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Understanding the Spam Score of an Email

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Your Email's Spam Score - Why is it important?

You decided to purchase LeadOutcome because you want to automate your marketing.  You want to be able to automatically and systematically reach thousands of people with a click of a send email button, with a click on a form submission, with a view of one of your web pages, with the watching of a video, with the open of an email, and on and on.

Well if your email infrastructure is not in place, all your hard work of building out your  funnel, your 1-click emails, your campaigns, your landing pages, your forms, your tags, your filter lists, and your rules, will be for not.  All you have to do is send a 1-click email out to 10,000 people and with the score below no one will get your message.
 

So Lets fix it!  

This is the point in this article where if you are not technical, you can hit the eject button.  If you run into this kind of score, let us get it resolved for you.  Click on the link below and purchase an hour of support and an LeadOutcome expert will look at your report and help you make this problem go away.

HIRE A LEADOUTCOME EXPERT

If you are technical, grab a cup of coffee and read on.  Next we are going to look at the Spam Score Report Card and break it down so you can understand what you need to do ensure that your bulk emails will reach your prospects inboxes.

Only Opt-In Leads .... Please!

Do not send email to people who are not expecting emails from you.  Bad idea!  I am not kidding.  Your account will be suspended.  Your domain will get registered on the spam lists.  Yes your email address.  Who knows the spam cops might come knocking at your door at home. Kidding about the last comment.  There is a better more productive way.  If you need high quality leads, go check out LinkedIn Success Booster Kit.  A much better use of your time and energy.

Generating Your Email Spam Score Report Card

After you click on the Check Spam Score button, the process for generating your email spam score report card begins.  Be patient as this can take 15 to 30 seconds as we are taking your email through the full LeadOutcome email infrastructure.  We want  to analyze every step in the process so we can ensure that when you send your email to thousands of leads you will have incredible deliverability rates.

Notice the call out above each time you check your spam score, there is a link below where  you can review your past scores.


Your Spam Score - What is Good and What is Bad?

What is good and what is bad?  Your deliverability score is based on a scale from 0 to 10

  • 0 - No way in H#$% your email is hitting an inbox

  • 10 - You are going to have a very high success rate

  • Anything greater than 7 is very good!

    Anything below a 5 is very bad!


 

Breakdown of each Section

LeadOutcome leverages a popular open source tool called SpamAssassin to help determine your spam score and determine how well your email will deliver.  The sections are broken down into the following.  Lets look at each one individually.

Your Message

Here we show you who the message is from, the bounce address, and html version of your message, a text version.  LeadOutcome automatically generates a text version of your email.  We do this because it helps your deliverabilty.  It is rarely used because most email browsers today accept html.  Nothing here for you to typically pay attention to.

SpamAssassin thinks you can improve

This is an import section.  What you are looking for here is negative numbers in red.  Those items you need to address

DKIM_SIGNED DKIM_VALID - LeadOutcome will automatically put an electronic signature called DKIM onto every email you send out.  DomainKeys Identified Mail (DKIM) lets an organization take responsibility for a message that is in transit.  We are letting everyone know that LeadOutcome is taking on that responsibility.

PLING_QUERY - Subject has exclamation mark and question mark
You don't want to put that in the subject of an email as that will get flagged as a likely spam message

RCVD_IN_DNSWL_NONE - LeadOutcome has registered with this whitelist service in order to improve your email deliverabilty

SPF_PASS - An SPF record is a type of Domain Name Service (DNS) record that identifies which mail servers (LeadOutcome) are permitted to send email on behalf of your domain. The purpose of an SPF record is to prevent spammers from sending messages with forged From addresses at your domain.  If this fails for you, your email deliverability will not be as good.   We strongly recommend that you do not use a yahoo, gmail address when sending email out to thousands of leads.  Instead get yourself a domain for your business and setup your SPF record to point to LeadOutcome email servers.  If you need help getting this setup for your HIRE A LEADOUTCOME EXPERT for an hour and we will get it done for you.  You will only have to do this once.

If you are getting a negative number, please add

"v=spf1 include:mailgun.org ~all"
_dmarc.yourdomain.com. "v=DMARC1; p=none"

-2.199 TVD_SUBJ_ACC_NUM - Subject has a spammy looking monetary reference

This means you need to change your subject otherwise your email will likely end up in spam.

