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When the software is customized for your individual needs, the job becomes easier. All the functionality your business needs will always be at your fingertips. We offer:

Personalize your content across all channels

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Data-driven marketing involves using customer information to optimize business advertising and marketing communications. Collect data and run it through analytics tools in CDP Altcraft Platform.

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Segment audiences according to accumulated and combined data in the platform and synchronize them with external information sources. Personalize your mailings in different channels using accumulated data and data from external sources.

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Your customers will be able to grow faster and earn more using the new features of Altcraft Marketing. We have prepared for you favorable terms of cooperation on the Revenue Share model. Contact us and find out more.

Advanced and functional HTTP API in Altcraft Marketing will satisfy the needs of developers. API supports JSON and XML formats. It is possible to use queue servers (such as RabbitMQ) to import large numbers of client profiles in real time.

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Create a theme for the form by choosing the appropriate color scheme. Change the style and color of the text. Add photos and YouTube videos to the form. To do this, insert additional code into the required tag.

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An event registered on the platform can be redirected to an external system. This provides endless opportunities for integration. Connect external BI, DMP, CRM and other tools.

In Altcraft Platform, you can set up any scenarios for sending messages through various delivery channels. By analyzing the actions of customers, you can anticipate events many steps ahead. Here are examples of scenarios that can be implemented in our marketing automation service:


Email marketing is one of the most important customer communication channels. Four out of five marketers are more likely to give up social media marketing than email marketing. Here are illustrative examples of the email marketing strategy:


Build messages dynamically based on customer data and specified conditions in the template. This data can be obtained from an external SQL database. Substitute data from an external HTTP service via API or based on data from any web page.

<Img
img="/uploads/how_to_send_emails_without_spamming_ac6acd190c.jpg"
alt="How to Send Millions of Emails Without Spamming"
/> 

There are [**122 billion**](https://dataprot.net/statistics/spam-statistics/) email spam messages sent worldwide every day. That's 85% of the world's email traffic. The scale is impressive and upsetting at the same time. Nobody likes spam, especially mailing services. Therefore, many systems are making war on spam. However, bona fide companies also fall under their sanctions. How to avoid becoming a spammer by accident and send emails the right way? Let’s find it out.

## What is Spam

Spam is unsolicited bulk messages sent via email or other digital channels such as SMS or social networks. Spammers do such mailings without the recipient's consent to a large number of users. In most cases, letters offer goods or services of dubious quality.

### The origins of spam

In the 40s of the last century, the word «spam» had no negative connotation. SPAM was the brand of canned food made by the Hormel Foods Corporation. The company produced it to keep soldiers nourished during World War II. After the war, there were a lot of products left. The Hormel Corporation had to sell them before the end of the shelf life. In short, as quickly as possible. So after a couple of weeks, SPAM canned food ads were all over the place. The product was aggressively imposed on people.

When «junk» bulk messages appeared on the Internet, they began to be labelled with the word «spam». In the beginning, this method could be effective, but now spam messages are annoying. People are used to ignoring them in the large flow of information. But the spam market is not losing momentum.

Spam has penetrated almost all digital communication channels. Besides emails, we run into spam:

- on forums where users leave messages with hidden advertising;
- in comments and private messages on social networks;
- on review sites;
- in messengers and SMS.

Automation has speeded up the sending of spam and increased it significantly. Now a spam bot can replace a person, for example, when spamming on social media platforms. Although it is not too difficult to determine whether you are communicating with a real person or with a machine. Bots are not very smart, you can break their logic with an unexpected answer.

### The types of spam

**Ad spam** is regular marketing emails that are sent to the addresses in the contact list. 

**Fake messages** are letters from ordinary people who are telling their tragic story and asking for money, or promising to give a large amount just like that:

<Img
img="/uploads/spam_message_from_a_real_person_252f145625.jpg"
alt="Example of a spam message from a «real person»"
src="Example of a spam message from a «real person»"
/> 

**Phishing emails** are sent by spammers who try to fool you by impersonating a well-known brand. The From email contains a fake email address. Usually, the user does not even notice it. He understands that he was deceived after following the link. The goal is to obtain personal and confidential data. A link from this letter leads to a fake website where the user is asked to leave his full name, passwords, bank card numbers and other data.

