Ideal Customer Profile Part 1. What is it and what are its characteristics?


A customer is a customer. Any sale is a good sale» is a very common mistake among many marketers and marketers who believe they should cater to everyone, so today we show you how a good lead qualifies and why it is important to consider your target to move towards the right path with your company.


  1. Sell to the wrong people, a customer who will never come back in the future.
  2. What is the ideal customer profile (ICP)?
  3. Some mistakes that are made developing ICP
  4. Importance of an ideal customer profile.
  5. The main purposes of the ideal customer profile.
  6. Difference between an ideal customer profile and buyer people.
  7. The purchasing committees and their internal roles. 
  8. Benefits of defining the purchasing committee. 
  9. Characteristics of the purchasing committee.
  10. The basic elements of the ideal customer profile. 
  11. Target resources.
  12. Conclusion.

1. Selling to the wrong people, a customer who will never return in the future 

Most companies spend a considerable amount of resources on acquiring and converting customers in the hope that they will remain profitable for years. To generate revenue you need to create a successful marketing and sales strategy and keep buyers in the forefront.

Every product or service has ideal customers and not so much, selling to the wrong people will cause difficulties to connect with these in the future, in fact, if you keep operating under the assumption that everyone needs what you offer, it will be very difficult for your future conversions to appreciate the value of your products, services or content since it will not be focused on their real interests.

The magic ingredient for a successful sales and marketing strategy is a well-defined ideal customer profile, in addition to building an IPC (ideal customer profile), suitable that ensures that its new users feel valued and supported, This will help determine if existing ones fit well into your long-term business (reducing the dropout rate).

2. What is the ideal customer profile (ICP)? 

An ideal customer profile (ICP) includes information about individuals in a company who would seek to make the most of their product or service, defines the prospects and the most valuable ones they are most likely to buy.

Simply put, an ideal customer profile is a list of attributes that your best buyers from a specific market segment have in common whose goal is to focus on selling to people who fit the capabilities of your products/services.

Regarding these attributes, we could divide them into two fundamental factors:

  1. Standard attributes include revenue, team size, subsidiaries, geographic locations, technology stack, and advertising spending, among others.
  2. Non-standard attributes: on the other hand, there are attributes that are particular to each business and being unique cannot be standardized.

In general, these are quantitative and qualitative analyses based on data from various organizational sources to create a strategic document, creating a client or focused ideals. Knowing who really needs you and going the right way to that loyalty is of great importance.

3. Some mistakes made in developing PCI

It is important to note the mistakes that most B2B professionals make when developing their PCI, such as:

  • Forget that each segment is unique.

Defining an ICP is the equivalent of tracing a segment that has individual needs and particular reasons that lead them to consume a product or service, because of this, it is advisable to create separate ICP for different market segments.

  • Don’t focus on your best customers.

As previously mentioned, each person is different, if you combine and mix all the data of your customers, you will only have as a result a universal audience that fits in a “unique size” for anything strategic, use the data assertively so you’ll create more personalized content.

4. Importance of an ideal customer profile

Running a business without having an ideal customer profile will not yield fruitful results, success involves having lasting relationships with people and that is only possible by addressing the right ones.

If you do not have an ideal target profile, you will end up focusing your efforts in different areas of the market, in turn, your sales and marketing representatives will be behind potential customers who will never buy you, that could result in a waste of time, money and effort on the part of the commercials.

5. The main purposes of the ideal customer profile

  • Focus on

The ICP helps focus your marketing and sales team on prospecting for high quality accounts rather than pursuing the entire market. As a result, your company generates better opportunities with a much higher average value of deals and reaches the revenue quota more often.

  • Customize

You’ve heard all your life about the importance of personalization, but what does «personalization» really mean?

It’s a process of adjusting marketing to a particular group of customers, so they feel that this product is made for them. How can you achieve this level of customization? Adjusting all your marketing content, website, ads, landing pages to the needs, challenges and goals of your ideal buyers.

