Given this context, the response from email service providers has been clear and direct: tightening filtering with the primary and ultimate goal of protecting consumers, as well as their own reputation.
Email as a post-covid communication tool
5 tips to optimize the deliverability of email marketing campaigns
1.- Check the correct functioning of the newsletter unsubscribe links
2.- Avoid using designs or creatives that may pass for phishing codes
3.- Maintain constant cleaning and maintenance of the databases
4.- Do not use and avoid mass sending of communications
5.- Authenticate the domains we use through the DMARC protocol:
Email as a post-covid communication tool
To understand the decision by email providers to tighten email deliverability measures, it doesn't take much complication: at a time when email has become a key channel for brands to stay in touch with their consumers, the chemical manufacturers email lists volume of incoming messages from a large number of brands has increased significantly, with some studies claiming that it has even generated figures equivalent to those generated on Black Friday. Evidently, this has caused major problems identified by email providers, such as non-compliance with the Official Data Protection Law or phishing , among others.
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In fact, the number of phishing attacks is estimated to have increased by 600% since the health crisis began . In particular, the Gmail mail server has reported 240 million COVID-19 spam messages, blocking 18 million COVID phishing attacks per day – incredible, right?
So can we fully understand the tightening of security measures by email providers? Stricter filtering and tighter controls to protect consumers is something that clearly had to happen in the face of such alarming numbers in email technology.
In this way, and given that all these controls possibly complicate and reduce the deliverability rates of emails, today, at Mittum, we want to give you 5 basic tips or recommendations that we advise you to carry out in each of your Email Marketing campaigns, in order to do things properly and improve the results of your campaigns, without generating concerns or doubts for email providers.
5 tips to optimize the deliverability of email marketing campaigns
These are 5 of the main guidelines that, as Email Marketing experts , we want to give you in order to carry out your Email Marketing shipments in the most appropriate way possible, avoiding any type of doubt to the mail providers, which makes them classify your shipment as not appropriate.
1.- Check the correct functioning of the newsletter unsubscribe links
This aspect, although it may not seem like it, is of the utmost importance. Why? Because, as we have already told you on several occasions, you should never make it difficult for your user to unsubscribe from your brand . The button must be visible and the process must be simple. Do not bother your user and send them a multitude of actions and tasks to unsubscribe from your brand. This aspect is one of the first that email providers will review.
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2.- Avoid using designs or creatives that may pass for phishing codes
To help you understand this point, we're going to give you an example that you're sure to understand perfectly: large call-to-action buttons (or CTAs), which redirect to suspicious pages, or with very aggressive texts are often a cause of distrust on the part of email providers, as well as for users themselves, who may feel that the message they are receiving and reading is phishing.
