Can I get my marketing email

Your email marketing isn't working because nobody gets your emails (here's the solution)

Your ROI indicates how successful your email campaign is.

Email marketing has the highest ROI compared to other marketing methods.

This is a whopping 4,000%. That's 40 euros in sales for every euro invested.

Well, that's what I call potential!

Unfortunately, problems often arise.

For example, your ROI will be low if your campaigns don't get through at all. Often you are not even aware of this problem because you are not tracking the delivery of your emails.

To get a good ROI, your emails need to be delivered. In this case, they are not allowed to bounce (this happens if the delivery of an e-mail was not possible) or be marked as spam.

In this article, I'll talk about how you can improve the delivery rate of your emails (and therefore your ROI).

But first I would like to show you how many emails are not being delivered.

What determines whether an email is delivered or not?

To prevent an email from ending up in the spam folder, it used to be necessary to ensure that it didn't look like spam.

Back then, spam filters looked for specific words and terms to determine whether emails were marked as spam or delivered.

If your emails did not contain any or very few of these words, it was delivered, otherwise it ended up in the spam folder immediately.

The principle still applies today, but email providers are now resorting to more innovative methods.

The provider now also takes the open rate and response rate into account to determine whether the email is being delivered. This has both advantages and disadvantages.

You can use programs like GlockApps to determine your spam score before sending out your next email campaign.

However, if your emails load into the spam folder, you have no chance of ever getting them out of there.

Gmail automatically deletes emails that have been in the spam folder for more than 30 days. So if the user doesn't check the spam folder, your emails will disappear unread.

If the user checks their spam folder, they can mark your emails as “not spam”, so there is still hope.

It would be better, however, if your emails did not end up in the spam folder in the first place.

However, providers are strict and mark emails as spam very quickly, so let's take a look at the most widely used spam filters (and their triggers).

Widely used spam filters (and how to bypass them)

According to Litmus, Gmail is one of the most popular email providers.

Gmail's spam filter is pretty strict. But so do other providers.

If the user has activated the “Blatant Blocking” function, Gmail will delete the email. before it can be delivered. This is especially the case with emails that are obviously spam.

The bulk email filter then fishes out the rest of the emails that could be spam.

The user can then refine and realign his spam filter by marking new emails as spam.

However, that's only the tip of the iceberg. The user can also adjust the setting of the spam filter individually.

And how can you escape the spam filter to get a good ROI?

There are several strategies for doing this.

You should use merge tags to make your email sound more personal.

Ask the recipient to include your email in the distribution list so that it doesn't end up in the spam folder so quickly.

To do this, you can add a button so that the recipient can mark your emails as secure.

Even your IP address can trigger the spam filter. Many providers mark e-mails that have already been marked as spam in the past and come from the same IP address as spam again.

Programs like MailChimp can help here, because they deliver your e-mails from their own servers.

The program also has numerous templates that you can use. So you don't have to program your emails yourself, because a small mistake in the source code can turn it into spam.

Since opening and click rates also influence the spam filter, you should always test your emails before delivery.

The so-called A / B test is offered by most providers, including MailChimp.

Simply create several different versions of your newsletter and send them to a segment of your recipients. You can then compare the results of the campaign with each other.

One can quickly get the impression that the provider wants to boycott your e-mails, but that is not the case.

The spam filter even benefits you, because if you format your emails correctly, you have less competition to deal with, because your newsletters end up in the inbox of your recipients, not in the spam folder.

Now you know how to bypass the spam folder. And how do you ensure that the e-mails are delivered?

To do this, you first have to take care of your contact list.

Build and expand a contact list

You don't have to spend any money to build a contact list.

And you shouldn't buy your contacts either.

A contact list should always be organized organically, because if the subscriber signs up for your newsletter of their own volition, the opening rate is also much higher. Recipients who don't know your company or brand would not open your newsletter.

You can counteract spam by paying special attention to the quality of your contact list. In this case, there are fewer spam messages and the provider does not send your e-mails to the spam folder.

Users should be able to register for your newsletter on your website.

To get more subscribers, you can give your website visitors a special offer or an incentive to get them to sign up for your newsletter.

H&M offers a 20% discount:

BaubleBar offers a 15% discount:

But it doesn't necessarily have to be a price reduction. Alternatively, you could give away an e-book with inside information.

If your visitors have a good reason to sign up for your newsletter, you can get more subscribers.

As soon as your contact list is filled, you have to take care of the content of your emails. For example, your newsletter should have pictures, but too many pictures are not good for ROI either.

Fewer pictures in the newsletter

Images attract the reader's attention.

Here is an interesting picture from GetStat:

Sweet is not it? So your newsletter should contain pictures.

But don't overdo it either.

Emails that contain too many images are marked as spam. If you are not careful, your newsletter will end up in the spam folder.

The pictures shouldn't be too big either, because that too can be a warning signal.

In addition, many images are not displayed correctly because the recipient has deactivated the relevant function. So if your newsletter contains a particularly large number of images, they may not be displayed correctly at all.

43% of all emails are blocked because of the images they contain, so you should limit yourself to one image per email.

But this picture must be interesting. The email from ToneItUp in the example below contains a GIF. This one image is enough to attract the recipient's attention, but does not overwhelm them and does not distract from the content.

A good solution.

The readability of your emails should always be in the foreground. Your picture must also contain alt text so that a description is displayed if the recipient's email program does not display your picture correctly.

