How to keep your emails out of the spam folder

As email marketers, we all want to avoid the spam folder at all costs. However, with spam filters becoming more sophisticated every year, it's becoming increasingly difficult to land in your subscriber's inbox. And while each platform is different, there are some crucial mistakes that increase your chances of getting sent directly into the dreaded Spam folder. So, let's explore the biggest spam triggers and how you can avoid them to improve your email deliverability.

1. Misleading subject lines

One of the most important aspects of your email is the subject line. However, if your subject line is misleading or overly sensational, it could trigger spam filters. Avoid using clickbait-style subject lines that don't accurately reflect the content of your email. Instead, aim for clear, concise, and accurate subject lines that give recipients a good idea of what to expect when they open your email.

2. High image-to-text ratio

Another common spam trigger is a high image-to-text ratio. If your email contains too many images and not enough text, it could be flagged as spam. This is because spammers often use images to bypass spam filters and deliver their messages. To avoid triggering spam filters, aim for a balanced mix of images and text in your emails.

3. Lack of personalization

Personalization is key to engaging your audience and building relationships with your subscribers. However, if your email is not personalized at all, it could be flagged as spam. Use personalization tokens in your emails, such as the recipient's name or location, to make your messages more relevant and engaging.

4. Poor email hygiene

Poor email hygiene, such as using outdated or inaccurate email lists, can also trigger spam filters. Ensure that your email list is up to date and that you are only sending emails to subscribers who have opted in to receive your messages. Regularly clean your email list to remove inactive or invalid email addresses.

5. Overuse of exclamation marks and all caps

Using too many exclamation marks or writing in all caps can make your emails appear spammy. Avoid overusing these elements in your emails, as they can be seen as aggressive or overly promotional. Instead, aim for a more professional and restrained tone in your emails.

6. Spammy language

Certain words and phrases are known to trigger spam filters, such as "free," "limited time," and "act now." While it's important to create a sense of urgency in your emails, avoid using spammy language that could make your emails appear untrustworthy. Instead, focus on creating high-quality content that provides value to your subscribers.

7. Too many links

Including too many links in your emails can also trigger spam filters. Yes, it's important to include links to your website or social media profiles, but you don't want to include too many links or links that lead to suspicious websites. Limit the number of links in your emails and ensure that all links are relevant and trustworthy.

These days, avoiding the spam folder is crucial for successful email marketing. By understanding the biggest spam triggers email marketing platforms look for and taking steps to avoid them, you can improve your email deliverability and ensure that your messages are reaching your subscribers' inboxes. Keep your subject lines clear and accurate, balance your images and text, personalize your emails, maintain good email hygiene, avoid spammy language and too many links, and you'll be well on your way to avoiding the spam folder. Looking for a deeper dive into email marketing? Get your copy of my complimentary

Email Marketing Guide: How To Improve Your Open Rates & Clickthrough Rates for Stronger Email Engagement.

Download Guide Here