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Lucy Literado
VP of Marketing
12 months ago

How to Avoid Falling Emails Into the Spam. Best Practices

Every year, the more spam comes to one’s inbox, the more it irritates users and the mail filters work harder. According to world statistics, only 5% of the senders have not yet faced the problem of inclusion into the blacklist.

Even if you send news to your customers and receive approval for membership, there is no guarantee that your mail will reach the addressee. And if your email base was purchased or if it’s your first try yourself in email-marketing, be prepared for the fact that the filter can include your IP or domain, not just the email address.

You cannot completely eliminate the risk of falling into the spam during mass email send out, but you can minimize that risk. Here are some tips on how to avoid spam filters when sending emails.

Protect the reputation of your IP-addresses

Every IP-address has its own rating: if it is low, then it is likely that the letter will be regarded as spam. Check the reputation of your IP on one of the IP presence in spam databases resources. For different types of messages (private business, mass customer newsfeed, mass “cold” emailing), use a different IP not to lose communication with all recipients.

Mailing is better to do from a permanent IP while new IP-address is considered to be of high risk, since there is no rating on it and all outgoing emails are being checked very carefully.

Use reliable domain

Do you plan to send out mass emails with a free mailbox such as Gmail? You can have your one-way ticket to the blacklist at that very moment. It’s much more reliable to have your own domain, which repeats the name of your company or product that also increases the level of trust.

Use reliable domain

Do not specify a free-domain address in the “From” field and or for services of mass emails and email automation software. Mark your domain with special DKIM keys (Gmail allows keys no longer than 1024 bits), and SPF keys. If you can not do it yourself, contact the technical support of your hosting service. In addition to this, popular hosting and postal services websites have instructions for these settings.

Use your real name

It is no secret that a letter sent by a real person will please the recipient more than another email from another robot. So, forget about «no-reply» emails. Your recipients should be able to respond to the letter.

There are also certain spam words to avoid in email like “lottery”, “opportunity”, “click”, “buy”, “download”, etc. Just make sure you check at least the brief list of phrases and make sure you remember what the words not to use to avoid spam are.

Enable instant opt-out

Unsubscribe or opt-out links should not be hidden in invisible print not to end up in spam filters. Gmail helps users to automatically refuse to receive mail from certain senders, so it recommends users to specify the List-Unsubscribe email or instant link to unsubscribe.


Email services usually generate link to unsubscribe automatically. Simplify the process of unsubscribing to 1-2 clicks, the user does not have to enter a password or fill out the form.

Collect statistics deliverability

Regularly count the percentage of messages delivered, opened and replied emails as well as the quantity of bounced emails (Reply does this for you automatically). Don’t forget that content is also important. When trying to write “not spam” email, think of the value you can bring to your customers prior to your sales.


Campaign statistics from Reply

These are my tips on how to avoid spam filters with email marketing, and what are yours? Share in comments.

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