Email marketing can be a great way to get leads for your organization unless you have every Salesforce email going to spam. If this is the case, you could end up getting a low ROI from your marketing tools and efforts. This is why Salesforce bounce management is essential as it helps you be in control of your emails.
Ideally, there are two parties that can determine whether your emails will end up in the spam folder.
The first one is the recipient's email service provider (ESP) or internet service provider (ISP). These organizations have multiple parameters that they use to determine whether an email is relevant to the recipient. Any email that doesn't comply with the parameters is sent to the spam folder. For instance, an email from an untrustworthy source will most likely suffer this fate.
The second party involved is the recipient. Customers are often receiving multiple emails from different sources every day. If your email content is irrelevant to them, they might end up sending it to the spam folder. What's worse is that email and internet service providers will flag emails from senders who have been flagged by multiple customers.
Your goal should be to meet the needs of these two groups.
Here is how you can avoid your Salesforce emails going to spam:
1. Get Email Recipients to Opt-In
Without the permission of the recipient, you will be sending an unsolicited email. Unsolicited emails easily get caught by spam filters, especially considering how better ISPs have become at identifying them. For instance, ISPs and ESPs will easily establish that you are sending out emails to purchased contacts. Your emails could also be flagged for inadequate permissions in cases where a recipient did give you their emails, but they did not consent to receive promotions and newsletters.
Having a double opt-in process is essential to get permissions from an email marketing service. At first, potential email recipients will be required to sign up to receive emails from you. Next, they will have to click a link to confirm that they want you to send them your newsletter.
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2. Ensure Your Email's Content Appeals the Recipient
Your emails need to provide your prospect with value. Otherwise, you risk having your emails flagged by your own recipients, and this can be a slippery slope. Having a lot of prospects send your emails to the spam folder makes your business seem questionable to ISPs. You can start by avoiding:
- Continuously sending emails to recipients who have been deleting your previous ones without reading them
- Sending emails to contacts that you haven't interacted with in the last six months
- Sending emails at a frequency that is inconsistent with what the opt-in form stated
Resonating with your prospects will depend on how well you understand them. For instance, you should understand the pain points for your target demographic. The next step is to address these pain points within the emails. Using accurate, engaging and personal subject lines in your emails will also increase the chances of a reader opening them.
3. Use an Email Marketing Service Middleman
It can be easy to have every Salesforce email going to spam if you are sending from an unauthenticated source. The unauthenticated sender ID error mainly occurs when a company is trying to send email from their own servers. Ideally, ISPs are required to ensure any message reaching the recipient comes from an authentic source.
If you want to prevent this issue, you should consider complying with two standards, which are the SPF (sender policy framework) and the DKIM (domain keys identified mail). However, setting up these frameworks manually isn't always easy. The easier option would be to send each email from Salesforce through an email marketing service middleman. These organizations will establish an authentication on your behalf.
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How to avoid your Salesforce emails going to spam
The best way to avoid your Salesforce emails going to spam is to maintain a clean email list while sending relevant and engaging content. If you need help with this, check out Predictive Marketing . We help you keep a clean email list so that your Salesforce emails reach the inbox.