How do I keep my email out of spam?

Feb 3

Why all this hype around bulk email?

Why the hype around email marketing? Google and Yahoo have implemented some new rules around improving email security and reducing spam. If you send emails from your CRM (Customer Releationship Management) of Studio software then this will apply to you. The new rules have huge implications for those sending 5000+ emails but even us little guys need to pay attention. I’m sure you’ve experienced your clients not receiving your automated emails because they land in spam.

Unfortunately for many, the fix to this is somewhat technical and seems overwhelming. This is why I’m writing this blog post. It was even overwhelming for me when I did it but it was not hard. There are so many help articles with step by step instructions. What I find to be the hard part in talking to fellow photographers is that they are not sure who provides different services so they wouldn’t know which help documents to follow. That’s where I come in. I will give you a list of what details you need from your own setup and how to find the help. there is no way I can give help to all the combos of websites, email marketing services and domain registrars. But what I can do is help you find it!

You can check on your email at this website to see if there is a reason your emails aren’t being delivered: https://www.mail-tester.com

More info from Google on the new rules:

https://blog.google/products/gmail/gmail-security-authentication-spam-protection/

What do I need to do?

The short laymen’s terms answer is that you will need to update your records on your domain (your “mycompany.com” provider) to authenticate your email service or provider. Whether you use a gmail, google workspace, or an email from your website, you will need to make these changes. You do this so that your emails that you send do not end up in the spam folder.

First you need to know who provides what for you! Let’s define these things so that you don’t get lost.

Domain Registrar or Provider: This is the company where you bought your domain name (ie. the www.yourdomainname.com). A domain registrar, sells the domain name (usually an annual expense) and they register the ip address (the internet address of your website). Some examples are: GoDaddy, AWS (Amazon), Google, Enom, Namecheap, Bluehost, etc.

Domain/website host. This is the company who actually hosts the content of your website. This is the service that you use to post images and contact forms, etc to your website. Sometimes they are the same as domain registrar. Not all website hosts offer registrars services as well. Examples are Squarespace, pixieset, Bluehost, Hostgator, etc.

Email provider: This one is obvious - who do you get your email address from? If you have an email with @gmail.com (the free one) then it is google and you will want to change that if you want your emails to get to your prospects and clients. If you get your email from Google but you use your domain (for ex. danielle@daniellewoodsphotography.com) then Google workspace is your provider. Maybe you get your email from your website host.

Email marketing provider: This may be more than one answer. If you are sending automated emails from your studio management system or CRM, then that would be your email marketing provider. You may be using a service like Mailchimp, FLowdesk, etc to send newsletters or drip campaigns. This would be your provider. You may be doing both so you’ll need to know both of these.

Where do I find my info?

For some, the simple task of knowing which company you use for what is confusing. We all set this up awhile ago and forget who it is because it was set and forget (which we promptly did). No worries…..below has information to help you figure it out.

Domain Registrar or domain provider

Examples: AWS (Amazon) , GoDaddy, ENOM, 1&!, Bluehost

How do I find: Go to: https://lookup.cann.org/en and enter your domain name and click lookup. Scroll down to the Registrar for your answer

Website host

Examples: Squarespace, pixieset, Google, Bluehost, Dreamhost, etc

How do I find: Go to this website: https://digital.com/who-is-hosting-this/ Enter your domain in there and it will tell you.

Email provider

Examples: Google, google workspace, your website host (squarespace, pixieset, etc)

How do I find: Look at your monthly bills and see who you are paying for ermail.

Email marketing platform

Examples: Your CRM (SproutStudio, 17hats, dubsado), Mailchimp, Flodesk, Constant Contact

How do I find: If you don’t know then look at your monthly bills.

Now that I found it, what do I need to change?

Here is where I will mostly point you to help documents for your provider service. There are 3 basic steps but are specific to the platforms you use on how to do those steps.

Setup DKIM in your email AND your email marketing provider (Google Workspace, Sprout, 17hats, Mailchimp, etc)
Google Gsuite
Sprout
17Hats
Mailchimp
Setup DKIM with your domain registrar/provider (AWS, EMOM, GoDaddy, etc) . If yours is not listed below you can google search “[Your domain provider] DKIM TXT record setup”. You will add the DKIM records that you created in step 1.
Here are the instructions I found for a few popular ones:
Go back to your email provider (in step 1) and verify your email.

Repeat this cycle for each email you have , and each email marketing provider you have. For example, I have two emails: danielle@daniellewoodsphotogrpahy.com and info@daniellewoodsphotography.com. I have to do these steps for each one. I also send emails in Sprout Studio for my automation and email marketing. I have to update for this as well.

Do I have to keep doing this?

The good news is NO! If you change your email, website provider or email marketing, then you will have to update it. However if you do not change any of your providers then you will not need to change it.