Newsletters are an excellent way to reach out to your audience and keep them engaged with your content. However, delivering them successfully to the recipients’ inboxes can be a challenge, particularly with the rise of spam filters and Gmail’s Promotional tab. To ensure your newsletter reaches its intended audience, it’s crucial to create and send it in a manner that avoids these hurdles. In this blog post, we’ll explore the importance of creating plain newsletters and I’ll share some best practices to avoid being flagged as spam or landing in the Promotional tab.

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The Importance of Plain Newsletters:

Sending plain newsletters is critical for bypassing spam filters and Gmail’s Promotional tab. Most email clients and services, including Gmail, employ sophisticated algorithms to categorise and filter emails. These algorithms tend to identify richly formatted emails with numerous images, links, and promotional language as spam or promotional content. By keeping your newsletter simple and plain, you can avoid triggering these filters and increase the chances of your message being delivered to the primary inbox.

Best Practices to Avoid Spam Filters and Gmail’s Promotional Tab:

1 – Use plain text or simple HTML formatting:

Choose a plain text or minimalist HTML format for your newsletter. Avoid using excessive styling, images, and links, as these can trigger spam filters. Instead, focus on delivering clear and concise information.

2 – Craft a clear and concise subject line:

Use a straightforward and relevant subject line that accurately reflects the content of your newsletter. Avoid using spam-like phrases, all caps, or excessive punctuation, as these can trigger spam filters.

3 – Personalise your emails:

Include the recipient’s name in the email salutation or subject line to establish a connection and demonstrate that your newsletter is specifically intended for them. Personalisation can help your newsletter bypass spam filters and appear more legitimate to the recipient.

4 – Authenticate your emails:

Use authentication protocols such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) to prove that your emails are legitimate and reduce the likelihood of being flagged as spam.

5 – Maintain a clean mailing list:

Regularly update your mailing list by removing bounced emails, unsubscribed users, and inactive addresses. A clean mailing list increases your sender reputation and reduces the chances of being flagged as spam.

6 – Send emails from a consistent address:

Use a consistent ‘From’ address to build trust and credibility with your recipients. Changing the sender address frequently can raise suspicions and trigger spam filters.

7 – Test your newsletter:

Use email testing tools like Mail Tester or GlockApps to analyse your newsletter before sending it. These tools can help you identify potential issues that may cause your email to be flagged as spam or promotional content.

8 – Encourage engagement:

Request that recipients add your sender address to their contacts or whitelist your domain. This can help ensure your future newsletters bypass spam filters and reach the primary inbox.

9 – Monitor your sender reputation:

Keep an eye on your sender reputation using tools like Google Postmaster Tools or Sender Score. A good sender reputation increases the likelihood of your emails being delivered to the primary inbox.

Summing Up

Crafting a plain newsletter is essential for avoiding spam filters and Gmail’s Promotional tab. By following the best practices outlined in this blog post, you can increase the chances of your newsletter reaching its intended audience and successfully engaging with them. Remember that simplicity, personalisation, and consistent communication are key to building trust and ensuring your messages arrive in the primary inbox.

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