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How to Avoid the Spam Folder and Build your Sender Reputation

4 ways to avoid the spam folder

Now that you understand why the spam folder is essential and how to check your sender reputation, let’s talk about how to avoid the spam folder in the first place. There are plenty of strategies to help you avoid the spam folder, believe it or not.

Here are four techniques to avoid crossing into no man’s land.

  1. Implement an email opt-in procedure.
    One of the most typical ways email communications end up in spam folders is because the ISP’s spam filter flagged the message. If you follow email rules and regulations, you already know that you must get a consumer’s explicit permission before sending them any commercial information.

That is why sending an opt-in email confirmation is critical. Send double opt-in confirmation emails (to ensure that subscribers aren’t inputting information only to opt out once they know they’re on a mailing list). An email verification message, such as the one below, is used in many double opt-ins.   

Lyft business email example

This lets readers that they’re signing up for an account, which includes email correspondence.

Many organizations go one step further and enable subscribers to fill up an email preference center, allowing them to determine what material they want and when they want it. email example
  1. Remove spam trigger terms from your email subject lines.
    You may be aware that a catchy subject line is essential for sticking out in a congested inbox. But did you know that Internet service providers maintain a list of spam trigger phrases for incoming emails?

It is difficult to avoid using spammy terminology. While terms like “be your own boss” and “money earning” are obvious spam words, some aren’t as obvious, such as:

Direct purchase
Increase sales while you sleep Why pay more?
Internet traffic
Consultation is completely free.
Call right now.
Register for free
Not only should you avoid using these terms in your email subject lines, but you should also avoid using them in the body of your emails.

  1. Ensure that your sender information is correct and reputable.
    Having the correct sender information is equally as important as anything else we’ve said.

Why? Because subscribers want to know who is sending them material. You may believe that mailing from CEO Bill Smith is a smart idea, but readers may not recognize him, which might result in a spam complaint. The more spam complaints you get, the more likely it is that your emails will be filtered as spam.

BuzzFeed email example

Make sure you follow email best practices and offer an easy-to-find unsubscribe button. After all, having someone opt out of getting emails is preferable than receiving a spam complaint.

Walgreens easily identifiable unsubscribe button
  1. Use no link shorteners.
    While you may believe that reducing links in email messages is a smart idea, it is really a red indicator. Spammers utilized link shorteners to obfuscate their links in the past.

When someone hovers their mouse over an affiliate link, they will see the domain name, as seen in the example below.

Amazon example to not use link shorteners

Scammers will often provide a link to a site that appears suspiciously similar, such as “” While most people would spot the fake address right away, a link shortener might conceal that information.

Finish up
While avoiding the spam folder is sometimes unavoidable, there are numerous marketing ideas and methods to assist you get past ISP spam filters and into subscriber inboxes.