Email open rates play a major role in the success of email marketing services. However, before a consumer can even consider clicking on an email and reading it, it has to be delivered. Spam filters and other tools are in place to protect individuals from misleading emails, identity theft and a variety of other unwanted emails. These tools take authentication technologies, CAN-SPAM compliance, ISP filtering and complaint thresholds into consideration, as well as a variety of other solutions for minimizing the amount of email that is delivered into a consumer’s inbox that he or she simply doesn’t want.

For a business looking to implement a successful email marketing solution, spam isn’t a category that you want to get placed into. According to Visibility Magazine, there are a few steps that a company can take to ensure that their email is delivered. Ensuring consumers open it is another matter.

Don’t buy lists
Purchasing email lists is perhaps the worst thing a business can do unless they want their email to end up in the Spam folder rather than the inbox. According to the Visibility, a purchased list may have millions of email addresses on it, but a business is ensuring that its email gets caught up in spamtraps faster this way. Even appended lists are likely to send email into spamtraps – ensuring that the marketing address gets labeled as spam across a variety of ISPs.

Don’t oversend
Getting too much email is just as bad as getting a single unwanted email. Consumers may feel that their inbox is getting overwhelmed and start automatically deleting emails, resulting in spam flags being raised by the service provider. Eventually the mail will automatically be dumped into the spam folder and never reach the recipient in the first place.

Ultimately, the best way to increase deliverability and raise open rates in the long run is to invest in email list management solutions that focus on CAN-SPAM compliance and not bombarding the customer.