For those of you who are familiar with email marketing, you know that spam is your worst nightmare. Recently, Gmail has updated his spam filter algorithm. The number one reason that you can be placed in spam is now your content.
You've probably already heard of snowshoe spamming?
This is a well-known spamming technique aiming at spreading email volumes over a large number of IP addresses and domains in order to show better metrics and bypass spam filters.
Basic rules to avoid being mistaken as spam
It’s essential to identify what practices and behavior can make you fall into the “snowshoe spammer” category.
Let me remind you of three basic rules in order to avoid being mistaken as snowshoe spamming.
- Do not send similar content across different domains and IPs. This simply looks spammy. Why would you possibly do that if your emails are legit? If you need backup IPs, that is fine, but spreading the load across multiple IPs and/or domain carries the risk of getting flagged.
- Usually, the more emails you send per day, the more IPs you should use. However, you need to be careful with that and try to send emails from the minimum number of IPs and domains possible in order not to be considered as snowshoe spamming.
- Do I have to use subdomains or multiple domains? You have probably already asked yourself this question while working on an email campaign. Well, it is also important when it comes to snowshoe spamming and the answer is: use subdomains. They are known to be important to build a strong sending reputation.
- Do not add IPs and domains to overcome filtering or rate-limiting challenges.
- Respect the general rule one email subdomain for one emailing purposes. In 2020 ESPs value clarity over anything else. Best, state your purpose into the subdomain. (example: @update.mailsoar.com, to send company-wide updates and announcement)
From the moment you receive a notification telling you that you are considered as a snowshoe spammer, you know that it is time to reduce the number of domains and IP addresses you are using.
If you are thinking that your deliverability issues, make sure to compare your infrastructure and behavior to the definition up there. We can also help audit your infrastructure to give you accurate recommendations.
