Mailchimp problem: emails go to the spam folder

One problem that can arise while using Mailchimp is that some emails end up in the spam filter. If we take a look at what people search for on Google for this topic, we can see a variety of phrases that describe the same problem: emails go to the spam folder.  

In the screenshot above, you can see the different ways in which people search for the subject of emails going to spam.  

These phrases show the intent of the researcher; (s)he wants to know how to prepare or better yet, avoid the problem of emails going to the junk folder, by doing a “mailchimp spam test” for example. 

Other searches are related to tools used (such as Outlook). 

Searches related to the phrase “mailchimp spam”

We also get a whole lot of similar searches for this, so it seems like it’s a common problem to have.  

What is spam? 

First, what can we do when we have this incredibly annoying situation where our emails fall into the junkfolder? Indeed, around 21% of legitimate emails arrive in the spam folder.  

Different practices have been put in place to satisfy the user (person receiving the email) and reduce inbox irrelevance. Both providers, sellers, and other businesses need to be following this issue up close.  

Simply put, spam is any mail that makes you click the delete button while thinking:  

  • I never subscribed to emails from this person 
  • This email is fake  
  • I am not interested 

On the sender’s side, it also has to be an email that he sent to a lot of people at once (in bulk).  

There are increasingly stricter laws being imposed on spam as well as factors that influence the possibility of an email being flagged as junk.  

Getting flagged 

Different servers treat the same email differently (by their own rules).  

If your IP address has ever been flagged, it could affect its deliverability in the future. Something you can do to improve the situation is use metadata – address emails with the recipient’s name and not their email address. You can do this by using merge tags and asking your subscribers to add your email address to their safe sender list.  

Another tip is to verify your domain/authenticate your domain.  

Further, comply with opt-in methods. You must have permission from your subscribers that they have opted-in to your audience – that they subscribed actively and knowingly. Add a signup form to your wordpress site or landing page and give your potential subscribers a proper way to opt-in. 

A technical verification you can use is a tool called Mail-tester.com which checks the spamminess of your emails. It gives you a score from 1-10 and gives you an idea of how well or poorly you are doing.  

Verify that your domains don’t turn up in spam databases and check the complaint report inside of Mailchimp for more insight on what went wrong.  

Hopefully, this post gave you some ideas and tips on how to start tackling the spam problem when sending emails via Mailchimp. Oh, and of course, do not write spammy emails (sales sales sales mails)! 

Recap!

If you want to avoid your emails falling into spam, try these:

  1. use metadata
  2. ask your subscribers to add your email address to their safe sender list  
  3. verify (authenticate) your domain
  4. add a signup form to your website
  5. test the spamminess with Mail-tester.com
  6. search for domain in spam databases
  7. check the complaint report in Mailchimp

Sources: 

Author: Ana

// Slovenian // EMLYON Business School - Msc in Global Entrepreneurship & Innovation exploring the world of social entrepreneurship & the need for personal development for entrepreneurs

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