One of the most important, yet often overlooked email metrics is what we call Inbox Percentage. Unfortunately, Spammers have created a climate such that Internet Service Providers need to be very stringent with regard to which emails pass through their Spam filters. What does this mean for you? It means that if you're not careful you can get grouped in with the spammers and your mail could get sent directly into a Spam folder. This is commonly called bulking, and it's a bad situation when it happens. Here's a list of 5, must-know tips for preventing bulking, and maintaining a high Inbox Percentage.

What is a Complaint?

When someone receives an email, deems it unwanted, and clicks "This is Spam", that's called a Complaint. Complaints should be rare and occur for less than 2% of your messages. Email marketing platforms will automatically unsubscribe people who unsubscribe from your list, which is a major benefit.

Permission

Ensure that only the people who have explicitly given their contact information are on the mailing list. Anyone who receives unsolicited emails will probably report them as Spam.

Clean Lists

Keep your mailing lists up to date. Gmail is particularly picky about user activity. This means that if a large percentage of your email is not being opened or clicked, you could be sent to Gmail's spam folder. Avoid mailing to any user who has not opened or generated a click in the last 2 months or previous 10 emails (whichever comes first).

Transparency

Make it clear that when someone signs up for your mailing list or buys a product, that they will receive periodic emails from you. Every time an email is sent include a clear link allowing people to unsubscribe from receiving emails.

Respect the Brand

Make sure your emails have a consistent uncluttered look. If you are plugging a partner brand or complimentary product, make sure that it is still clear that the email came from your company.

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