  • Targeting leads generation channels

Should you advertise on LinkedIn? Or write a guest article on TechCrunch? Or attend the Berlin exhibition?

ICP’s goal is to eliminate these questions and help you define sales channels to generate more leads similar to your best customers, the only way to find out these channels is to conduct in-depth interviews with customers.

  • Consider Marketing Rating Criteria (MQL)

The fourth purpose of the ICP is to find out the essential points for marketing qualification (MQL).

The marketing rating helps define whether the leads they generate from any marketing campaign fit your ideal persona profile and should be fed, transferred to sales, or if they should be disqualified.

6. Difference between ideal customer profile and buyer people

Marketing terminology often has concepts that are easy to confuse, which leads to the creation of strategies based on ignorance.

As a reminder, the first thing you should know is that the B2B sales experience cannot be addressed in the same way as the B2C. Therefore, the concepts are adapted to business environments and not to people.

So, all you need to know is that PCI for any B2B organization consists of two parts:

  • Description of the ideal account (or client profile or ideal avatar).

The ideal account description is a list of features (such as income, equipment size, location) that you will use for qualification and prospecting.

  • Purchasing Committee (or Buyer B2B People).

These are the working roles that usually influence their agreement within the accounts and objectives, tend to be categorized according to their tasks as: champions, decision makers, influencers and blockers.

7. Purchasing committees and their internal roles

It is a group of people who somehow influence their agreement within their target accounts, B2B marketers define four general functions within a purchasing committee, as are the following:


8. Benefits of defining the purchasing committee

There are several reasons why it is necessary to define the purchasing committee, these are the two fundamental advantages:

  1. You will avoid the «black box factor» and you can influence the purchase process (customer journey).

The «black box factor» is a situation in which you have made several discovery calls with the champion.

You see their enthusiasm, you get a consultation and you send the proposal in the hope of closing the deal, but then you hear a «no» without having any idea why you lost the deal.

When you know the typical structure of the purchasing committee, you can:

  • Warm up all buying committee members.
  • Prepare content that could motivate them.
  • Commit to them in time.

2. You’ll improve the efficiency of your lead generation campaigns.

One of the biggest mistakes that marketers and MBDs often make is that they only target decision makers in medium-sized or large companies, forgetting, for example, Champions.

In addition, it is much easier to get a meeting with decision makers through the Champions, in fact, if a Champion sees the value of your solution, transparent personal benefits and company/department, you’ll get a lot of inside information.

At the same time you will know how to influence other members of the purchasing committee and close the deal successfully.

9. Characteristics of the purchasing committee

It is not logical to speak in the same way to the younger generation and those over 50, these two categories have values, decision processes and purchasing criteria totally different.

Consequently, it is important to adjust the marketing message according to its own characteristics, it is recommended to add working roles to identify a typical structure of purchasing committee within its best customers.

Just as it is impossible to market in the same way to different age groups, it is impossible to address stakeholders and middle management in the same way, each has different factors influencing its purchasing decision, value different kinds of benefits they can get from your product, and the reasons why they might reject your proposal are also different.

The best way to achieve better results is to analyze:

  • The personal benefits that each of the purchasing committee members gets from your product,
  • The reasons for blocking the deal.
  • The objections or concerns you have encountered in dealing with them.

With this information gathered,  you’ll be able to update all your marketing and sales content, improving the lead nutrition program to increase the number of qualified leads for sales.

10. The basic elements of the ideal customer profile

As we have mentioned, the data we need to create this profile are very different from the one taken into consideration when making a buyer persona of a B2C company, in this case, the information that is required must be adapted to the description of a company.

So the first thing to do when asking how to analyze the customer profile, we must take into account the following elements:

  • Sectors, expand the leads

Once the target market segment is defined, you need to understand which subindustries generate more revenue and are more profitable for your business, Knowing them will help you create a better list of leads and update your positioning and value proposition accordingly.

  • Location

Knowing the regions your most profitable customers reach will not only help you improve your prospecting, it will give you an essential insight on how to adjust your team’s schedule, if you are a European company and targeting American companies, do not forget the time difference.

