I work for a manufacturing company and we have our standard newsletter that goes to our marketing contacts. We also have dealers that we need to share product and pricing updates with once or twice a month. Usually, our marketing department creates the emails for the dealers in the Marketing Email tool and sends to a segmented list. Lately however, dealers are saying that the emails are getting caught in spam filters and flagged as a newsletter or other junk. What is the best practice for sending this dealer critical information so that it doesn’t get lost with all the other marketing emails?
Hi @MRipley,
One option would be looking into the dedicated IP address add-on to have full control over your sending reputation: Connect a dedicated IP address for sending emails
Besides that, I’d recommend checking if you completed all of the basic steps of deliverability hygiene (you probably have). I’ll quote from previous post of mine:
Could you confirm that you have connected your email sending domain and set up email authentification (SPF, DMARC)? Both are considered best practice and should help with your email deliverability and would be the first steps towards better deliverability.
In general, similar to SEO, you want to try to pass on as many positive signals about your content as possible. The eventual decision what to do with that content rests with the service provider. With that in mind, here is a list of things that I’d recommend reviewing:
Connect your email sending domain
Use a DMARC policy with HubSpot
Only email contacts who for whom you have a legal basis to communicate
Validate emails before sending to avoid hard bounces at all costs (e.g. Neverbounce, Zerobounce)
Remove unengaged contacts from list regularly for higher engagement rates
Avoid as many spam trigger words as possible
Test the spammyness of your email
@kaburke wrote an excellent email deliverability listicle and @natsumimori also compiled a lot of great resources here. I highly recommend you check out both. Over time, email service providers should recognize you as a trustworthy sender.
Best regards!
Lastly, if you’re working with a close group of dealers, you could ask them to add your sending address to their address book and allowlist your IP addresses: Understand why contacts didn't receive marketing emails
Hope this helps!
Thank you for your help! I will look at how we set up these emails so we can communicate more effectively with our dealers.
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