The purpose of sending bulk messages (newsletters) is to reach a large number of recepients at once. It might happen, however, that not all messages are delivered, for instance, if they are qualified as spam messages by the server.
We have made our best to prevent such a possibility and therefore the solutions used in the Versum system are cutting-edge. Yet, whether they are effective or not also depends on the way a message is prepared, as the way it's edited might be decisive in classifying it as spam.
Observe the following rules to increase the delivery rate of your messages:
- Make sure the message doesn't only contain images, but also text
Messages with no text are ones that get undelivered the most frequently. It is also often the case that images are blocked by the recepient's email service provider due to security reasons. In consequence, the recipient will see a blank message once they open it.
If you use a graphic background with text on it, you can type the text below the image additionally. Thanks to that, you will increase the chances that the message will get delivered and that the recipient will read it.
- Do not send newsletters to one group of recipients more often than once a week
If a person receives a large number of messages with similar content from a given email address (and that's usually the case with promotional emails), anti-spam filters will quickly start blocking such messages. Additionally, customers can get discouraged by the large number of messages and simply stop reading them or even manually mark messages as spam, thereby blocking them permanently.
Ideally, messages should be dispatched no more than once or twice a month.
- Do not paste content originally created in external programs (MS Word, MS Powerpoint, etc.)
Text which was originally created in external programs also contains elements of formatting, which are invisible but may be recognized as potentially dangerous and therefore blocked.
Messages should be created directly in Versum. The available editor has advanced functions thanks to which you can create messages with images and custom formatting. You can also switch to an html editor and create a message with any degree of complexity. > Read more about the functions of the editor.
- Keep your customer list up-to-date
If you have created a group of customers who use a particular offer, make sure that you keep the list up to date and remove customers who are no longer interested in the offer. Otherwise, they will keep receiving messages which are not of interest to them and start ignoring all messages or even mark them as spam, thereby blocking your messages permanently. > Read more about customer groups
- If you create HTML messages, make sure they don't contain unnecessary or wrong tags
If a message does contain unnecessary or wrong tags, it might be classified as dangerous and therefore blocked.
- Do not send messages using an email address with a popular domain if possible
When creating a message, it is recommended to enter a custom domain (e.g. firstname.lastname@example.org), instead of popular domains, in point 3. Sender's email address, if possible. It doesn't only prevent it from being blocked by ani-spam filtering systems, but also looks more professional.
- Do not limit the content of the message to the text from its title
An example of that would be a message with the title "Great deals in our salon!" with the same content: "Great deals in our salon!" Reading such a message, a customer may have an impression that the message has not loaded correctly. It is also recommended to include information about the terms and conditions of the offer as well as its details, to draw customers' attention and convice them that the offer is attractive.