Spam filters are the modern resolution for fighting spam deliveries.Whether you do email marketing or you’re receiving a lot of promotional offers, you will most likely run into spam filter issues. Although there are several law acts that you should be aware of first, we’re gonna present you with the best online tips to avoid spam filters. Some of them are a bit more obvious and are already well known within the email marketing community, while some others are much more sensitive and can send even the best designed and developed email templates in the Spam folders of client inboxes.

1. Don’t use purchased, rented or scraped lists

We’re starting with the most obvious one of all. Purchased or scraped lists are still a huge part (unfortunately) of some email campaigns. Sending emails to someone that doesn’t even know about your business might turn very bad. This one is really straightforward. DON’T use scraped lists or purchased ones. You will most likely turn up having big bounce rates and a lot of bounced contacts. This will lead to a lot of blacklists and perhaps even legal ramifications, should a receiver be that annoyed by your mail. Grow your lists organically and refresh them once in a while to avoid spam filters which can affect the performance of the whole list.

2. Build your mailing lists wisely

Make sure you have express consent from users before you start emailing them. Use opt-in forms with confirmation emails to let them know what they’re subscribing for. Even if they’re your friends and family, you’d better get consent in order to avoid spam filters.

3. Set expectations when people join your list.

If your subscribers think they’re signing up for monthly newsletters and you start sending them weekly promotions, they might not be subscribers for much longer. Tell people what you’ll be sending and how often. If you want to send out different content (monthly newsletters, weekly special offers, etc), consider setting up groups (segments) in your list so subscribers can choose what content they want to receive from you. It’s much more valuable to keep a client in your list and only send them an email per month, than have him bounce after then first 3 weeks.

4. Don’t wait too long before contacting your subscribers.

If users don’t hear from you, they might forget or loose interest in what you’re offering. Consider using automation to set up a few email campaigns. Send an email right after subscribing, and weekly or monthly updates in order to keep your subscribers alert. If you’re worried they might have lost interest, consider using a re-confirmation form.

Drag & Drop Email Template

5. Treat your email campaigns as an extension of your website, store, or brand.

Your subscribers already know what your business is about and what type of content to expect. If you’re not certain about it, consider A/B testing. Otherwise, use your campaigns as a continuous story to your business.

6. Campaign metadata

Spam filters want to know that you’re acquainted with the person receiving the email. We recommend using merge tags to personalize the To: field of your campaign, sending through verified domains, and asking recipients to add you to their address book.

7. Your IP address:

Make sure nobody used your IP to send spam emails before. Use verified domains and ESP’s that won’t harm your campaigns. This is something you need to take care of quite a bit. Once a domain or IP address is blacklisted, there’s no turning back.

8. Avoid spammy content

Now we’re getting to the more sensitive part of email campaigns. There are several spam triggers that you should be aware of and avoid using them. A big part of the spam filtering process is reading through the content, making sure that it makes sense. Words like”Promotion”, “Special offer”,”BUY NOW” are flags for the filters, and should be used with great care. Creating an email filled with calls to action will most definitely get you on the wrong track. Try engaging user with reader-friendly content so they’d navigate to your website and make the purchase there.

9. Coding in your campaign:

Spam filters can be triggered by sloppy code, extra tags, or code pulled in from Microsoft Word. We recommend using one of our templates or working with a designer to build new ones. You can check out some of our amazing Drag & Drop email templates.

10. Place an unsubscribe link in your emails

Most of the ESP’s require that you place an unsubscribe link in your emails. Make it visible so the users can use it instead of marking your email directly as spam. This is a very important step, because too many users marking an email as spam is a huge flag and will get you in trouble really quickly. This one is strongly related to why you should never use a purchased list.

We’ve outlined best practices to avoid spam filters, however email campaign results depend on many other factors, such as open rates. You can read about increasing your open rates as well as other methods through which you can start creating better email campaigns and get more out of your client base.

Have some more questions or tips on this matter? Consider leaving a comment using the form below and we’ll be more than happy to help.

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About the Author

Stefan, an enthusiastic SEO and marketing expert, is a problem solver with the ability to prioritize and develop relevant and engaging content. He is also eager to acquire Wordpress skills as he has a great hunger for coding languages.