Best Mailing practices for regularly sending marketing / notification emails out to 3rd party public mail services e.g. Gmail,Yahoo,Hotmail
Here is what you can do to prevent undeliverability. Best Mailing practices for regularly sending marking/notification emails out to 3rd party public mail services, e.g. Gmail, Yahoo, Hotmail From your VM / Dedicated Server (for shared hosting accounts we have separate policies listed in our AUP and TOS)
- If you are using a Mailing List make sure you split it into as many small parts as you can, i.e. containing no more than 100-200 email addresses per part per service.
- Avoid consistent delivery if you send more than 300 emails at a time to any specific 3rd party email service especially Gmail/Hotmail they are going to block your IP or Null it which would result in non-delivery issues so make sure you avoid that all costs. And these limits are imposed for per hour basis so keep that in mind.
- Make sure to include an unsubscribe link in every mail you send out. If a user wants to unsubscribe, they can do that just clicking on the link instead of marking it as Junk or Spam. That is what causes the Null routes to be added to the emails will go out but would never show at the recipient’s side.
- If you are using a Marketing Campaigns, Service Notifications instead of using words/matter of the emails and promotional keywords you should be using images / linked images in the content of the emails. Gmail/Hotmail has excellent algorithms for filtering out spamvertized or marketing keywords and Null the emails and forcibly ignore delivery.
- Avoid using URL’s to any of your sites unless you are sure that your email content is clean. RBL has started monitoring URL links in the emails and begun blacklisting by emails which contained specific URL’s. (And if you follow step 6) the emails should appear as clean.
- Gmail and Hotmail are sensitive to the content of the emails too, so make sure you avoid using marketing keywords in Subjects especially the keywords like these:
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Free, Value, Guaranteed, Amazing/incredible, Easy, Discover, Act Now ,Everything included, Never, New, Save, Proven, Safe and effective, Powerful, Real results, Secret, Instant, How to, Elite, Premium, More, Bargain, No obligation, 100% money-back guarantee, Huge, Wealth, Bonus, Earn Complimentary, Last chance, Now, Flash sale, Convenient, Breakthrough, Buy one, get one, Money Introducing, Join, Miracle, Revolutionary, Unique, Great, Excite
After all this we are obligated by Law to inform you of the following:
Everybody hates spam. Not only that, it’s illegal—the US government passed the CAN-SPAM act way back in 2003 and Canada’s Anti-Spam Law (CASL 2014-2017). Commercial Electronic Messages (CEM 2017): consent, compliance and protection of personal information.
Other governments have similar legislation, as well.
These legislations do cover everything that a user might consider ‘spammy’, so there are some other guidelines I’d like to lay out, so your emails aren’t in poor form.
To avoid looking unprofessional in the eyes of your target audience/recipient (and to avoid potential legal hot water), you need to make sure your emails meet the following criteria as well (from the recipient’s perspective):
Only collect email addresses from subscribers who’ve given you their express consent to email them.
Once a customer has opted-in to receive emails from your company, send them a follow-up email requiring them to opt-in again.
This will ensure you don’t have any customers accidentally signing up.
Avoid sending too many emails over too short a period. Typical internet users would unsubscribe from several newsletters if they sent upwards of two to four emails a day.
Make it easy to unsubscribe from your emails. There should be a clear link in the body of your email for anyone who wants to remove themselves from the mailing list, and the process should be seamless.
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