So you need to adjust your customer service schedule and all of your marketing activities, such as outreach emails, social media newsletters, or ads, to your best buyers’ time zone.

Plus, it makes sense to get to know the parties and customs of your target market better. For example, you will not be able to reach anyone in Israel on Friday for Shabbat (the weekend in Israel is Friday and Saturday) or the people of the United States on the fourth Thursday of November (Thanksgiving Day).

If you want to focus a lot on a specific geomarket, research thoroughly, think about local representatives and location, you will be able to better know the unique characteristics of the market, the typical buying process, the factors that influence, the local resources used by its target audience and use them to their advantage.

  • Annual income and equipment size

Revenue and team size are essential to narrow the focus, so when you know the revenue range and team size of your best customers, you can use data enhancement software like UpLead to make a relevant list of prospects.

  • Your income

You should also add to the PCI the total revenue of each lead you will analyze, remember that we have mentioned that not all your customers are equal because, when the final PCI is developed, it is important to review the best revenue.

  • Challenges

Companies hire you or buy your product to solve a specific challenge that they can’t do at the moment, either because of a lack of knowledge, resources or technology.

The most common case when companies hire me as a consultant is that they hit a revenue plateau, have no marketing experience, lost money on ads and outreach, and want to scale. They don’t want to keep experimenting and wasting time and money, but want someone with a solid track record to join their team as an extension, develop an exit strategy and create a marketing and sales machine.

  • Reasons to buy

Why do your customers buy from you? Is it for a lower price, for niche positioning, for the content you publish or for case studies and testimonials? As with the challenges you solve, you can leverage the answer to this question to improve your unique value proposition.

During customer calls you could answer those questions, in this article about the perfect discovery call, you can get some interesting ideas.

  • Strategic objectives

As with the challenges and reasons customers buy from you, you need to know what goals they want to achieve with your product or service. Startups don’t hire software development teams just to code, they want to have a partner who is able to understand the needs of the business and create an MVP that the market expects at an affordable price and term.

SaaS B2B companies do not hire digital agencies to create a website. So what do they need? Require a partner to create a website that converts t

SaaS B2B companies do not hire digital agencies to create a website. So what do they need? They require a partner to be able to create a website that turns traffic into free tests and conversions, the only way to know is by conducting in-depth customer surveys.

  • Unique features

The unique features (or non-standard criteria) come from market segmentation, it can be a stack of technology, advertising expenses or what makes sense for your business.

For example, for a customer selling Fintech enterprise software, the unique features we selected were:

  • Low profitability.
  • Income.
  • Costs operated in a volatile local currency.

11. Resources for assignment

Target resources are places your target audience visits regularly. They can be social media communities, blogs (such as the HelloMrLead blog), content curation platforms, or niche news portals (such as Hackernoon).

Target resources give you a clear view on:

  • Where you can reach your target audience.
  • What content your audience consumes and what content they demand.
  • What social media you should use to build contacts and what social media you should avoid.
  • As a result, you can avoid guesswork when working on a new marketing plan.

12. Conclusion 

Lead capture is the central theme of B2B companies, however ignorance of concepts such as the Ideal Customer Profile causes the failure of their sales and marketing strategies.

By confusing them with definitions like the buyer persona, they lose sight of the actual data they require to target prospects that are closer to making the purchase, many are attracted to getting a large volume of customers, However, if these do not meet the conditions of an ideal buyer, however abundant your database and contact efforts, the sales will not reach the targets.

This is one of the cases where less, could be more. Targeting ideal customer profiles correctly will be more assertive and productive than launching a strategy for uninterested consumers.


What is the bounce rate in email marketing? Learn how to reduce email bounce rate.


The bounce rate is the proof that your digital marketing work is not effectively reaching your customers. Learn more about this concept in this article.

Bounce rates measure the percentage or frequency with which your emails are “bounced”. In other words, the email cannot reach the intended recipient and therefore must be returned to the sender.

From a superficial view, it is unfortunate, but not so serious if 10-15% of prospects do not receive our communications. That’s why large databases are created, isn’t it?