URIBL_DBL_ABUSE_REDIR - Contains an abused redirector URL listed in the DBL blacklist.  What is going on here is this email uses a http://bit.ly link shortener.  the penalty is only -0.001.  Has low impact, but it is good for you to know we are inspecting every link in your email.
 
 

Email Address Inspection

Once again what you are looking for here is negative numbers in red. 
LeadOutcome has a pool of email servers where each server has a unique domain associated with it.  We use this pool to protect you and all the LeadOutcome members who send email responsibly from those members who choose to send spam.  If someone sends spam and it is reported to us, we will decommission the email server and replace it with another email server from the pool and suspend the LeadOutcome members account.  That email server will go through a healing process usually takes a few weeks, where we get the reputation of the email servers IP back up into the high 90's and then put email server back into the pool.

Below contactinstantly.com is one of our domains.  The system is confirming the SPF recording is valid when it says

"[SPF] Your server 209.61.151.129 is authorized to use postmaster@contactinstantly.com"

If you are getting a negative number, please add

"v=spf1 include:mailgun.org ~all"

[Sender ID] entreprenewher.net does not allow your server 209.61.151.129 to use shan@entreprenewher.net.  

Notice this has a -3.  This is important to get fixed because it will effect your deliverability.   If you need help getting this setup for your HIRE A LEADOUTCOME EXPERT for an hour and we will get it done for you.  You will only have to do this once.  If you want to take it on yourself, click on the plus sign and follow the instructions on the changes that need to be made to your dns records for your domain.  Then re-check your spam score. 

You do not have a DMARC record.  You can safely ignore that

If you are getting a negative number, please add


_dmarc.yourdomain.com. "v=DMARC1; p=none"

Your server 209.61.151.129 is successfully associated with rs129.mailgun.us.  LeadOutcome using mailgun as a transactional service to do the delivery of your emails.  All this has been setup properly


 

Your message is safe and well formatted

Here we are inspecting the your message to make sure your HTML email has been formatted properly.  That there are no invalid html tags.  Having a not properly formatted email message will cause the best emails to end up in spam.

Also notice the weight of the html version of your message 3kb.  What we are looking for here is when you upload and image, that the image has been optimized for the web.  Worst thing you can do is write a great email and attach an image from your phone that causes everybody to have to download a 2mb image file.  That just makes everyone angry and causes your email to end up in spam.

All your images have an alt attribute - whenever you add an image to an email, make sure to set the alternate message.  Just double click on the image after you added the image in LeadOutcome to your email and put a nice description of what the image is.  It is very common for email services like gmail to by default not display images in an email.  So don't forget to do that, you want people to see those images, it is the difference between people taking action to get to know you and letting an opportunity fall through the cracks.

Your message contains a List-Unsubscriber header - LeadOutcome automatically adds this for you to each email you send out.  It is primarily used by email services like live, outlook, to give people an easy way to unsubscribe from your list.  Not having this can be the difference between you ending up in spam vs not.

You're listed in 1 blacklist

Unless you have a dedicated IP address for your email domain, you are sharing the same ip address with the other LeadOutcome members.  What that means is when you send a message the system will choose an email server from the pool.  That email server has an IP address that uniquely identifies it.  When the server connects to an email service provider (ESP) like gmail, gmail will look lookup the IP reputation of the email server to determine if email coming from this server should be allowed access to it users.  If you are listed in these blacklists your email will not go through.

SPAMCANNIBAL - Is a blacklist directory which is known to extort money to get delisted.  You can safely ignore this.  Most ESP are aware of this and do not take it into consideration. 




Broken Links

The last check that is done is to verify that your links in your emails go to valid web pages.  Quick way to get your email into spam is to send an email out with broken link.  Once again what you are looking for is listings in red.  If you have any, go fix the links and re-check your spam score.

 

Check Spam Score Costs

LeadOutcome uses a service from http://www.mail-tester.com to perform the Spam tests.  Your first 20 tests are free.  Thereafter there is a cost.  The system will prompt you to add more tests.

 

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