<Img
img="/uploads/Phishing_email_mimicking_Pay_Pal_619b0c8bd9.jpg"
alt="Phishing email mimicking PayPal"
src="Phishing email mimicking PayPal"
/> 

**Malware emails** are letters with viruses. The user clicks on the link and gets a virus on his device.

### Why do users receive spam?

The reason for spam is data that fell into the wrong hands. How spammers get user addresses:

- Data leak — the address was stolen from the contact list of the compromised account.
- Parsing email addresses from websites.
- Using an email generator that iterates over possible options. Some may turn out to be active.
- Purchased email lists — they are sold by unscrupulous companies or individual employees.

### Who is spamming?

Both professionals and random people such as inexperienced marketers can spam. Spammers are divided into:

- **Pros** are mailing services that send out a huge amount of emails. Such teams know their business well, and may even have programmers on staff for more advanced solutions.
- **Email address collectors** use software to check and sell databases.
- **Inexperienced and accidental spammers** are often marketers who do not understand what a newsletter is and do it wrong. A novice spammer does not delve into the details of the mailing, and that's why his letters fall under the sanctions of the services.

In order not to be among the ranks of accidental spammers, it is necessary to prepare for mailing. You need to know the legal, technical and other peculiarities.

## How to avoid spam filters

The spam folder is a sentence for your email. Why? The client will not know about you, the consequences can be more serious: domain disconnection, lawsuits and fines.

To find out why emails end up in the junk folder, you need to evaluate many factors:

- the legality of mailing;
- domain reputation;
- technical settings of the mailing list;
- whether the rules of the mailbox providers are being followed.

Let's take a look at each point.

### The legality of mailing

If you send a commercial email, it must comply with the requirements of the [**CAN-SPAM Act**](https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business). Otherwise, you will have to pay a big fine.

How not to break the law:

- Don’t use false or misleading header information: headers, From names, reply-to addresses, or subject lines.
- Make it clear to recipients that your message is an advertisement.
- Tell recipients how to opt out: provide an unsubscribe link. 
- Tell recipients where you’re located. Your message must include your valid physical postal address: street address, a post office box, or a private mailbox.

### Domain reputation

The reputation of the domain you use to send emails depends on the following factors:

- whether the IP address is blacklisted or not,
- the quality of the email database, 
- whether email authentication passed or not, 
- how many unread emails and spam complaints,  
- how high CTR is,
- the intensity of mailings.

### Database quality

«Bad» addresses in the database also affect the mailing list, so you need to observe email hygiene: clean duplicates and inactive emails.

Possible database problems:

**The address was not validated.** The user left an inactive or incorrect email.

**The base was not used immediately.**

In this case, the contacts become obsolete. This happens if a company collects an email database for a long time in different ways, but does not send out messages immediately. For example, because it is waiting for a certain number of customers in the contact list.

**Errors in the database**

The contact list may contain recipients who have unsubscribed but still receive emails. The risk of receiving spam complaints from such people increases. In the worst case, you can get a lawsuit.

**Spam traps in the database**

Spam traps are email addresses that are controlled by ISP or blacklist operators. Such addresses are used to find spammers. A spam trap can be an email address that used to belong to a real person, but the user hasn’t logged into the account for a long time. Another type of spam trap is a specially created one. If a newsletter arrives at this address without consent, the service may consider it spam. If there are many such addresses in the database, the sender reputation is getting worse.

**Spam complaints**

People complain even when they initially consent to the newsletter. What could be the reasons for complaints:
- unsuccessful or offensive subject line;
- mailing error — the user received the letter again, although he unsubscribed;
- change of the mailing subject — "I didn't subscribe to this";
- partner offers in letters.

