For many of our clients, email marketing through Eventsforce is an important part of promoting their events and conferences. As such, they spend a lot of time and effort making them as effective and targeted as possible. They want the message to be understood and acted upon. However, the message and subsequent action or registration is lost if the email never gets through. This not only wastes time but can threaten the very success of the event itself.
Sending large numbers of emails through Eventsforce can result in some of them being labelled as junk email or “spam” by the recipient’s mail server or mail application. This is because mail servers use a variety of methods to “score” each email, if the score is too high then an email will be classified as spam.
If you want to reduce the chances of your emails being blocked, here are a few guidelines you can follow to reduce your spam score and minimise the risk of your emails getting marked as “spam”.
Include descriptive text
An email containing only a clickable link that takes the user to a registration page is likely to be marked as spam. Similarly, emails with lots of images and not much text will also get a high spam score.
Adding some descriptive text to your email will help to avoid this, and will also help the reader understand better what your email is about.
Avoid linking to images
Linking to images that are held on a server elsewhere can increase your spam score. It is better to upload pictures into the email itself using the upload feature in the text editor than to refer to images held on a server elsewhere.
The most effective way of telling spam filters that Eventsforce is allowed to send email on behalf of your domain is to add the Eventsforce servers to the list of allowed email for you domain name. This is called an SPF (sender policy framework) record.
To do this, you will need to contact the person who is responsible for managing your domain and ask them to add “include:spf.eventsforce.net” to the SPF record for your domain.
Use a “sender” address
If you are not able to configure SPF, you can use a “sender” address to tell receiving mail servers that Eventsforce is sending email on your behalf. To do this, change the “Sender email address” in the “System Defaults” screen to firstname.lastname@example.org. Note that this is a system-level change and will affect all events in your account.
Using a “sender” address will greatly reduce the likelihood that your emails will be marked as spam. The disadvantage of this approach is that recipients will see the sender address, for instance “From email@example.com on behalf of firstname.lastname@example.org”.
You may need to use a “sender” address if you have configured SPF on an event domain but not the corresponding company domain. As an example, imagine we have a company with a domain “somecompany.com” that has an event domain called “somecompanyevents.com”. The Eventsforce SPF entry has been included for “somecompanyevents.com”, but not for “somecompany.com”. In this case you should configure a sender address of email@example.com.
Test your email for “spamminess”
Brandon Checketts have a nice tool which can be used to test the “spamminess” of your email content and the configuration of your account:
Send an “ad-hoc” or test email to the address given on the page, and then check the report for that address.
If you would like to discuss anything you have read here and how it affects your emails please contact our Support team on +44 (0)845-680-6826 or email firstname.lastname@example.org