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How To Avoid Email Spam Filter For Your Email Campaigns: Complete Guide

Concept of email filter in work

Are you looking to send successful email campaigns without being caught up in the dreaded spam filter?

Tired of googling “How to avoid email going to spam?”

If so, this blog post is for you!

We’re going to show you how we avoid getting hit with spam filters and get our messages delivered right into the mailbox.

From understanding how spam filters work to recognizing common spam words and tips and tricks to boost your email deliverability, it’s all here.

So no matter what kind of emails you’re sending out or which industry sector you work in, this blog post has got something for everyone when it comes to avoiding email spam filters.

Let’s get started!

What Is Spam Filtering?

Before we get into how to avoid it, let’s first look at what spam filtering really is.

It’s a method used by email providers and other anti-spam software that looks for certain characteristics in emails suggesting they could be ‘spam’ or unwanted messages.

The software then decides whether a message should be moved into the recipient’s “spam folder” or “junk mail” folder or even blocked from being delivered at all.

This causes huge problems for email marketers as it means their carefully crafted messages may not even be seen by the people they’re targeting.

Sounds unfair, right? Too much effort and zero results just because of these filters!

“Why make these filters in the first place?”

Why Do Email Spam Blockers Exist?

The answer is simple:

Spam filters exist to protect us from various malicious or annoying emails. They act as gatekeepers, diligently examining incoming messages and controlling four key categories:

  1. Marketing/Ads: Sorting genuine campaigns from potential scams that entice purchases.
  2. Phishing: Identifying and blocking deceptive emails impersonating authority figures to extract sensitive information or money.
  3. Money scams: Preventing fraudulent emails promising riches or inheritances from tricking users into sharing personal information or sending money.
  4. Malware warnings: Shielding users from emails claiming computer infections, urging immediate action that could lead to harm.

But how do these spam filters work? What email characteristics trigger them?

How Does Email Spam Filtering Work?

In the past, email spam detection used to be simple and pretty basic, to be honest.

Email spam blockers looked at certain words and phrases like ‘free’, ‘win’, and ‘guaranteed’ or any phrase that sounded too good to be true. Plus, they also looked for multiple exclamation marks or too many capital letters – all the basic stuff.

But things have now changed.

Spammers have learned and evolved to construct emails that could bypass these basic email filters.

As a result, email spam filters have become stricter and more sophisticated. They now try to gauge the reliability and legitimacy of email senders with authentication systems like:

  • Sender scores
  • DKIM (Domain Keys Identified Mail)
  • SPF (Sender Policy Framework)

What do these verification mechanisms look at? Three things:

  • Email content
  • Email sender’s profile
  • Email & sender engagement

Here is a simple example to understand how these factors combine and impact email deliverability.

Hypothetical Case:

Let’s say you send an email to 700+ contacts via Gmail.

It won’t be delivered to all of them at once. Instead, the Gmail spam filter will track a few recipients first – 20, let’s say. Gmail will monitor how users engage with the email. Here are the possible actions:

  • open and read
  • open, read, and click
  • ignore
  • move to spam
  • delete

Now all of these actions signal Gmail about the legitimacy of the email and the sender.

If your email passes basic email filters and users engage with it, Gmail will allow it to land in the rest of the inboxes as well. This is how Gmail and other ESPs automatically operate and optimize user experience, keeping spam emails at bay.

Now that you know how email spam detection works, let’s look at some email spam filter types.

Types Of Email Spam Filters

Bayesian Filter

This filter is based on the Bayesian theorem – a mathematical formula that studies probability.

For instance, if you continuously mark a sender’s email as spam or delete them, this filter will notice the pattern and block future emails from that sender.

Blocklist Filter

This filter is used by email providers or privately by organizations to keep a list of known spammers. If an email address appears on the list, then any emails sent from that address will be blocked or filtered automatically.

Content Filters

This email spam filter looks at the content of an email to determine if it’s likely to be spam or not. It will look for certain words and phrases that are commonly used in spam messages, as well as HTML code or other formatting that could indicate malicious intent.

Gateway Filter

This is a manually set up filter that checks emails when they enter and leave the server. Any messages that have certain characteristics – such as specific keywords or attachments – will be identified and filtered out before they reach the intended recipient.

Header Filter

Header filters examine important details like the sender and recipient addresses, as well as the path the email took through servers. They compare this information with databases of known spammers and suspicious IP addresses to check if the email is trustworthy.

Hosted-spam Filter

This type of email spam blocker is usually offered by web hosting companies as part of their services. It functions just like a Gateway Filter but exists in cloud storage instead of a physical server.