**User behavior**

Mailing services count how often users open emails, click on links inside. The fewer clicks, the more likely you are to get into spam in the future.

**Newsletter content**

The service may block mailing if your HTML document is not valid. It is forbidden to use dangerous elements, such as JavaScript, VBScript, Frames, IFrames ActiveX, Java applets, CSS connected to external websites, Meta Refresh, etc. Also, services do not accept the links that were shortened with special tools.

**Intensity and volume of mailing**

Services love predictable behavior. A sudden increase in email volume or sending irregular patterns of emails are signs of spam.

### Blacklists

An email blacklist is a list of IP addresses or domains that have been flagged as suspicious for sending spam emails. There are private and public blacklists. Private blacklists are created by users when they restrict the receipt of letters from a specific sender. It’s not too dangerous. However, if a domain or IP address is on a public blacklist, letters can be blocked on a large subset of addresses from this blacklist. 

The IP address and domain can get into blacklists for:

- sending newsletters to irrelevant addresses;
- a large number of spam traps in the email database;
- sending emails without the recipient’s confirmation.

Therefore, it is important to check if you are on the blacklists. For example, [**MXtools**](https://mxtoolbox.com/blacklists.aspx.) will tell you where you’ve been blacklisted.

### How to maintain your reputation

- Use Double Opt-In and continue sending only when the user has confirmed their email.
- Monitor the ratings of the IP address and domain in special services regularly.
- Clear the database, get rid of inactive contacts and check for errors.
- [**Warm up IP addresses**](how-to-inbox) — increase mailing volumes gradually.
- Monitor the quality of your content and test different engagement techniques if your emails stop opening. But know when to stop and don’t try dubious techniques, for example, clickbait.

### Technical settings and email message architecture

All mailing services support the same standards for spam protection. There are technical headers on the servers from which the newsletter is sent. This is where data about the message is placed. This data determines the reliability of the mailing source.

**What parameters should be in the «correct» letter:**

**RFC (Request for Comments)** is a document that contains technical specifications and standards.

**DNS (reverse DNS lookup and PTR records)** — all servers you use to send emails must have valid DNS records. No auto-generated reverse DNS lookup and PTR records. If reverse DNS is not specified, the mail service will not pass such a mailing.

**IP addresses (WHOIS)**. Never hide IP address data in WHOIS. It is especially important when the hoster has been hacked and spam is sent from your IP. If there is no data about you, the service cannot inform you about the problem and will simply block all mailings.

**Proxy and Relay** are protection against spamming on your behalf. The server does not have to be with an open Proxy server or an open Relay. In this case, anonymous and unauthorized users will not get to it.

**DKIM (DomainKey Identified Mail)** is a digital signature protocol that determines whether the sender is eligible for mailing. The email provider identifies it through a special key.

**SPF (Sender Policy Framework)** is a record that will show from which domains and IP the email will come. This setting must be in all DNS, otherwise, the mail service will send a letter to spam or warn of a threat.

**[FBL](fbl-catalog) (FeedBack Lookup)** is a standard that displays information about spam complaints. Each sender of emails can use FBL to find out which user has complained about which email.

**List-Unsubscribe** is setting the address or URL for unsubscribing. The user can unsubscribe and without clicking through an unsubscribe link.

<Img
img="/uploads/List_unsubscribe_option_in_Gmail_7f2a393c15.jpg"
alt="List-unsubscribe option in Gmail"
src="List-unsubscribe option in Gmail"
/>

**DMARC policy** is a standard that helps domain owners set rules for their mail services. Using them, the postal provider will know what to do with letters that were sent from the owner's domain, but they did not pass email authentication. This will protect against DKIM forgery and the use of services where any fraud can just put any domain. DMARC also helps control technical settings.

