Expert answer · 1 min read

How do I prevent Black Friday emails from going to spam?

As an e-commerce marketer preparing for Black Friday, I'm deeply concerned about my promotional emails potentially being flagged as spam. I've invested significant time and resources into crafting compelling Black Friday campaigns, but if these emails don't reach customers' primary inboxes, my entire marketing strategy could be compromised. I need a comprehensive approach to ensure high deliverability, maintain sender reputation, and maximize the chances of my Black Friday email marketing success.

The short answer

Prevent Black Friday emails from going to spam by warming up your list 2-3 weeks before, removing unengaged subscribers, using a verified sending domain, avoiding spam trigger words ('FREE!!!', all caps), and maintaining a text-to-image ratio above 60% text.

In depth

Keeping Black Friday Emails Out of Spam

Email deliverability during Black Friday is under maximum pressure. ISPs see millions of marketing emails simultaneously and apply stricter filtering. Get ahead of it 2-3 weeks before.

Deliverability FactorActionPriority
Domain authenticationSet up SPF, DKIM, DMARC recordsCritical
List hygieneRemove 6-month non-openers before BFCritical
Warm-up sendingSend value emails 2-3 weeks beforeHigh
Avoid spam wordsNo "FREE!!!", "ACT NOW", "URGENT!!!" all capsHigh
Image-to-text ratioAt least 60% text content in emailMedium
Unsubscribe linkVisible and functional (required by law)Critical

Test Before Sending

Use Mail-Tester.com or GlockApps to check your spam score before your main Black Friday send. These tools flag deliverability issues before they affect your revenue.

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