How do you ensure email deliverability and avoid spam filters?
Theme: Deliverability Role: Email Marketing Specialist Function: Marketing
Interview Question for Email Marketing Specialist: See sample answers, motivations & red flags for this common interview question. About Email Marketing Specialist: Creates and manages email marketing campaigns. This role falls within the Marketing function of a firm. See other interview questions & further information for this role here
Sample Answer
Example response for question delving into Deliverability with the key points that need to be covered in an effective response. Customize this to your own experience with concrete examples and evidence
- Building a clean & engaged email list: Regularly clean and update the email list to remove invalid or inactive email addresses. Use double opt-in to ensure subscribers are genuinely interested in receiving emails. Encourage subscribers to whitelist your email address to avoid spam filters
- Creating relevant & engaging content: Craft personalized and targeted emails that provide value to the recipients. Use segmentation to send tailored content based on subscribers' preferences and behaviors. Avoid using spam trigger words and excessive capitalization in subject lines and email content
- Optimizing email infrastructure: Authenticate your emails using SPF, DKIM, and DMARC to prove sender legitimacy. Use a reputable email service provider (ESP) with good deliverability rates. Monitor email deliverability metrics and take necessary actions to improve performance
- Testing & monitoring: Regularly test emails across different email clients and devices to ensure proper rendering. Use email deliverability tools to check spam scores and identify potential issues. Monitor bounce rates, open rates, and click-through rates to identify any deliverability problems
- Complying with email regulations: Follow email marketing regulations such as CAN-SPAM and GDPR. Include clear unsubscribe links and honor opt-out requests promptly. Maintain a good sender reputation by avoiding spam complaints and blacklisting
- Continuous improvement: Stay updated with industry best practices and changes in email deliverability standards. Analyze email performance data to identify areas for improvement. Implement feedback loops and engage with subscribers to understand their preferences and needs
Underlying Motivations
What the Interviewer is trying to find out about you and your experiences through this question
- Technical knowledge: Assessing your understanding of email deliverability and spam filters
- Problem-solving skills: Evaluating your ability to troubleshoot and resolve deliverability issues
- Experience: Determining your familiarity with best practices and strategies to ensure email deliverability
- Attention to detail: Checking if you pay attention to email content, formatting, and compliance with spam filter guidelines
- Communication skills: Assessing your ability to explain complex technical concepts to non-technical stakeholders
Potential Minefields
How to avoid some common minefields when answering this question in order to not raise any red flags
- Lack of technical knowledge: Not being able to explain the technical aspects of email deliverability and spam filters
- Vague or generic answers: Providing general statements without specific strategies or tactics
- Overconfidence: Claiming to have a foolproof method without acknowledging the ever-evolving nature of spam filters
- Ignoring sender reputation: Not mentioning the importance of maintaining a good sender reputation through authentication and list hygiene
- Neglecting engagement metrics: Not discussing the significance of monitoring open rates, click-through rates, and subscriber engagement to improve deliverability