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Everything you Ever Wanted to Know about Spam Filters

“Spam check.”

In email marketing, the spam folder is like the black hole of the email world.

24% of business emails were spam in 2015, according to study. 1 in 4 emails you send to users might end up in spam.

How can you avoid getting tagged as spammy?

We’ll cover email spam filters so your content is prominent in users’ inboxes.

Why are your emails spam?

Spam filters examine numerous features of emails to decide whether they’re spam or not. Without spam filters, your emails would be lost in a wave of fluff.

ESPs establish their own unique criteria to filter and categorize material.

Here are several reasons your emails may be sent to spam:

You can’t

Subscribing to an email list gives a corporation access to send you stuff. If your organization sends emails to people who never opted in, they may go to spam.

The CAN-SPAM Act requires user approval. Implement the right opt-in methods to gain your audience’s authorization if you want to prevent spam folders.

Your address is missing.

CAN-SPAM requires that all email marketing contain a physical address. A legitimate address makes a firm more reputable.

Emails without a physical address will go to spam. If you work from home and don’t want to reveal your address, get a P.O. box.

Low open rates

Increasing your open rate is challenging but not impossible.

Low-open rate emails are marked as spam. You can’t compel users to open your emails.

Then what?

Know your audience so you can adapt your material as they do. Knowing your consumers well helps you develop excellent content.

Email timeliness may be improved.

When do your users check email? How frequently should you contact them? Learn how to time your drip email campaigns to boost open rates.

Your headline seems fishy

Spam filters no longer use phrases like “free” or “winning” to determine whether an email is garbage.

They do employ engagement metrics to detect spam, and if your subject line appears questionable, your subscribers won’t interact. This will hurt your open rates and inbox placement over time.

Avoid ALL CAPS and excessive punctuation in subject lines. If you don’t understand, check your spam folder. Email providers utilize engagement statistics to assess whether your email is spam.

Conclusion? Make sure your subject line seems like it was written by people, for humans, and offers a compelling, relevant offer.

Spam avoidance

What can you do to avoid your email campaigns from being tagged as spam now that you know why?

Analyze these factors and identify answers to your email offenses.

No email lists

Spam filters know about firms that buy third-party email lists. Users who aren’t subscribers will discover their emails in spam.

You may avoid your emails from being lost in spam by not purchasing email lists and asking for permission.


Improving email open rates can help you escape the spam box, but how do you know what’s useful to whom?

Your audience may be segmented depending on their connection with your brand. Their sales funnel position or corporate involvement help you develop targeted content.

You don’t want to send blanket emails to your email list when some are new and others have been subscribed for years.

Segment your audience and give them relevant information to increase open rates.

Choose a reputable ISP

When picking an email service provider (ESP), make sure it’s reliable and doesn’t send spam (via their other clients). If your ESP works with spammers, your sender reputation might suffer.

Spam filters check IP addresses for clearances. Make sure your ESP only works with legitimate organizations and quality email content to avoid spam.


We’ve discussed spam filters and how to alter emails to pass them.

However, you must give consumers with useful material.

Apply these principles to your email marketing plan, but let your readers’ demands inspire your next email–and every email after that.