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  • Writer's pictureLaura

Why Your Emails Might Be Playing Hide and Seek in the Spam Folder (and How SFMC Can Help!) 🕵️‍♂️

Greetings, Digital Alchemists!


There's nothing quite as heart-wrenching as pouring your soul into an email campaign, only to find out that it’s lounging comfortably in the dreaded...spam folder. 🙈 It's like baking the perfect cake and then watching it get devoured by the dog. Woof!


But before you swear off email marketing forever, let’s dive into the magical world of email deliverability and how our trusty sidekick, Salesforce Marketing Cloud (SFMC), can turn things around!


1. SPF, DKIM, DMARC – Oh My!

These aren't just random acronyms we threw at you to sound smart. They're the guardian angels of email deliverability. Think of them as the bouncers of the email nightclub, ensuring that your emails aren’t wearing any counterfeit shoes (or headers). SFMC's got your back with straightforward integration of these protocols. Get ready to VIP your way past the spam filters!


1. SPF (Sender Policy Framework)

What is it? SPF is like the bouncer at a club with a guest list. It's a system that verifies if the mail server sending an email on behalf of your domain is authorized to do so. How does it work? Domain owners will specify which mail servers are allowed to send emails on behalf of their domain. When an email is sent, the receiving server checks this "guest list" (published in the domain's DNS records) to ensure the sending server is on it. If it's not, the email might be flagged as suspicious.

2. DKIM (DomainKeys Identified Mail):

3. DMARC (Domain-based Message Authentication, Reporting, and Conformance)



2. List Hygiene – It's Not About Soap! 🛁


A Practical Dive into Clean Email Lists

Imagine you’re hosting a party. You've sent out invites to friends, acquaintances, and that guy you once met at a networking event three years ago. Now, while your close friends RSVP quickly, many others don't respond, and some invitations even bounce back because you have outdated addresses. The result? You’re left with wasted invitations, uncertainty about your party size, and possibly some stale chips and untouched dip at the end of the night.


Similarly, in the world of email marketing, maintaining a clean list is crucial. Here's a practical breakdown:


1. The Old Addresses: These are email addresses that once existed but, over time, have become inactive or have been deleted. Sending emails to these addresses results in "bounces."


Example: Let’s say you’ve been emailing JaneDoe@email.com for years, but Jane switched to a new email provider and forgot to notify you. Your emails to her old address will keep bouncing, harming your sender reputation.

Solution with SFMC: Salesforce Marketing Cloud (SFMC) can identify these bounces and suggest purging or updating these email addresses, ensuring you're not continually shouting into the void.


2. The Disengaged Crowd: Subscribers who haven't opened or clicked on your emails in months or years. They might still be receiving your emails, but they're essentially ignoring them.


Example: Remember inviting Bob from accounting to your parties? Despite attending the first two, he hasn’t shown up to the last five. Similarly, Bob hasn’t opened your newsletters in months.

Solution with SFMC: SFMC helps you segment and identify inactive users. You can either re-engage them with a special campaign or remove them from your list. Less is more, and it's better to have 100 engaged subscribers than 1,000 indifferent ones.


3. Accidental Subscribers: Sometimes, people end up on your list by mistake or without fully understanding what they were signing up for.


Example: Lucy wanted to download an eBook but didn’t realize she also signed up for weekly newsletters. Now, she's mildly annoyed every time she gets an email from you.

Solution with SFMC: Regularly remind subscribers why they’re receiving emails and provide a straightforward way to opt-out or adjust their preferences. With SFMC, you can create automated campaigns to check in with your subscribers, ensuring they’re still interested in hearing from you.



In conclusion, just like how you'd periodically clean out your phone contacts or social media friend list, email list hygiene ensures you’re engaging with a relevant, interested audience. And while no soap is involved, the results are definitely sparkling clean! 🌟📧🧼


3. Content Clarity – Dodging Those Spammy Red Flags

Ever received an email with "CONGRATULATIONS, you've WON!"? We all know where that's headed (hint: it's not the inbox). With SFMC, you can test and refine your content, ensuring it's both authentic and engaging. Keep the caps lock in check, okay?


4. Feedback Loops and Reputation Monitoring – The Digital Thermometer 🌡️

SFMC lets you tap into ISP feedback loops, giving you insights into why certain emails might be flagged. Think of it as having a crystal ball that reveals exactly where you tripped up. Now, if only we had one of those for life's embarrassing moments...


5. A/B Testing – Because Choices Matter!

Do you wear the red shirt or the blue shirt for that date? With SFMC's A/B testing features, you can experiment with different email elements to see what truly resonates. It's like having a fashion-forward friend guiding your style choices. Work it!


In Conclusion...

Don’t let your brilliant emails play an eternal game of hide and seek in the spam folder. With SFMC’s arsenal of tools and a sprinkle of wit from us at SFMC.Essentials, we can ensure your emails shine bright like the digital diamonds they are!

Lost in the labyrinth of deliverability? Worry not! Book a 30-minute call with an SFMC.Essentials specialist today! We promise it'll be more exciting than fishing emails out of the spam abyss.


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