### Administrative requirements for mailbox providers

If you want the message to avoid spam filters, the requirements of the mailbox providers must be respected. Otherwise, you may fall under such sanctions as:

- limitation on email volume;
- blocking of sending;
- marked as spam.

Let's take a closer look at the requirements for Gmail.

1. Configure reverse DNS lookup for IP addresses.
2. Separate Form addresses by content type. Use the first one to send promotions, the second one to send receipts and the third one for notifications.
3. Don't send phishing emails from your domain.
4. Don’t send letters on behalf of another domain if you do not have the right to do so.
5. Authenticate messages.
6. Send mail only to interested users who have consented to the newsletter. The service also offers to periodically renew the subscription consent.
7. Make it easy to unsubscribe.
8. Send emails on a specific schedule and start sending small batches. The more letters there are, the slower you need to increase their number.
9. Monitor the reputation of IP addresses: whether they are in blacklists.

<Note>
Important! Always check the requirements of the mailbox providers before sending emails. Even a small violation of the rules can result in a spam folder.
</Note>

### Altcraft Platform for correct mailings

Our platform helps automate marketing processes and develop business. Marketers use it to send emails without additional services. [**Altcraft Platform**](https://altcraft.com/en) allows:

- optimize delivery to the inbox folder;
- bypass blocking;
- speed up delivery for some categories of letters;
- reduce sending costs.

The [**technologies**](anti-spam-system) we work with:

**SPF (Sender Policy Framework)** is a domain authentication technology.

**DKIM (DomainKeys Identified Mail)** is a digital signature that is automatically verified by the recipient's mail server and clarifies its reputation.

**DMARC** will tell the mail service what to do if something is wrong with SPF records.

**BIMI (Brand Indicators for Message Identification)** works with DKIM, SPF and DMARC. Helps to identify companies by the image of the brand next to the subject of the letter. This is additional validation of the sender.

**FBL (FeedBack Loop)** is a standard that shows spam complaints to the sender of mailings.

With Altcraft Platform, there is no need to worry about emails going to spam. Just create your own newsletter or use a ready-made email template.

<Img
img="/uploads/email_template_faf3691914.png"
alt="Email templates in Altcraft Platform"
src="Email templates in Altcraft Platform"
/> 

## Conclusion

The path of email newsletters is a thorny and challenging one. One day emails from any company can end up in the spam folder. But don’t give up this channel only because of the complexity. A competent approach and good service will help to send emails correctly and increase sales.

Learn how to send emails the right way and avoid the junk folder: domain reputation, database quality, technical settings, etc.

medium_how to send emails without spamming.jpg

small_how to send emails without spamming.jpg

thumbnail_how to send emails without spamming.jpg

how to send emails without spamming.jpg

Many systems are making war on spam, but bona fide companies also fall under their sanctions. How to avoid becoming a spammer by accident and send emails the right way? 

How to Send Millions of Emails and Not Get Into Spam

How to Send Millions of Emails and Avoid Spam Filters

![bimi_banner.png](/uploads/bimi_banner_ec673fa3c8.png)

The American mail services AOL, Verizon, Yahoo and Gmail now have the ability to customize the avatar of the email sender for free. This can be done using BIMI, a sender recognition technology that displays the sender's logo opposite the mailing list in the Inbox folder. Here's how to use BIMI records to increase deliverability and brand awareness.

## What is a BIMI record?

Now there is one more way to improve deliverability and reduce phishing attacks. BIMI is a textual DNS record that is used in conjunction with [**SPF, DKIM, and DMARC**](anti-spam-system). The new feature allows email providers to recognize your company and deliver the newsletter to your inbox. With a BIMI record, you can create a unique logo for each domain and subdomain. This way you personalize your newsletter and increase brand awareness among your customers.

## Setting up a BIMI record

Prepare your company logo before setting up a BIMI record. The avatar should be in SVG format, square, without small details, and have no additional layers.

