9 ways your charity can spam-proof its email marketing
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9 ways your charity can spam-
proof its email marketing
Host: Charity Digital
Chris Hall, Marketing Manager Presented by: Charity Digital
General enquiries: office@charitydigital.org.uk Elizabeth Carter, Ecomms Project Manager
Webinar enquiries: events@charitydigital.org.uk Elizabeth.carter@charitydigital.org.uk
Digital Fundraising Day Charity Digital Podcast www.digitalfundraisingday.org.uk www.charitydigitalnews.co.uk/
Agenda • What is spam and spam filters • 9 reasons why some emails go into spam • Tips on what to do to help your emails not fall into spam
What is Spam? Also known as junk email, is unsolicited bulk messages sent through email
What is Spambot? A spambot is a program designed to collect, or harvest, e-mail addresses from the Internet. Build mailing lists. Unsolicited e-mail. Spambots are web crawlers.
Email Statistics
Email Spam Statistics Around the World
1. United States
2. China
3. Russia
4. Ukraine
5. Japan
6. United
Kingdom
7. India
8. Hong Kong
9. Turkey
Propeller 10.Brazil
Spam email is responsible for nearly 50%.
If my emails are genuine why are some going into spam folders?
1 Spam Filters
Gateway Filters
Hosted Filters
Desktop Filters
2 Subscriber Engagement
Webmail providers decide which emails make it to the inbox and look at:
Engagement levels Recipient behaviourReasons
You didn’t get permission to email • Positive opt-in, no pre-ticked boxes. • Consent requests separate. • Withdraw of consent. • Evidence of consent. • Permission practices & existing consents.
Your subscribers don’t remember/recognise you
• Complaints get recorded by the
mailbox provider.
• Forgotten that they ever gave
their permission!
EMAIL THRESHOLDAn inactive email account or barely used • Spam filtering algorithms - ratio of active to inactive accounts. • High quantities of email addresses that are hardly used will activate the spam filters.
You have low engagement metrics: • Opens • Unique clicks • Clicks to open
Your IP address has been used for spam by someone else
Send your emails out using a reputable platform: • TLS • Anti-DoS and DDoS technology • Web login page and API enforces rate limiting • All data is virus scanned • Service constantly monitors customer contact uploads • Authentication and validation systems such as DKIM and DMARC
Your subject line looks misleading or confusing • Subject line and pre-header
• No-nonsense title • Avoid white spaces and use of dates • 'You' and 'your' • No exclamations marks and all caps • Split testing • Emojis
You don’t include an unsubscribe link or one that is not visible enough All emails sent through platforms require a working unsubscribe link.
Spam trigger words in your subject title and/or email content amazing guarantee cancel at any time order now click here promise you congratulations risk-free dear friend special promotion free this is not spam great offer winner
Your emails don’t follow the best HTML
practices
• Use a maximum content width of 600-800 pixels
• Keep your HTML code as simple and clean
• Keep your image-to-text ratio 50%-50%
• Optimize for mobile
• Compress your images
• Don't use obscure, dark fonts
• Use fonts that work across email server platforms:
Arial, Verdana, Georgia and Times New RomanThere a few more things that you can do to
avoid your emails going into spamLinks Check that all the links go to the right place and aren’t broken. Avoid inserting full links in your email as these can flag up spam filters:
Use a custom from address • Get better delivery rates • Engage your recipients for better open rates
Tell subscribers to whitelist your emails The more people that whitelist your emails will help to increase your sender reputation, and your inbox delivery rates will be higher overall.
Preference centre • Centralised portal to control what your subscribers receive and how often. • An important factor is the relevance of an email to the email recipient.
Segment your list
• 39% of marketers who segmented their
email lists experienced higher open rates
• 28% experienced lower unsubscribe rates
• 24% experienced better deliverability and
greater revenue
LyrisExamine your email bounces
You'll be given a reason for a bounced email:
o Hard bounce
o Soft bounce
o ISP Complainer
o Mail blockerGmail Inbox
Gmail recommends that you verify each email address before subscribing
them to your list.
Don't put promotional content into a notification or transactional email.
This will prevent messages from being mis-categorised in the Gmail inbox.
Promotions to Primary.Wrap up
• Email spam is still very much a problem in 2019.
• Spam filters are a part of the email delivery process.
• You cannot fully control how an email is being labelled.
You can control factors that might lead emails to be flagged up as spam.Question time! Host: Charity Digital Chris Hall, Marketing Manager Presented by: Charity Digital General enquiries: office@charitydigital.org.uk Elizabeth Carter, Ecomms Project Manager Webinar enquiries: events@charitydigital.org.uk Elizabeth.carter@charitydigital.org.uk
Coming up next:
Host: Charity Digital Digital Fundraising Day
Chris Hall, Marketing Manager Thursday 7th November
General enquiries: office@charitydigital.org.uk Digitalfundraisingday.org.uk
Webinar enquiries: events@charitydigital.org.uk
Presented by: Charity Digital NCSC – How to get charity leaders
Elizabeth Carter, Ecomms Project Manager to take cyber security seriously
Elizabeth.carter@charitydigital.org.uk Thursday 14th November
charitydigitalnews.co.uk/webinars/You can also read
