Alert Solutions Blog

Get Your Email Marketing Campaign Delivered to the Inbox - 4 Dos and Don’ts

Posted by Erika Scialdone on Thu, Oct 02, 2014 @ 14:10 PM

Email marketing campaigns are a great way to inform and communicate with your current customers and prospects. Major issues some businesses face with email deliverability include when their email marketing campaign is marked as spam or when the subscriber unsubscribes. Is your company dealing with these issues today? Here are 4 do and 4 don’t tips that may help you keep new and old subscribers engaged, and interested!


1. Use Double Opt-In
Did you know 22% of opt-in email marketing campaigns don’t make it to the inbox? Have subscribers give their email address willingly and confirm the email once they have subscribed. In return, your company will have a better list of subscribers, and fewer emails will bounce back.

2. Have an Easy-to-Find Unsubscribe Link
When subscribers cannot find the unsubscribe link, the email marketing campaign you sent will most likely end up in the spam folder.

3. Set Expectations and Meet Them
Provide subscribers with a description of what they are signing up for, details about information they will receive and how often email marketing campaigns will be sent.
4. Follow Spam Laws
It doesn’t matter where your business is located, be sure to follow the CAN-SPAM Act and/or follow the anti-spam laws when you send emails.


1. Use Rented or Purchased Lists
Sending unwilling subscribers emails is violating their privacy. Send email marketing campaigns to opt-in subscribers only.

2. Include HTML Forms, JavaScript, Flash or ActiveX
Using the above codes may be rerouting your email marketing campaigns directly to spam, even if your subscriber has opted-in. Use proper HTML code for a clean email.

3. Link to IP Address or Unknown Websites
If there is a single link or domain located in an email, it could be associated with other complaints and delivered to

4. Email Sporadically
When email marketing campaigns are sent on a different date and time every month, subscribers are more likely to forget who your company is, and why they wanted to receive your emails. 

Follow these simple steps to a better subscribing list, and enhance your company’s ability for email marketing campaigns to be sent directly to the inbox.

To learn more about how Alert Solutions helps optimize the delivery of your email marketing campaigns, download our Email Deliverability Worksheet today, or for other blogs on email marketing best practices click here

Topics: email deliverability, compliance, email marketing, email marketing best practices

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