Stay Out of the Spam Filter: Avoid These Common Mistakes

Legitimate email marketers and businesses that send permission-based emails are not immune to spam filters. In fact, inbox-worthy emails can often be found in the “junk” folder, or worse, they never make it to the recipient at all. While there's no way to guarantee that finicky spam filters will leave your email campaign alone, there are ways to make your emails appear less “spammy” and increase the likelihood they’ll be seen.

How do spam filters work?

Spam filters are different for every email service provider. Plus, most can be customized by individual users. Generally, these filters use a long list of criteria to scan and judge whether an email should be labeled as “junk.” The better an email ranks, the lower the “spam score” and the more likely it will reach a recipient’s inbox.

If you want to avoid the spam filter, you’ll want to avoid these common mistakes:

  • USING ALL CAPS. (That’s considered “screaming” and will quickly get your email flagged as spam.)
  • Including “spammy” words and phrases – such as “Money Back Guarantee” or “Amazing Deal” – or having a link to “Click here.”
  • Having a high graphics-to-text ratio, either by using too many images in your email or sending an email as one giant image. For best results, keep your email copy simple and text-centric.
  • Sending mass email campaigns with attachments that could be mistaken for viruses.
  • Using multiple font styles, sizes, and colors.
  • Including misspellings, grammatical errors, and duplicate punctuation marks.
  • Having sloppy HTML code or code copied from Microsoft Word.

Spam filtering services are constantly changing their criteria to keep up with the latest, ever-evolving spamming trends. To increase the success of your email campaigns, you’ll want to stay up to date with these trends or consider hiring an expert to do it for you.