Step one: checking DMARC, SPF, DKIM

BIMI record will not work without DMARC, SPF and DKIM, so we check the settings of all records. Note that the policy for DMARC must be p=quarantine or p=reject.

If you still do not have DMARC, SPF and DKIM records configured, then we advise you to do it right now. The instruction is [**here**](https://docs.altcraft.com/display/UD/Email:+sending+domain+configuration).

Step two: creating a BIMI record

Specify the path to the file with the logo in SVG format and enter the following TXT record in the domain settings:

v=BIMI1; l=[**https://altkraft.com/bimi/bimi.svg**](https://altkraft.com/bimi/bimi.svg)

v — the protocol version, l — the path to the logo in SVG format.

You can also use the [**BIMI record generator**](https://bimigroup.org/bimi-generator/).

Step three: updating a DNS record

Send a test email to the gmail domain. If the BIMI record is configured correctly, a logo should appear next to your mailing list.
 
![result_bimi.png](/uploads/result_bimi_2bbfe69721.png)

## Avatar on Mail.ru and Yandex.ru

You can only set up a BIMI account on American email services: AOL, Verizon, Yahoo, and Gmail. But this does not mean that there is no way to increase your brand awareness on Mail.ru and Yandex.ru.

**Postmaster Mail.ru**

You can install the email sender's avatar on Mail.ru using [**Postmaster**](https://postmaster.mail.ru/). Register the domain you plan to send mailings from and confirm your rights. Go to the "Settings" and at the bottom of the page click "Change avatar".

In the window that opens, add an image with the logo, save and update the page.

![postmaster_1.png](/uploads/postmaster_1_b5579dadc0.png)

The requirements for an avatar on Mail.ru:

-   png format
-   image size not less than 180x180
-   opaque background

Avatar image moderation can take from 10 minutes to several days. Please note that if your domain is not available or is in the process of being created Mail.ru will reject the avatar. In this case, you will receive an email notification.

**Gravatar Yandex.ru**

You can add an email sender's avatar to Yandex.ru via the free [**Gravatar**](https://en.gravatar.com/) service.

-   Go to the Gravatar website and create an account. Gravatar uses WordPress, so you can sign in with your existing WordPress account.
-   In the "My gravatars" section, go to the "Add email address" section and add an email address that you will use.

![gravatar_1 (1).png](/uploads/gravatar_1_1_db429b4a62.png)

After confirming your email address, you can add your logo in the "My gravatars" section. Click "Add a new image" and import the desired image.

![gravatar_2.png](/uploads/gravatar_2_193aae35d0.png)

![gravatar_4.png](/uploads/gravatar_4_fd0052b76b.png)

-   After importing the logo, rate the avatar.

![gravatar_3.png](/uploads/gravatar_3_9184861686.png)

-   Assign the appropriate avatar to the email address that will be used for sending messages.

![gravatar_6.png](/uploads/gravatar_6_2bceff57fd.png)

After completing the configuration on Gravatar, the avatar of the email sender is moderated by Yandex. Verification may take several weeks.

## Conclusions

BIMI is a TXT DNS record that allows you to display your brand logo in your inbox and protect users from email scammers. Currently, you can set up a BIMI record in the following email services: AOL, Verizon, Yahoo and Gmail. You can add an avatar to Mail.ru via [**Postmaster**](https://postmaster.mail.ru/) and Yandex.ru via the [**Gravatar**](https://en.gravatar.com/) service.

If you do not have the BIMI parameter, this is not critical: emails will not get into spam because of this. But if you have 15 minutes free, spend it on setting up the record — this will slightly increase deliverability.


In this article, we'll show you how to use BIMI technology to increase brand awareness so that email providers can recognize your business.

medium_bimi_banner.png

small_bimi_banner.png

thumbnail_bimi_banner.png

bimi_banner.png

Sharing with you how to use BIMI to increase deliverability and brand awareness.

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