Hi,
I received an interesting question and thought it’d be helpful to share the answer with all of you. The issue was about a common problem in email marketing: “Why are my emails being marked as SPAM by subscribers who opted in to receive my newsletter?”
This is a concern that affects many marketing professionals, and the implications can be serious for your email deliverability. Let’s dive into this topic.
The customer’s full question was: “We’re facing an issue with subscribers who gave consent but are marking our emails as spam. How can we investigate and resolve this?”
There are several reasons why people mark an email as spam, even when they’ve opted in to receive it. Let’s look at the main ones:
- Difficulty unsubscribing: If recipients can’t easily find an unsubscribe link, they might opt to mark the email as spam as a quick fix to stop receiving messages.
- Unsatisfactory content: If the content doesn’t meet expectations or is perceived as irrelevant, subscribers might get frustrated and mark it as spam.
- Mismatch between subject line and content: When there’s a significant difference between what the email subject promises and what its content delivers, recipients might feel misled and mark the message as SPAM.
- Lack of recognition: If subscribers don’t remember signing up or don’t immediately recognize the sender, they might mark the email as spam out of caution.
To investigate and resolve this issue, I recommend a multi-faceted approach:
- Review your opt-in strategy: Ensure your subscription process is clear and that subscribers understand exactly what content they’ll receive.
- Improve content relevance: Segment your list and personalize content to meet your subscribers’ specific needs and interests.
- Maintain a consistent sending frequency: Sending too frequently or too infrequently can lead to spam markings.
- Make unsubscribing easy: Make the opt-out or unsubscribe process simple and visible in all emails. Process unsubscribe requests as quickly as possible.
- Set up email authentication: Implement SPF, DKIM, and DMARC to improve the reliability of your sends.
- Monitor your metrics: Closely track open rates, click-through rates, and complaint rates to identify trends and potential issues.
Remember, the key to success in email marketing is consistently offering value to your subscribers, being transparent about the origin and purpose of your emails, and providing an easy way out for those who wish to stop receiving communications.
Do you have any questions about email deliverability or want to share your experience? Leave a comment below!
Cheers,
Fabrício