Best Practices for Sending Emails

Avoid spam

Best practices to send emails to avoid spam.

When sending emails, you must meet certain conditions to improve the reputation of your domain and to not end up on blacklists or classified as spam. Even if your domain is new and you don’t follow these practices, your messages may be rated as spam or they may not be delivered at all.

At ClickPanda, our servers are designed to work against sending and receiving spam. However, these filters learn the classification of a message over time so you should follow these practices when sending emails from our servers:

  1. If you are using HTML emails, always include a text version in the email for your readers (and anti-spam filters), and keep the plain text as similar to the HTML text as possible. The more similar the two texts are, the less likely they are to be considered spam.
  2. Verify that your domain has configured the authentication mechanisms of our servers according to this support article: https://www.clickpanda.com/knowledgebase/149/Mis-mensajes-estan-llegando-a-spam.html
  3. Do not use our corporate mail service to send transactional messages, automated contact forms, SMTP relay, Email marketing or mass messages. Our service has a sending limit of 100 messages per hour and is restricted to sending corporate and personal messages.
  4. If you wish to send a bulk message to multiple addresses, it is best to use our mailing list service. You can find more information in this support article: https://www.clickpanda.com/knowledgebase/128/Crear-lista-de-distribucion.html (This service is not designed to do Email Marketing).
  5. Keep your email database clean. Avoid forwarding messages to non-existent users, or retrying to send messages to addresses that have cancelled the subscription before.
  6. Do not include a note claiming that your email does not contain spam. Do not claim compliance with legal criteria, especially those that do not apply to your country. Only spammers need to proclaim compliance. If your emails are governed by the good practices of mass mail, they are already in compliance.
  7. Review the subject of the message: never use exclamation marks (!), CAPITALS, and words such as “free”, “guaranteed”, or text with spaces (t h i s i s a t e x t w i t h s p a c e s).
  8. Avoid generic introductory formulas such as “Dear User”; it is even better to avoid any kind of greeting.

    Sending mail
    Best practices for sending emails and avoiding spam
  9. If you are using HTML emails, create high-quality HTML emails. Don’t use tools that generate poor quality HTML code (e.g. MS. Word). These tools generally leave their traces (e.g. empty tags) which are usually seen in spam. Unbalanced tags and invalid tags will also alert anti-spam filters. If you use a title, make sure it has a meaning – the default titles generated by HTML tools are considered spam signs.
  10. Do not insert active components (javascript, ActiveX, plug-ins) in your email. If you need rich content, link to a rich content page hosted on your website.
  11. Don’t insert too many graphics in your message. The fewer images you have in your email message, the better the chances of successful delivery are.
  12. Avoid attaching files; instead, you can use links to files hosted on your web server.
  13. Use email writing tools that work properly. Well-built (technically correct) emails can easily pass spam filters. Emails with MIME sections, missing message identifiers, invalid or missing date headers, or Unicode subject lines which are not properly encoded, etc. often represent signs of spam.
  14. Avoid unnecessary encodings. Do not use base-64 encoding unless it is really necessary.
  15. Keep your email distribution as simple as possible. Avoid complex formats (an email with a complex format may look better, but it will reach a smaller number of readers).
  16. Use a normal conversation vocabulary, make sure not to abuse the spaces or capital letters in the subject of the email.
  17. Don’t use “decorated” scripts, don’t use S.P.A.C.E.S in your words, don’t use strange characters in your emails.
  18. If you use HTML emails, don’t use invisible images to track your emails. If you want to track your emails and their readings, use visible graphics as part of your email, not invisible graphics.
  19. Do not include references to spam issues. Don’t talk about Rolex clocks, sexual activities, drugs or debt treatment, unless these issues are directly related to your email. If related, limit the email message to only one topic at a time. A massive email that mentions Rolex clocks, Viagra, pornography, and credits in the same email, will probably violate several anti-spam rules and will be filtered, even if the rest of the content is correct.
  20. Don’t use tools used by spammers (for example, those promoted on spam-related sites).
  21. Make sure that your privacy policy, including its scope and contact information, can be found easily and is clearly stated on your website. It is considered a good practice to include in your bulk emails a link to your privacy policy and contact information. It also includes a method for your recipients to unsubscribe from your emails.
  22. Beware of where you advertise your website, and beware of advertised content. If you advertise with companies that send spam, your domains will be marked as spam related. If you advertise to those who send spam, your domains will also be related to spam.

 

Remember that no mail provider can guarantee the delivery of the same, as the receipt of mail depends on the destination server, which is not under our control. If you follow these practices, your messages have a low probability of falling into spam, however, recipients may decide how to mark your message. If many messages in your domain have been marked as spam, even if you follow these steps, you should reduce the number of messages sent and clean up your recipient database to minimize the bounce rate.

 

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