Even though people sign up to receive messages from you, it doesn't mean they will ever see them. Why? Because many email servers including Gmail and Yahoo! have created new tools and features that allow people to set filter limits and prioritize incoming messages. For marketers, even well-meaning ones that want to provide quality content, email messages may never reach subscribers if these new setting features keep them out.
Add Me to Your List!
One way to decrease the chances of ending up in a subscriber's spam box or lost in secondary inboxes is to ask them to add your email address to their priority contacts list. Ask people to add your email when signing up and again in your welcome email.
Hey! It's Me
Since most people will briefly browse their spam folder before deleting messages, make sure they find your email and move it to their inbox. Include your name in the subject line along with familiar sounding headings so people can pick your mass email messages from the crowd.
You should also consistently send email content from the same email address. This lowers the chances of being labeled as 'spam' and lets people know the message is really from you.
Track Open Rates
Unfortunately, you're going to have to spend more time tracking open rates to make sure your messages are being read regularly. If you notice a sudden decrease in open rates, chances are your messages are going unopened because it's ending up in subscriber spam folders. Post a comment about the decrease on social media and blog pages to implore subscribers to add your email to their contact list or at the very least, check their spam folder more often.
Constant Competition
Email marketing has become a competitive arena that's only going to become more competitive. You need to have a plan in place to remain relevant to subscribers. This plan should include producing quality, helpful content, getting people to add you to their contact list, and using social media as an alternative way to contact subscribers. Don't rely solely on email marketing anymore to sell goods and services. As email servers become more sophisticated in providing people with more control over their inboxes, you need other ways to connect with subscribers in order to build long-term business relationships.