Avoid the Junk Folder & Spam Filters
When you think of all the work that goes into the moment consumers will interact with an email, it can be quite disheartening to discover that even with all the strategic planning, design and other optimization, it still ends up in the junk folder.
Fortunately, there is a great deal of guidance and information on how to ensure that emails ultimately do end up in the inbox. In fact, Website Magazine routinely publishes insights on email deliverability (within the Email Experience channel online and in print) and other important email marketing-related topics to help 'Net professionals stay on top of their game.
In many ways, the perception of the sender on the part of the ISP (the Internet Service provider; those directing all the email to the correct digital destinations) is as important as the perception of the sender on the part of the intended recipient. Both the ISP and the recipient experience emails in different ways and accurate SPF and DKIM records (or other domain certifications) alone won't put you in the inbox 100 percent of the time. In fact, a recent Return Path study found that 21 percent of permissioned email never reach the inbox.
There is more to staying out of the junk folder than concentrating on the technical side of deliverability. Consider all the email management-related tasks (regular list cleaning, unsubscribe processes, etc.) that can also influence others perception of, and trust in, a company - read Website Magazine's recent "Email Success Strategies for the Long Term" for more. Increasingly, email inbox providers like Google and others are even using the data provided by their own users to influence what gets delivered to them.
Ultimately, what this all it requires is a deeper understanding of the nuances of the inbox and what consumers expect from their email experience. Check out this great infographic from Remarkety on 25 different ways to ensure that your brand is not sending SPAM.