Read time: 3 minutes

How to stop emails from going to spam?

If you're a marketing specialist, you may wonder at some point the same question everyone has: how to prevent emails from going to spam? It feels like a burden to put so much effort into crafting amazingly worded emails, just for them to end up in the spam folder of your recipients. Getting your message across can be daunting, but it doesn't have to be. Your emails must face rigorous spam filters on top of custom configurations on many inboxes.

If your marketing strategy uses emails, you know that administering a campaign doesn't work under a single formula. Many messages can go straight to spam folders for any given reason. Don't fret, though. We are sharing how to stop your emails from going to spam. These instructions can help your emails reach a vast number of recipients while building trust and strengthening the reputation of your brand and website.

Build an organic email list

Emails can offer loads of information with a single click. It's also a tool to inform your clients of your new offerings, products, shipments, or anything related to your logistics. Emails are not helpful if they are sent to the spam box of your target audience. One of the first trade secrets to learning how to stop emails from going to spam it's to build your email list organically.

First of all, avoid practices such as purchasing emails from third parties. Don't use shared lists, and don't go into harvesting using bots. Any of these spell doom for your campaign from the start. Every email you send needs to reach people genuinely interested in your services. Build your email list with opt-in strategies. It's not the fastest way to grow, but it's the most secure.

Provide opt-in and opt-out

Nothing proves genuine interest in your offerings as opt-in options. Many websites use them, and you may be familiar with them. The first step is to sign up for a newsletter service. Then you proceed to get an email that requires confirmation on your side to keep receiving further emails from the page that got your interest. Businesses rely on this same strategy to maintain high levels of engagement.

This two-step confirmation is the tool helping to build your email list. It's a procedure deemed safe and streamlined. The cherry on the top of this strategy is the opt-out option. You should include it on every email you send, and it should take a single step to delist any email address from your list. This can trim out the fat from your mail list and make your job more accessible when the scheduled purge time comes.

Ask subscribers to whitelist your email address

Most ISP providers are hard at work preventing spam mail. Many of the well-known suspects, such as Google, Yahoo!, and others, have their own set of filters to ensure no disruptive emails enter the inbox of their users. Even if someone signs up to your mailing lists, you may have to remind them to whitelist your address to be on the safe side.

This information is better communicated with visual aid. Prepare a short video explaining how to whitelist your address to prevent emails from going to spam in Gmail. Upload it to a public platform such as YouTube. Don't assume everyone is tech-savvy. Many people have a sincere interest in your services, but they don't know how to get the information they need. Users can be taught if you have the patience for it.

Follow the rules governing email marketing

There are laws governing email communication, especially when related to marketing campaigns. If you're a digital marketing specialist, read the CAN-SPAM Act. This law has all the guidelines you should follow when sending commercial emails. It also outlines the penalties you face if you send spam emails.

You're basically in trouble if you send emails to an address without the recipients' permission. If some recipients are not included in your company's mailing list, they have no business receiving information about your services. Deceptive subject lines and the omission of opt-out options are also penalised. Most marketing tools are programmed with these rules in mind, but you still need to be in the know about them.

Authenticate your email with SPF, DKIM, DMARC, and BIMI

Email authentication is a tricky discipline, but it's the best way to authenticate your domain and let your receipts know you're sending verified messages. ISP providers quickly trust email messages when they are verified using four unique policies: SPF, DKIM, DMARC, and BIMI. If you don't know if you have a DMARC policy in place, make sure to use the free DMARC record checker from EasyDMARC to see the status of your website.

DKIM works as a digital signature preventing tampering during the sending process. SPF verifies your ID by comparing your IP to a public listing of authorized domains. Both policies activate your DMARC configuration, which makes sure they're both in order for your message to go through. Last, we have BIMI, a security measure attaching your company's logo to all your emails, making them instantly recognisable. This is how to stop your emails from going to spam more effectively.

Avoid being blacklisted and monitor your reputation

You need to pay close attention to your site's reputation. Your delivery rates speak louder for your efforts. If you're learning how to prevent emails from going to spam, you have to know a lot is factoring in your reputation as a sender.

First, there are the levels of engagement from all your emails. Then there's the ability to opt out of your newsletters. There's also the mandatory depuration of your mail list. Keep tabs on any suspicious behavior from your domain. If someone co-opts it to send spam, this will get you blacklisted.

Proofread your emails

On the road to learning how to prevent emails from going to spam, even the most basic advice is helpful. In this case, we're talking about making your emails look pristine. Put some effort into the writing. Don't make them sound hasty, don't generate them with an AI.

Get a writer to redact and format them properly. Review their content until it's engaging enough. Make sure they're spotless in their presentation. Emails ridden with typos not only fire the alarms of all spam filters, but they also look very unprofessional and untrustworthy in the eyes of your clients.

Don't write spammy subject lines

The Internet had more than 20 years to catch up with spam trigger words, and now we know all about them. Check your email right now. We're pretty sure you'll spot a few emails from brands you use mixed with the sea of spam emails. In the current times, the wording of your subject line makes or breaks your campaign.

Adding exclamation points, offering straight-up discounts, or money offerings get your emails flagged instantly. If you wish to learn how to stop your email from going to spam, avoid any of these. Go for a holistic approach. Instead of stating something like "15% discount now!!!" go for something like "New discounts today, you in?"

Make your content relevant

The core of any marketing strategy is being engaging. If you wish to prevent emails from going to spam, making your content is something worth looking forward to. This means practicality. Your emails need to be snappy, quick to follow, and easy to understand. It needs to resonate with your audience. They should want to spend a few minutes with you and read everything you have to say or anything you offer.

Provide a preference centre

A successful marketing campaign understands human nature. Learning how to stop emails from going to spam implies knowing that not at all times your audience wants to read your stuff, no matter how good it is. Sometimes people want to "mute" someone from their list without the need to unsubscribe. This is where preferences centers come into play.

A preference center allows receipts to adjust how often they get your messages. This puts them in control of how frequently they interact with your brand while reducing the chances of getting your domain labeled as spam for lack of deliverability. Your preference center should be as easy to handle as your opt-out option. With a couple of clicks, you keep new or repeat customers aware of your services on their terms.

Monitor your email engagement metrics

Learning how to stop your emails from going to spam needs a broad understanding of metrics. These numbers and data paint the whole picture of your email strategy. The basic metrics you need to know are spam complaints, open rates, click-through rates, and delivery rates. Negative numbers on any of these don't mean instant bad news. They often indicate what you need to correct for a more successful email campaign.

Spam complaints are people reporting your emails as spam. You need to purge your mail address with frequency to avoid these. Open rates are the number of people clicking on your emails to check their content. Click-through rates are the number of people interacting with your content. Delivery rates allow you to see how many messages reached their destination. Getting a good hold of these can help you improve your conversion rates.

Purge emails addresses regularly from your list

The last piece of advice to learn how to stop your emails from going to spam is something we've mentioned a couple of times already. Purging your email address is probably the most crucial step you need to uphold your reputation as a sender. Metrics let you know your deliverability rates, but cleansing your list is something you need to do manually.

Put a limit to the number of emails you send to any given address on your list and wait for interactions. If they haven't opened a message from you in a while, it's best to remove them and look for new members to your audience. It takes some time, but the efforts pay off since it keeps your metrics values on the positive side.

Daily newsletter