You spend weeks writing a new newsletter, and hours getting in into your CRM with photos, links to your blog, links to Instagram and links to other websites you thought your readers might enjoy. And then, Google has the nerve to send it into the “promotions” folder of the recipient…where good emails go to die. How do you avoid this? How to you get your emails into the coveted “Primary Inbox”?
Unfortunately we are at the mercy of the top-secret google algorithms. Its estimated that Gmail has between 450 and 550 different indicators that will decide the fate of each email. However, there are a couple of simple things you can do that will help your chances of getting into the primary inbox.
Ask to Be Whitelisted
Whitelisting is basically just adding the sender (you!) to an approved email list, but how to do this depends on the recipients email provider. This can be tricky to handle because it takes some steps on the part of the recipient, which they may choose not to do. There is a tool here that creates an HTML webpage to post to your website that provides your audience with instructions for whitelisting your email address. You can also request in your emails that the recipient adds you to their contacts so that they continue receiving emails. This wont produce the same results as whitelisting, but it will be easier for your recipients.
Simplify
Three flags that will send your emails directly to the promotions folder are fancy HTML code, lots of graphics, and lots of links. Keep it SIMPLE. Create the email to look like plain text; choose a basic layout, skip large email headings, don’t include photos and use a plain email signature. As for links, if you’ve spent time getting them to read your email, why would you send them somewhere else? Allow one link for your Call to Action, and ditch the rest.
Clean Out Your Email List
I know you spent a lot of time and resources building up your email list but not everyone wants to hear your message, and that’s ok! You aren’t for everyone. Unfortunately, the more your emails go unread, the more the algorithm thinks they are spam. Just like you wouldn’t waste time in a relationship that you know is going nowhere, don’t waste time and resources on people who are not engaging with your content. Using your CRM, archive anyone who hasn’t engaged in 12 months. and create a reengagement campaign for anyone who has not engaged in 6-12 months. Follow the “Simplify” rules above with a simple reengagement email that asks if they are still interested, and provides a way to continue (or not) receiving your emails.
Ditch the CRM
This option isn’t for everyone nor for every situation. Emails sent through a CRM such as Mailchimp or Constant Contact are more likely to go into the promotions folder. If you have a very specific email that you want to send to a very specific group of people, send it via your regular email service. For example, if you want to ask customers for referrals or reviews, reach out via your person email. Your email is more likely to end up in their primary email box, and the recipient is more likely to respond to a personal email.
In summary, we can’t crack the algorithms, but we can tweak our emails for better delivery results.