Strict email rules: How to make sure your messages make it to the inbox

Email clients like Microsoft Outlook and Gmail are implementing increasingly strict rules to determine which emails make it to the inbox. For non-personalized bulk mailings, there's a high likelihood they will end up in the spam folder, significantly reducing the effectiveness of email campaigns. Why are these rules so strict, and how can senders successfully navigate them?

Why do bulk mailings end up in the spam folder?

Email providers protect their users against spam and phishing by using advanced filters. These algorithms evaluate emails for reliability and continuously learn from user behavior. If a sender is frequently marked as unwanted, future emails are more likely to end up in the spam folder. Non-personalized bulk emails, in particular, are often ignored or flagged as spam due to factors such as the use of suspicious words ("free," "promotion") or an excessive number of links.

How to prevent your emails from being marked as spam

In addition to setting up the correct authentication protocols , the key to success lies in creating relevant and personalized content. Emails tailored to the interests and behavior of your audience—such as personalized offers or reminders—are more likely to be opened and appreciated. Increased engagement, like clicks or replies, signals to email clients that your messages are valuable.

With Copernica, you can automate personalization using segmentation and dynamic content. This enables you to send unique, customized emails without additional manual effort.

Ensure engagement and maintain a clean database

A positive customer relationship strengthens your email reputation. Relevant, personalized content drives interaction, such as replying to an email or clicking through, and regular engagement increases the likelihood that email clients will recognize your domain as safe and trustworthy.

Additionally, maintaining a clean database is essential. A clean database leads to a higher open rate, which contributes to a positive score with email clients. By regularly cleaning your mailing list and running "re-engagement campaigns," you can ensure your database remains of high quality.

Conclusion: smart and targeted emailing works

Strict email rules require a thoughtful approach. Avoid non-personalized bulk mailings and focus on interaction, relevance, and maintaining a clean database. With Copernica, you can easily automate personalized, dynamic emails, increasing the chances that your campaigns will reach the desired inbox without taking up too much extra time.

Want to learn more about effective email campaigns? Contact us!