10 min

Your recipients’ behavior is one of the factors that many ISPs (Gmail, Yahoo!, HotMail, etc.) use to determine whether or not your messages should be delivered to the Inbox or to the Spam folder.

One of the ways to get a stamp of approval from recipients is to ask them to add your FROM address to their address book (or their “Safe Senders” list), which is easily done in most email clients. In fact, many senders now explicitly ask recipients to do just that, even before an email is ever sent to them (e.g. “Thanks for signing up for our newsletter. To ensure that our messages are not mistakenly put in the Junk folder, please add <some_email_address> to your contacts.“).

However, most messages we have seen forget to indicate that there is another, really important way for recipients to help legitimate senders avoid getting mistakenly delivered to the Junk folder. It’s the “No Spam” button. That is, if your messages are – for whatever reason – delivered to the Spam folder, your recipients can help you deliver future messages to the Inbox by flagging them as “Not Spam”.

Note that this can positively affect your deliverability not just into that specific recipient’s inbox, but to all inboxes. Although the exact formula is obviously not shared, we know that ISPs are factoring user engagement into the process of determining whether a message may be spam: multiple recipients clicking on the “Not Spam” button clearly sends a strong signal about the reputation of that specific sender.

Here is the “Not Spam” button shown in Gmail…

… and here is the Yahoo! Mail one:

In your future messages, consider explicitly asking recipients to use the “Not Spam” button in the unfortunate circumstance in which a perfectly good message ends up in the Junk folder.

For example: “If you find this message in your Junk or Spam folder, please click on the Not Spam button to tell the system that this is not spam. Thank you!”

Since user engagement matters more and more, it makes sense to try to engage your recipients in this way too!

Liked this article? We have plenty more in store for you.

Subscribe to get news, tips and updates delivered to your inbox.

Read also

4 Ways To Segment Subscribers And Send Better Emails

A regular email blast every week won’t get you 40x better results than social media. Let's look at 4 different ways to segment subscribers so ...

Read more

Two Must-Have Tools to Customize Emails

Imagine sending emails that are automatically composed with content that best matches each recipient. It's easy: let's take a look at two customization features you ...

Read more

Segmentation + Personalisation + Automation: you can do everything with the Filters

Let's look at the activities which can be performed with them to take your Email Marketing strategy to an advanced level. Our launch post promised you ...

Read more

Deliverability: the MailUp Story

Email design, automation, and segmentation? The main factor guaranteeing a successful Email Marketing campaign may also be the most underestimated. Let's talk about deliverability. We'll ...

Read more

9 Content Attributes That Damage Your Email Marketing

Whether you create your own marketing emails as an eCommerce website owner or work to better your clients’ businesses through email marketing, creating the perfect ...

Read more

Case Study | How Walmart Argentina Boosts the Effectiveness of Automated, Customized Campaigns

We asked Walmart how it enriched the shopping experience through a series of automated and profiled campaigns for each phase of the customer relationship. Walmart Argentina sought ...

Read more