Language Filters

This email spam filter looks for emails that can contain text written in a foreign language, which is often used by spammers or marketers to sell something.

Permissions Filter

This filter works by looking at the sender’s email address to see if they have permission from the recipient to send them emails. If not, then the message will be marked as ‘spam’ and filtered out before it reaches its destination.

Rule Based Filter

Rule-based filters work by checking emails against a set of predetermined ‘rules’ that are designed to identify suspicious content. If the message contains any of these features, then it will be marked as ‘spam’ and filtered out automatically.

These are just a few of the types of spam filters that can detect unsolicited emails and block them.

Now that you know how these filters work, you’re in a better position to answer the question, “How to avoid email going to spam?”

But wait! We’re not deserting you here.

Here are some tried-and-tested tips to get your emails past email spam blockers.

10 Tips To Prevent Your Emails From Going To Spam Folders

1. Get Whitelisted And Ask For Permission

The best way to ensure that your emails don’t get filtered out as spam is to get your email whitelisted. This involves asking permission from recipients before you start sending them emails.

Send them a welcome email and explicitly tell them to whitelist your email address.

Or, you can use a double opt-in system, which requires potential subscribers to confirm their email address twice – once when they provide their email address and a second time when they click on the confirmation link sent to them.

2. Use A Well-Known Email Service Provider

Using a professional email service provider, such as Klaviyo, MailChimp, Sendlane, or Constant Contact, can help you get past most spam filters since their services are trusted by most email providers.

Moreover, these services have their own spam filters to ensure that only legitimate emails are sent out.

3. Monitor Your Sender Reputation

Your sender’s reputation is important in getting your emails past spam filters. To ensure that you maintain a good reputation, make sure that you don’t send too many emails at once or send emails to people who have not subscribed to your list.

4. Check Your Domain Name

Most sophisticated email service providers like Gmail and others keep a record of malicious domains. If your domain name matches them, it will automatically mark your emails as spam too.

So, check your domain name with online spam email checkers before buying one.

5. Be Careful With Subject Lines

Your subject lines can make or break your email deliverability. Most spam filters check for words like “free”, “buy now”, “win”, “discounts,” and more in the subject line of emails to determine if they are spammy.

Avoid using such words and phrases in your subject lines. Also, don’t use too many exclamation marks or write a subject line in ALL CAPS like this — you will most likely trigger email spam filters.

6. Keep Your Messages Short, Sweet, And Relevant

Always remember that most email spam filters are programmed to look for long emails with too many words, images, or links. So, make sure you keep your messages concise and to the point so they don’t get flagged as spam.

Also, avoid using language that sounds malicious or has commercial intent. Stay away from using words like “credit,” “cash,” or “passwords.”

7. Monitor Your Email List Quality

Spam filters check for bounce rates, unsubscribes, and complaints as well – if too many recipients mark your emails as spam, then you’ll be blocked by the filters.

So, make sure that you keep an eye on your email list quality and remove any inactive or irrelevant subscribers regularly.

8. Authenticate With SPF, DKIM, and DMARC Records

SPF, DKIM, and DMARC records are all authentication protocols that help verify the sender of an email. They also help keep your emails from being marked as spam by providing a layer of security.

If you want to ensure that your emails get as much coverage as possible, make sure you authenticate with these protocols.

We know this sounds technical, but it’s easy. We’ll publish a short guide on authentication tools as well (Promise)!

9. Optimize Your Email Formatting

When crafting your emails, make sure that you are using the right formatting. Too much HTML or large images can trigger spam filters. So keep your designs simple and mobile-friendly to ensure compatibility across different email clients.

Also, use a plain text version of your email to ensure maximum compatibility with email providers.

10. Make Unsubscribing Easier

Make it as easy as possible for your subscribers to unsubscribe. This will help reduce the number of people who mark your emails as spam due to a lack of interest in receiving them.

Also, ensure that you take appropriate action when a person opts out – remove them from the list immediately and stop sending emails to them. Doing this will help maintain your sender reputation and keep you from getting blocked or blacklisted.

11. Bonus Tip: Test Your Emails

Once you have written your emails, run them through an authentic spam email checker to make sure they don’t get caught in the filters. This will help ensure that your emails reach their destination without any issues.

You can also test your campaigns by sending them out to a few people on your list and seeing how they perform. Or, you could set up a separate email account for testing to get an even better idea of how your emails look in real!

Smart move, right?

But there’s more.

We use the exact strategies to ace email campaigns for our clients, boost deliverability rates, and drive sales.

Are your campaigns struggling with deliverability, low open rates, and sales?

Check out our email services and let us revive your email campaigns.

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