Not junk – If people move your email out of the junk folder, this is considered a very strong, positive signal that your campaigns are relevant and worthy of making the inbox. Reply – If people respond to your email campaigns (via reply email), this is seen as a good signal and helps improve your reputation with email providers. Open – If a user frequently opens your campaigns, this is seen as a good signal that your campaigns aren’t spam and helps your emails make the inbox. Specifically, they look at the following factors: Good Signals They then use this information to determine whether your latest campaign makes it to the inbox or not. Now, whenever you send a new campaign, inbox providers like Gmail and Outlook actually look at their user engagement and previous interactions with your past campaigns. These days however, email providers like Gmail, Yahoo and Outlook have gotten a lot more advanced with their methods. Phrases like ‘Lose weight fast’ and ‘double your income’ were all obvious signals that would increase your spam score and cause your campaigns to get caught in the spam folder. In the past, spam filters would analyze the content of your campaigns looking for signals that determined whether they should send your emails to the inbox or not. However, if your campaigns aren’t making it past the spam filter, then they’ll never be delivered to the inbox, and won’t have the chance to be opened, clicked or drive results for your business. There are a number of steps your email campaign goes through in order to drive results for your business.īefore you generate a single website visitor or sale from your campaign, your email must first be delivered to your subscriber’s inbox, opened, and finally clicked. Spam filters are similar to a sales funnel: While this might seem a bit technical, it matters to marketers. These spam filters act like a shield, analyzing incoming emails and allowing the good ones to reach the inbox while filtering the bad ones into the spam folder (or rejecting them completely). 
In order to protect their users, inbox providers like Gmail, Outlook and Yahoo Mail use spam filters to help ensure these messages don’t clutter up their user’s inboxes or worse, harm their users. In fact, companies lost $676 million to spam emails from fake vendors in 2017. According to estimates, there are over 180 billion spam messages sent every day.
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