Summary
Deliverability issues after a subject line change are often multifaceted. While a subject line change may not always be the direct cause, it can trigger spam filters due to newly introduced keywords or changes in subject line style. This can increase spam complaints, which harms sender reputation and deliverability. Recipient behavior, independent of email program changes, also plays a crucial role. Experts recommend examining emails, reverting to previous subject lines, A/B testing, using subject line testers, and ensuring subject lines are relevant, genuine, and properly formatted. Monitoring deliverability metrics is also advised.
Key findings
- Spam Filter Triggers: New keywords or styles in subject lines can trigger spam filters.
- Increased Complaints: Changes can lead to more spam complaints from recipients.
- Sender Reputation Impact: Sudden changes in sending patterns affect sender reputation.
- Recipient Behavior: Recipient actions (like marking as spam) influence deliverability.
- Misleading content: Use of misleading or deceptive subject lines can trigger spam filters and negatively impact your sender reputation.
Key considerations
- Email Examination: Thoroughly examine the email content and subject line.
- Revert to Previous: Consider reverting to previously successful subject lines.
- A/B Testing: Utilize A/B testing to optimize subject line performance.
- Subject Line Testers: Employ subject line testing tools before sending.
- Relevance and Accuracy: Ensure subject lines accurately reflect email content.
- Proper Formatting: Adhere to proper subject line formatting standards.
- Monitor Metrics: Continuously monitor deliverability metrics.
- Inbox Placement Tests: Ensure emails are being delivered to inboxes, not spam folders.
What email marketers say
8 marketer opinions
Several factors can contribute to deliverability issues after a subject line change. A common theme is the triggering of spam filters due to the introduction of spam-like keywords, phrases, or a shift in subject line style (e.g., more aggressive or sales-oriented). This can lead to increased spam complaints, which negatively impacts sender reputation and deliverability. A/B testing subject lines and monitoring deliverability metrics are recommended, along with reviewing subject lines for potentially problematic terms and aligning them with audience expectations.
Key opinions
- Spam Filters: New subject lines may contain words or phrases that trigger spam filters.
- Subject Line Style: A sudden change in subject line style (e.g., more aggressive) can negatively affect deliverability.
- Spam Complaints: New subject lines can cause recipients to mark emails as spam, impacting deliverability.
- Sender Reputation: Changes impact your sender reputation.
Key considerations
- A/B Testing: A/B test subject lines to identify high-performing, non-triggering phrases.
- Subject Line Review: Review new subject lines for potentially problematic terms.
- Audience Alignment: Align subject lines with audience expectations to reduce spam complaints.
- Deliverability Metrics: Monitor deliverability metrics after changing subject lines.
Marketer view
Email marketer from StackOverflow answers the question saying that a change in subject line could lead to an increase in complaints or flags, potentially causing deliverability to plummet. If the new subject lines are misleading or contain certain words, it could trigger spam filters.
26 Nov 2021 - StackOverflow
Marketer view
Email marketer from Reddit shares that it could be increased spam complaints due to the new subject lines. If users are reporting the emails as spam after the subject line change, that will negatively affect deliverability.
25 May 2023 - Reddit
What the experts say
5 expert opinions
Deliverability issues after a subject line change can stem from various factors. While a subject line change may not directly cause problems, it can lead to increased spam complaints if the new subject line contains suspicious keywords or phrases. Experts recommend examining the email, reverting to the old subject line, reviewing the new subject lines, and split testing different subject lines to identify what works best. It is also worth considering that deliverability issues may be due to recipients objecting to the mail, highlighting that recipient behavior can change independently of changes to the email program.
Key opinions
- Spam Complaints: Increased spam complaints can drive deliverability issues.
- Suspicious Content: New subject lines may contain suspicious keywords or phrases.
- Recipient Behavior: Recipient behavior changes can affect deliverability regardless of email program changes.
Key considerations
- Email Examination: Examine the email for potential problems.
- Subject Line Reversion: Consider reverting to the old subject line.
- Subject Line Review: Review the new subject lines for problematic terms.
- Split Testing: Split test different subject lines to optimize performance and avoid spam filters.
- Inbox Placement Tests: Run inbox placement tests to identify if your emails are landing in the inbox.
Expert view
Expert from Email Geeks shares that Yahoo found the issue to be an increase in complaints from recipients. They emphasize that deliverability problems are often driven by recipients objecting to the mail and that recipient behavior can change even without changes to the email program.
8 Apr 2024 - Email Geeks
Expert view
Expert from Email Geeks suggests the new subject line might be generating more complaints and recommends reverting to the old subject line to see if that resolves the issue.
24 Oct 2022 - Email Geeks
What the documentation says
5 technical articles
Documentation from multiple sources indicates that deliverability issues following a subject line change can arise from several factors. A sudden shift in sending patterns, including altered subject line content, may negatively affect sender reputation. Inconsistencies in email content, such as misleading or irrelevant subject lines, can trigger spam filters. Incorrect formatting or the inclusion of spam-like keywords can also lead to deliverability problems. Ultimately, maintaining genuine, relevant, and properly formatted subject lines is crucial for preserving sender reputation and ensuring successful email delivery.
Key findings
- Sender Reputation: Sudden changes in subject line content can negatively impact sender reputation.
- Spam Filters: Inconsistent, misleading, or irrelevant subject lines can trigger spam filters.
- Content Quality: Deceptive or misleading subject lines damage sender reputation.
- Header Formatting: Incorrect subject header formatting leads to deliverability issues.
Key considerations
- Sending Patterns: Avoid sudden changes to subject line patterns to maintain sender reputation.
- Subject Line Relevance: Ensure subject lines are relevant to email content.
- Avoid Deception: Refrain from using deceptive or misleading subject lines.
- Proper Formatting: Adhere to proper formatting and syntax requirements for subject line headers.
- Keyword Review: Review subject lines for spam-like or problematic keywords.
Technical article
Documentation from Microsoft answers that inconsistencies in email content, including sudden changes in subject lines, can be a trigger for spam filters in Outlook. Changing subject lines to contain misleading or irrelevant content can reduce deliverability.
31 Aug 2024 - Microsoft
Technical article
Documentation from Google explains that a sudden change in sending patterns, including subject line content, can impact sender reputation. If users start marking emails as spam after the change, it can signal to Gmail that the messages are unwanted.
12 Jul 2021 - Google
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