When we talk about algorithms, it's usually in the context of the factors you need to consider for ranking in the search engines. But did you know that email also has algorithms that determine whether or not you get into someone's email inbox? Say you write an email to send to many of your leads. You've drafted (what you think) is an incredibly persuasive email--perhaps one of the best you've ever written. You send it out, excitedly anticipating a great response to it. A few days go by, and you haven't gotten a single response.
What happened? Did anyone get it? Did they read it if they did get it? Are they upset that I sent that email?
It can be hard not to take the lack of response personally.
If you have HubSpot software, you're able to see this kind of info after an email has been sent out. You'll see exactly who opened, who clicked through, who didn't receive it and why, as well as additional helpful information. If you don't have access to that kind of info (because you don't utilize software that provides it), you're just left guessing at what happened, and that can be unnerving.
Whether or not you have access to these kinds of analytics, there are a few things that are important to know when it comes to sending emails and how to conquer email algorithms.
When email first became "a thing," it was a simple process of sending and receiving messages. Then features like the Junk folder happened, and SPAM laws were passed, meaning that email got a bit more complicated. Email has evolved immensely over the decades, and it can be hard to grasp just how much or understand what has changed. First, here is a little email vocabulary lesson that will help you understand the key factors in email algorithms.
Most people don't understand how this difference can affect your ability to get into inboxes, so here it is.
Free email services through Microsoft and Google are great for personal email sending and receiving. If you are a business that is constantly using a free email account for business purposes, I recommend not doing so anymore. Although it can work for a while, eventually, you are likely to see a drop in responses and clients saying things like, "I haven't been getting emails about your upcoming sales and I know I signed up to be." The reason for this is typically because spam filters are routing you to Junk or Spam folders, or refusing to let you into inboxes altogether (yes, they can do that).
The best way to combat that issue is to set up a paid email service. Yes, you have to pay for it, so that seems like a less-than-ideal option. But ask yourself this: would you rather pay a little to ensure you're generating more business, or opt for a free service and lose out on business? That is really what it can come down to. The main reason being that most email providers see professional email addresses such as marketing@tributemedia.com as being far more credible than if you were to have a generic free email address that ends with gmail.com. Your odds of getting into inboxes greatly increase if you have a paid email service, so trust me when I say it's worth the investment.
First, if you are trying to send bulk email directly through your email client (usually done by having one visible recipient and MANY additional recipients as blind carbon copies-BCCs), you are either going to a spam folder already or well on your way. You need email marketing software in order to compose one email that can be sent directly to numerous recipients at once.
It is also important to note that not all email marketing software is created equal. As mentioned above, the reputation of the software you use to send bulk email is a factor in deliverability. At Tribute Media, we trust HubSpot because they are known for fiercely protecting their sending authority. This is done by, essentially, policing how people are using their software. Yes, it does mean that, as users, we are subjected to an occasional verification process, but it's well worth it to maintain the integrity of our email sends.
So how do you know if you are using a software with a good sending authority? It's not really something they have to disclose or share publicly, but it's usually a safe bet that the people who are abusing email marketing are doing so in the free tools. It pays to pay a few bucks to ensure you are using a reputable software that's reputation is built on honest people doing honest email marketing on the up-and-up.
I have a t-shirt from a marketing conference that has the phrase, "Make Love, Not Spam" on it and it's one of my favorites. Obviously, you're probably not one of those people sending mass amounts of emails in an attempt to spam people. However, you may be creating emails that are flagged for doing so. (Here are some do's and don'ts of effective email marketing.)
Billions of emails are sent worldwide every day, and they are one of the most cost-effective ways to reach people. Because they are so cost-effective and prevalent, they are a great tool for abuse and spam, which is why email algorithms and email filters have become so crucial. It's important to ensure that you are doing everything in your power to avoid seeming like spam so that you can beat the email algorithms and land yourself in the right inboxes. Check out our Step-by-Step Guide to Email Marketing for more information on creating great emails that make it into inboxes and convert!