In this article we will explain why and how to (refute) it.

Bounce rate, the 3 types of bounce and their actions

  1. Soft bounce (or in some tools simply Bounce): A soft bounce is a temporary delivery error related to the inbox server.

Some examples are: inbox full, message too heavy, server temporarily unavailable.

Action: Firing again is a good recommendation as our recipient may have a better chance of receiving it again. 

  1. Hard Bounce (or Invalid): We talk about hard bounce when an email address is invalid. There are several reasons for this: a typo, fake e-mail or the contact is no longer part of the company.

Action: Delete the email address and do not fire anymore. If you have validation, email guessing or web scraping tools, go ahead.

  1. Reject/Refuse Bounce: Occurs when mail servers identify an email as unsolicited and some have recently implemented automatic reject/bounce rules.

Action: Follow the recommendations below and re-fire.

Reject/Refuse Bounce, avoid it with these 7 steps.

1. Set up your own domain

Market tools are using common domains that inherit the mistakes and bad practices of previous users. You don’t want to automatically fall into spam without ever having done anything, do you?

2. Set up your custom tracking domain to be the same as the sender domain of the emails

Why is this so important? Well, if the domain you’re using to send the emails is different from the one that counts open rates and link clicks, they’re more likely to be identified as unsolicited.

You should not send campaigns with, for example, [email protected] and track opens and clicks with

3. If you can, avoid the Vanity KPI

In the first days of the cold mailing campaign launch, it is important to measure its effectiveness (open rate, click-through rate) and adjust it until a minimum open rate of 60% -70% is achieved.

Once the target is reached, this information has no use and becomes what we call “Vanity KPI”, for yourself or to put in reports. But what matters, deliverability or numbers on paper?

If you remove tracking, deliverability will skyrocket, and so will results, your mass mailing tool will not be using the third party link to track opens and clicks and therefore the emails will not be marked as unsolicited.

4. If you can, use your real work email. If not, don’t skip the warm-up

There are two ways. In classic emailing it may be advisable to create a new domain similar to your usual domain (e.g., and then “warm up the sending email address”, sending progressively and daily an increasing number of emails.

Another way is to use the email address that you are already using professionally on a daily basis. That is, an e-mail address that sends and especially receives letters.

5. Configure SPF, DKIM and DMARC flags

These protocols are technologies used to protect the sending system, in particular to authenticate and legitimize an email and its sender.

SPF and DKIM are the minimum to configure and there are many tutorials on the web that describe and explain how to do it. Without them the server will not be able to confirm that your email has not been intercepted or altered during transmission.

However, DMARC configuration has become a decisive element since June 2020 in the criteria for detecting unsolicited emails. It is used as a contributor to a domain’s anti-abuse controls.

6. Validate emails before entering them in the database

To get a good open rate and good outbound campaign deliverability, you should start by sending emails to a maximum of valid and fully verified addresses.

How is this done? With an email validation solution. There are many on the market. We at HelloMrLead use, uProc, ColdCRM and some others.

7. Customize Unsubscribe

Although with the new personal data protection regulations (known as GDPR) it is mandatory to include the possibility to unsubscribe and not receive any more emails.

Do not use the word “Unsubscribe” as it will be detected as an indicator of spam and unsolicited mail.

Be smart. Change the phrase, personalize it, this way you will also generate more trust and the most sincere aspect of the email. And don’t put this link at the end, because that’s where the robot will be looking for it.

If you want to receive personalized help to make bounce rate less and less in your digital strategy, contact us, click here.


The HelloMrLead method, get your leads with us

Would you like to increase your sales? At HelloMrLead we take care of making your product known by meeting with your company’s target audience.

Did you know us? Before we tell you all about the HelloMrLead method, we want you to know a little bit more about us…

Who is HelloMrLead?

HelloMrLead is a state-of-the-art business-to-business (B2B) marketing company whose innovative techniques help you get leads, boost your sales and improve your business relationships.

