There are many things that can be done to minimize the chance of your Mailchimp EDM going directly to your subscribers spam folder. These include not using spammy words (e.g. You’re a Winner! and Viagra)in your email, having enough text in your campaigns, adding necessary DNS SPF and DKIM records for your domain and so on.
A company approached me recently to help in determining why a large proportion of their campaigns were going straight to spam. It transpired that multiple SPF records had been setup for the clients domain; one for the clients email provider (Google Apps) and one for Mailchimp.
To authenticate and verify your domain so that Mailchimp may send reliably on your behalf you perform the following steps:
- Login to Mailchimp.
- Click your name to the top right of the screen.
- Click Profile.
- Click Settings then Verified domains.
- Click View setup instructions.
- Follow the instructions.
In the View setup instructions window you’ll see something like:
Authenticate example.com with Mailchimp by modifying your domain’s DNS records. These changes allow your campaigns to appear to come from example.com, instead of from our servers. After you’ve made the required DNS changes, please wait 24-48 hours for the changes to propagate.
DKIM: Create a CNAME record for k1._domainkey.example.com with this value:
SPF: Create a TXT record for example.com with:
v=spf1 include:servers.mcsv.net ?all
Adding and amending DNS records does require some experience. Having multiple SPF records for a single domain can cause spam classification issues. My client, who was having Mailchimp campaign delivery issues had the following two SPF records setup on their one domain; v=spf1 include:_spf.google.com ~all (for Google Apps email/Gmail) and v=spf1 include:servers.mcsv.net ?all (for Mailchimp).
I recommended that my client change their SPF records so that they have a single SPF record including both Google Apps email and Mailchimp SPF requirements in a single record thus v=spf1 include:_spf.google.com include:servers.mcsv.net ~all.
Delivery rates are well up.