cases are also spelled out in the laws. It is not necessary to obtain user consent if the newsletter:
- assumed by federal law;
- needed for the implementation of international treaties of the Russian Federation;
- conducted for scientific or statistical purposes;
- important to protect the life and health of the addressee;
- for the delivery of postal messages;
- is done for scientific, journalistic or literary activities, and the data is used in accordance with federal law.
How not to break the law
Create a subscription form with consent to the newsletter and provide the user with the following documents on the site:
- "Privacy Policy".
- "Terms of use".
- "Policy regarding the processing of personal data."
Domain reputation
The reputation of a mailing source depends on: the presence of an IP address and domain in blacklists, the quality of the database, the presence of authentication, unread emails and the percentage of clicks, complaints about spam, and the intensity of mailings.
Base quality
“Bad” addresses in the database also affect mailing, so you need to observe mail hygiene: clean duplicates and inactive addresses.
What problems with the base can be:
The address was not validated. The user left an inactive or incorrect email.
The base was not used immediately - then the contacts become obsolete. This happens when a company collects a database for a long time in different ways, but does not send out the mailing immediately. For example, it is waiting for a certain number of users.
Errors in the database
The lists of addresses may contain those that have been unsubscribed, but the mailing continues for them. The risk of receiving spam complaints from such contacts increases, in the worst case, you can get a lawsuit.
Spam traps in the database
These are robotic addresses that check all incoming mail. DOI (Double Opt-In - confirmation of the address by clicking on the link from the mail) does not work on such mailboxes. If a newsletter arrives at this address without consent, the service may consider it spam. Spam traps are sometimes converted from abandoned addresses of users who have not logged into their account for a long time, or the service has blocked them. Another type of spam trap is a specially created one. If there are many such addresses in the database, the sender's reputation deteriorates.
Spam complaints
People complain even when they initially agreed. What could be the reasons for complaints:
- unsuccessful, possibly offensive subject line;
- mailing error - the user received the letter again, although he unsubscribed;
- change of the mailing subject - "I didn't subscribe to this";
- partner offers in letters.
User behavior
Mailing services count how often users open emails, click on links inside. The fewer clicks, the more likely you are to be spammed with subsequent mailings.
Registration of mailings
The service may block mailing lists due to invalid HTML structure. It is forbidden to use elements: JavaScript, VBScript, Frames, IFrames ActiveX, Java applets, connection from sites via CSS or Meta Refresh and others. Also, services do not accept all links after shortening in special tools.
Intensity and volume of mailing
Services love predictable behavior. Sharp increases in mailing and irregular mailing are signs of spam.
Blacklists
There are private and public. Private ones collect information inside the service, and public ones from different sources. The IP address and domain can get there for:
- mailing to irrelevant addresses;
- a large number of spam traps in the database;
- just for mailing without confirmation.
Therefore, it is important to check if you are on the blacklists. For example, the reputation of a document can be viewed through Postmaster Tools.
How to maintain your reputation
- Use two-stage Double Opt-In and continue sending only when the user has confirmed their email.
- Monitor the ratings of the IP address and domain in special services regularly.
- Clear the database of inactive contacts and check for errors.
- Warm up addresses - gradually increase the mailing base.
- Monitor the quality of your content and test different engagement techniques if your emails stop opening. But to know when to stop and not go to dubious techniques, for example, clickbait.
Technical settings and email architecture
All mailing services support the same standards for spam protection. There are technical headers on the servers from which the newsletter is sent. This is where data about the message is placed, which determines the reliability of the mailing source.
What parameters should be in the "correct" letter:
RFC (Request for Comments) is a document that contains technical specifications and standards.
DNS (rDNS and PTR records) - all servers from which the mailing is sent must have valid DNS records. No auto-generated rDNS and PTR records. If reverse DNS is not specified, then the mail service will not pass such a mailing.
IP addresses (WHOIS) cannot hide IP address data in WHOIS. It is especially important when the hoster has been hacked and spam is sent from your IP. If there is no data about you, then the service cannot inform you about the problem and will simply block all mailings.
Proxy and Relay are protection against spamming on your behalf. The server does not have to be with an open Proxy server or an open Relay. Then anonymous and unauthorized users will not get to it.
DKIM (DomainKey Identified Mail) is a digital signature protocol that determines whether the sender is eligible for mailing. The postal provider identifies it through a special key.
SPF (Sender Policy Framework) is a record that will show from which domains and / or IP the mail will come. This setting must be in all DNS, otherwise the mail service will send a spam letter or warn of a threat.
FBL (FeedBack Lookup) is a standard that displays information about spam complaints. Each sender of letters with FBL can find out which user and which letter has complained about.
List-Unsubscribe setting the address or URL for unsubscribing - the user can unsubscribe and not even open the letter.
DMARC policies are standards that help domain owners set rules for their mail services. Using them, the postal provider will know what to do with letters that were sent from the owner's domain, but they did not pass authentication. This will protect against DKIM forgery and the use of services where you can simply put someone else's domain. DMARC also helps control technical settings.
Administrative requirements for postal services
In order for a message to be checked for spam successfully, the requirements of the mailing services must be respected. Otherwise, sanctions are possible:
- limitation on the number of letters;
- blocking of sending;
- marked as spam.
What are the requirements for services: the example of Gmail
- Reverse DNS records for IP addresses are configured.
- Separate URLs by content type. One sends promotions, the other sends receipts, notifications - from a third address.
- Don't send phishing emails from your domain.
- You cannot send letters on behalf of another domain if you do not have the right to do so.
- Authenticate messages.
- Send mail only to interested users who have consented to the newsletter. The service also offers to periodically renew the subscription consent.
- Make it easy to unsubscribe.
- Send mail on a specific schedule and start sending small batches. The more letters there are, the slower you need to increase their number.
- Monitor the reputation of IP addresses: whether they are in black lists.
Important! Always review the service requirements before posting. Even a small violation of the rules can send your emails into spam.
Output
The email marketing journey is a thorny and challenging one, and every company has a chance to be spammed. But you shouldn't give up this channel because of the complexity. A competent approach and good service will help to make the newsletter correctly and increase sales.