HelloMrLead prospects, qualifies and generates leads for you, but how do we do that?

Through different outbound strategies! Personalizing the lead’s commercial experience to nurture them and make them loyal to your business, seeking to close meetings that can be translated into lasting business relationships.

Get to know our HelloMrLead method!

Now that you know a little more about us, we want to show you how we proceed in our method and for this we want to show you 3 possible ways:

  1. Email: Addressing your database contacts, introducing you to your potential customers.
  2. LinkedIn: We analyze the potential market and close business opportunities.
  3. Calls: Never cold calls, but after having established a previous contact, ensured the positive disposition of the client and agreed the incoming call.

For HelloMrLead, a target lead in the company has the following characteristics:

  • Is receptive.
  • He is interested in the incoming product (or service).
  • Has time.
  • Is ready to negotiate.
  • Has the power to make decisions.
  • Has a budget.

How to qualify a lead with our formula?

We find out if the person has the right interest, need and time using the HelloMrLead method, for this, during our lead qualification calls we use the 4 criteria of the BANT method:

  • Budget: Verifying that your prospect’s budget is adequate.
  • Authority: Making sure that the person we contact has the authority to make buying decisions.
  • Need: Finding out what the customer’s real need is in order to successfully address it.
  • Time: How much time we dedicate to the process of deciding and closing the sale of the product or service.

A series of questions that we previously discussed with our client allows us to develop this method, which helps us to successfully deliver a lead to our client.

Purchase this service by clicking here.

What is the purpose of the HelloMrLead method?

The goal is to schedule a business meeting between our client and the company potentially interested in their product. 

We put on the client’s “hat” during lead generation and become their assistant; we use their email and LinkedIn accounts.

When we call, we address the potential lead by saying that we are part of the company.

We look for the potential lead or interested interlocutor so that the client has a meeting of interest and generates its effective income, but HelloMrLead does not participate in these meetings as they are a commercial closure between both parties and our work is finished. 

Purchase this service by clicking here.

Tools used in the HelloMrLead method

To carry out our activity we use a series of tools:

  • Pipedrive.
  • Toggl.
  • Asana.
  • Slack.
  • Drive.
  • Team Pass.
  • Google Calendar.
  • Calendly.
  • Vozelia, Zoiper, Fonia.
  • Woodpecker.
  • Zopto.

What other services do we offer to our clients?

We are also experts in other tasks besides lead generation, because we have years of experience in marketing and database creation. 

With our ValiData service, tools and experience, we generate databases of interesting prospects for a company. They are created according to defined criteria and targets, such as geographic, number of employees, sector, level of turnover, software used, etc.

Purchase this service by clicking here.

What if the client does not know exactly what their target is?

We also help our clients to calculate or estimate their market capacity by means of a TAM, SAM, SOM estimate. These acronyms refer to the total market (TAM), the market we can serve (SAM) and the market we can reach (SOM).

In short, we help you to know which market you can really work on, since there will be companies in the same sector that already have a large reach and with which you will not be able to compete at the same level.

Purchase this service by clicking here.

Our B2B business presentations

We are able to tailor the message to each person, identifying the reader’s points. With this, we increase the ability to capture the lead’s attention, proposing solutions with greater focus and coherence.


Another service we perform at HelloMrLead is the monitoring of campaigns, reviewing their different metrics and applying data-driven sales. This means that decision making is based on data analysis and interpretation. 

We reach your customers to serve them properly using different metrics, KPIs and objectives: 

  • Metrics:
  • Number of calls made.
  • Hours spent by teams.
  • Quantitative metrics of email marketing campaigns: open rate, response rate, invalid/bounce rate.
  • Social selling: LinkedIn acceptance rate, conversion rate.
  • Inside sales.
  • Qualitative metrics: average BANT percentage, reasons for lost opportunities, conversion and closing sales.
  • KPIs:
  • Bounce rate no higher than 15%.
  • OR (Odds Ratio) higher than 40%.
  • RR (Relative Risk) must exceed 15%.
  • Hot leads must be equal to the target number of leads to be delivered multiplied by 4.
  • At least 2 hours of effective calls per day made by one of our SDRs.
  • Minimum of 40% of leads coming from LinkedIn. 
  • Target: number of visits arranged from the calls made. It will always depend on what has been agreed with the client.
  • Purchase this service by clicking here.