Once you've taken care of the images in your emails, you can move on to the next step. You should have your emails authenticated in order for them to be delivered.

Have emails authenticated and add a reply-to address

If you use an e-mail program, e.g. B. Campaign Monitor, you can have your emails sent from your domain authenticated, like Pipefy in the example below.

Email providers prefer authenticated domains because they show that it is a real company and a legitimate email campaign.

The authentication lets the provider understand that your email is not spam because it contains the official name of your company.

The email is delivered correctly and you can increase your sales.

The same result can be achieved with a reply-to address.

Google and Outlook prefer e-mails with a reply-to address because spammers usually don't allow this. Spam is simply ignored or deleted, no user would reply to spam.

If the recipients reply to your e-mails, this is a positive signal and shows the provider that your e-mails are not spam.

E-mail senders like [email protected] should therefore be avoided.

This sender gives the recipient the feeling that you do not want to be contacted and that in turn has a negative effect on customer loyalty.

Use a correct sender instead, e.g. B. [email protected], such as the Maven Clinic in the example below.

Your recipients can reply to you and the email provider interprets this as a positive signal.

This strategy can prevent your newsletters from ending up in the spam folder. A double opt-in can also be helpful.

The double opt-in

With a double opt-in, the subscriber has to confirm their email when they register for your newsletter before the newsletter can be delivered.

With a single opt-in, the subscriber only needs to enter his or her email address in order to receive the newsletter.

However, 79% of all companies use the double opt-in.

In this case, the recipient will only get on the mailing list when he confirms his email address by clicking on a link.

There's a good reason for that.

You can protect your mailing list from spam bots and users who are actually not interested in your content so that your newsletters are not accidentally marked as spam.

The users who get your emails are interested in the content and therefore your ROI will be higher.

So ask new subscribers to confirm receipt of your newsletter so that you can be sure that they really want to receive your emails.

Now all you have to do is segment your contact list.

Segment the contact list

You can't send the same email to all recipients. You need to segment your contact list.

This way, you can only send your contacts the newsletters that they are really interested in.

You probably already know that segmenting the contact list has a positive effect on open and click rates. If you haven't segmented your emails yet, you should do so now.

MailChimp found that segmented campaigns were opened 14.64% more often and 59.99% more clicked.

Of course, this also has a positive effect on your ROI, because you can then win more customers.

Amazon is a good example. Your emails are always segmented and precisely tailored to the respective customer.

Here is an email with new product suggestions that go with my recent purchase:

The email is relevant and that increases the chances that I will open the email and click a link.

In this way, the provider is made to understand that I want to continue to receive e-mails from Amazon and that they do not end up in the spam folder.

There are many strategies for segmenting email, but demographic segmentation is particularly common.

You can segment your contacts by age, gender, income, or other characteristics.

The segmentation according to behavior is also possible. This can have a particularly big impact on the ROI and the delivery of your emails.

You need to track and measure your open and click rates. This feature is provided by the e-mail program, but I'll go into that in more detail now.

If you want to compare your opening and click rates with the average results in your industry, you can use this statistic from

You can also segment your contacts by location or place of residence to target customers in a specific city.

Another possibility is the segmentation according to the phase of the sales funnel in which the potential customer is currently in order to send relevant messages and offers to this customer.

For example, you could reach out to customers who have made a purchase, such as Amazon, and suggest suitable products to those customers.

Once you've segmented your contact list accordingly, you need to make sure that your results are being measured and recorded correctly.

This data can be used to determine immediately whether the e-mails are being delivered, and you can make changes at lightning speed to achieve better results.

Measure and track results

Of course, you have to send the right content to your recipients. But that's not all.

If you want to master email marketing, you need to make sure your emails get delivered and appear in the recipient's inbox.

They must not end up in the spam folder and the user must open the e-mails.

But how do you know if they are being delivered or if the recipient clicks on the email? To find out, you need to track your results.

ContactMonkey's email tracking is ideal for tracking leads and emails.

You can see your results in real time and immediately see who opened your emails, where the user was and which device he was using.

You can also see if the recipient clicked a link. You can even link ContactMonkey to Salesforce.

Yesware is also a good option.

This program also shows who has opened your emails, which links the recipient has clicked and whether they have downloaded an attachment.

MailChimp provides you with reports on the results of your campaigns.

You can see the growth of your target group from these reports, determine the interaction rate and the performance of the campaign and read everything conveniently in the dashboard.

Another great program for tracking results and delivering newsletters is Campaign Monitor.

You can read the numbers directly on the dashboard. In the “Campaign Performance” area you can see how many emails could be delivered.


If the ROI of your email campaign is too low, it is likely that it will not be delivered.

Email marketing has the best ROI compared to other marketing methods, so you should work on delivering your newsletters.

If your newsletter ends up in the spam folder or doesn't get delivered, you won't reach the recipient in the first place, but luckily there are a few methods you can use to fix this problem.

You need to grow your contact list organically and should offer a double opt-in.

Your newsletter must also not contain too many pictures, otherwise they may be marked as spam.

Get your emails authenticated and use a reply-to address so that the recipient can reply to your emails (because this shows the email provider that your company and your emails are legitimate).

Segment your contact list so that your recipients only receive relevant and personalized emails. In this case, the recipient is more likely to interact with your email and its content, which Gmail and Outlook then take as a positive signal.

Use an email program to track your results. With such a program you can view the reports of your advertising campaigns and make changes if there are problems with the delivery.

Do you have a few tips ready to help improve the delivery and ROI of newsletters?