  • We have years of experience in the sector.
  • We have dealt with more than 80 clients throughout our existence as a company.
  • We have developed our own methodologies with lead qualification.
  • We try to incorporate Big Data as much as possible, so that decisions are data driven.
  • We use business intelligence, KPIs, metrics?
  • We are transparent at every step and inform you about insights, strategies, changes and decisions.
  • We constantly improve our processes through A/B testing and analysis of the results.
  • We are so confident that you will be happy with the results of our work! So we will only charge you for the leads once they are validated by you. Your success is our success.

Purchase this service by clicking here.

We also have a training course!

One of our most ambitious projects is the creation of the B2B sales training course, since we have been in the market for so long, we have the expertise to initiate the right training. 

Some companies do not want to hire long-term services and depend on us, they prefer to learn about the methodology of the HelloMrLead team and incorporate it into their own organization.

In this case we do consulting, we analyze the company, its structure and its departments. We advise them to restructure and hire or train lead generation workers, creating commercial opportunities! 

With the necessary tools to carry out this process (methodologies, reporting data processes and metrics), they will be able to determine for themselves whether it is profitable or not.

It is a massive in-house training process almost full time, in which we help them to design and create from scratch the departments that will work like HelloMrLead.


Do you still have doubts? Are you interested in the HelloMrLead method and want to know how much it would cost to hire our services? Do not hesitate to contact us through our website or send us a message directly to our Facebook or LinkedIn profile.


Basics of SPAM: How it works and resources to avoid it

The fear of an email marketing campaign is falling into SPAM, so it is important to know more in depth and how it works to avoid having underperforming campaigns in your arrival and opening. 


  1. What is the CAN-SPAM Act and how does it work? 
  2. A little history of SPAM. 
  3. Legal terms of SPAM.
  4. Firewalls and detection systems. 
  5. How does reputation work?
  6. The Spamtraps. 


1. What is the CAN-SPAM Act and how does it work?

The CAN-SPAM Act governs commercial email, that is, any email sent by a company that attempts to promote or sell a product or service, and is present to protect users from companies with unclear messages and with bad intentions. 

CAN-SPAM is governed by a series of rules that fulfill its meticulous work for the care of the user, which are: 

  • Do not use false or misleading information
  • Not using a misleading subject line
  • Tell subscribers where you are
  • Offer subscribers an easy way to cancel their emails
  • Respect all exclusion options quickly

Noncompliance penalties can add up to $16,000 by email, so it’s important to follow the rules. For more information on the CAN-SPAM Act, visit the Federal Trade Commission website.

There are different algorithms and systems that scan the content of the mail and contrast it with the given word list. Thanks to machine learning they can understand if the word is used to deceive (for example, the mail is full of phrases like “100% more”, “Become a member”, “No credit check”, etc.) or it is a mere coincidence that it is there.

In most cases it refers to Bayesian spam filtering, a technique that usually gives few false positives in spam detection, is one of the oldest ways of doing filtering, with roots in the 1990s.

2. A little history of SPAM

Spam (from the contraction of «Spiced Ham«, in Spanish «ham with spices») was the food of Soviet and British soldiers in World War II. Later, the British comedy group Monty Python began to make fun of canned meat for its low quality and extensive use.

The typical menu of a cafe of that time contained this product to replace bacon and other more expensive types of meat, it is worth seeing the sketch, they are only 2 minutes.

Years later, with the growth and accessibility to the internet, some novice users mistakenly sent personal messages to a whole contact list or discussion groups, which generated hassle and waste of time (and even money) other users who received such irrelevant and unwanted traffic.

In 1993 someone likened those unwanted intrusions to spam: the messages were like canned meat, nothing could be eaten without stumbling upon the stiff.

Photo by Hannes Johnson on Unsplash

3. Legal terms of SPAM

The most common is that spammers usually get email addresses from legal sources, in many cases users leave their data everywhere, accepting terms and conditions unread, something that is very common with online forms. 

Some of the main sources of addresses to then send spam are:

  • The websites themselves, which often contain the address of their creator, or their visitors (on forums, blogs, etc.).
  • Usenet newsgroups, whose messages usually include the sender’s address.
  • Mailing lists: simply sign up and write down the addresses of your users.
  • Emails with jokes, chains, etc, that internet users usually forward without hiding addresses, and that can accumulate dozens of addresses in the body of the message, being able to be captured by a Trojan or, more rarely, by a malicious user.
  • Pages requesting your email address (or that of «your friends» to send them the page in an email) to access a certain service or download.
  • WHOIS databases.
  • Illegal entry into servers.
  • By trial and error: addresses are randomly generated, and then checked if messages have arrived, a common method is to make a list of domains, and add them usual «prefixes», for example, for the domain, try [email protected], [email protected], [email protected], etc.

In addition, it is common for the spam sender to control the reading of emails to know which addresses work and which do not.

It is made with famous web bugs or pixels – they are small images 1 1 pixels in the HTML code of the message, so every time someone reads the mail, your computer requests the image to the sending server, which automatically registers the request.


4. Firewalls and detection systems 

Pixels, are one of the signs for firewalls that mail can contain junk information, so if you do not want to fall there when sending your email marketing campaigns it is advisable to avoid them to the maximum. 

Other signs for algorithms include:

  • Excessive use of caps or characters.
  • Exclamation marks and questions (?, !), especially if many are put in a row.
  • Bold fonts in different sizes.
  • Emoticons.
  • Errors in the HTML code.

Nowadays it is not so strict thanks to Machine Learning. For example, platforms like Gmail or Hotmail attach great importance to the historical relationship between a sender and a receiver to consider whether a message is spam or not.

That is, if they have not had contact with the person to whom they send the mail, it is more likely that the message will not pass the filter if it contains a suspicious word.

And instead, if you send an email to a frequent recipient, it doesn’t matter if you include the entire list of “bad” expressions, your message will still be fine.

5. How does reputation work?

The reputation in email marketing is little recognized, it must generate a very good content value to enable users to gain trust and loyalty with this means of communication. 

Email providers consider many metrics to determine the reputation of their senders, including spam complaints, how many unknown users you contact by email, if you’re on an industry blacklist, and more. All this is reflected in a number from 0 to 100 which is called Sender Score.

  • 0-70: VERY BAD. You have to improve your score as soon as possible, take care of your domain, warm it up, do not send invalid emails and check the DMARC, DKIM and SPF indicators.
  • 70-80: The worst is behind, but keep improving and perfecting your campaigns.
  • 80-100: Congratulations =)

For example, in the long run it is very important that prospects:

  • open your emails
  • don’t mark them as spam
  • don’t erase them without reading
  • add your address to your contact book

6. The Spamtraps

They are one of the most likely causes that metrics such as deliverability, open rate or CTR are low or have drastically decreased campaign after campaign.

Spamtraps, or “trap emails”, are those that are created not for communication, but to attract spam.

There are two distinct types.

  1. Pure spamtraps. They are specially created to detect the pure spammer, which is the one who sends mailing lists that they create themselves. These lists are made up of addresses that have never been published and that is why these types of spammers are the most dangerous, as they may even have entered our database via crawling or troyan.
  2. Recycled spamtraps. The second type are, as the name suggests, mail accounts that have been used previously and that were abandoned by their users (by changing jobs, etc). Here the email provider makes them their own to identify spammers and uses them in a very curious way in two phases:

In the first phase these accounts will report a hard bounce (hard bounce), and so will be reflected in the statistics of campaigns, hard bounce means that the account or domain does not exist or that the provider has blocked delivery.

These accounts are then formally activated as spamtraps and point out those senders who do not clean up and manage their databases.