How to avoid your emails being marked as spam

Mon 7th Sep 2015

Sending out email newsletters or special offers to a mailing list of current or prospective clients is a great way to remind people of you and your business and keep them coming back to you. Unfortunately you might experience issues with your perfectly legitimate emails being marked as spam by over-zealous spam filters – here are some helpful suggestions on how to avoid your emails being marked as spam.

  1. Obtain your email addresses legitimately - either through a signup form on your website or by using and existing client list. Mailing lists can be bought but not all of the companies sellijng this infomation are reputable.
  2. Identify yourself or your business - Your subscribers are more likely to open emails from people they know. They are likely to delete or mark as spam emails from people they don’t recognise, so make sure that it’s clear that your emails are from you!
  3. Don’t oversell - Selling your products or services might be an important part of your email marketing, but be careful not to send subscribers too much promotional material as you could end up putting them off altogether.
  4. Make it easy to unsubscribe - An unsubscribe link is actually a legal requirement for a mailing list, but make it easy, nobody wants to have send an email request to unsubscribe, they might start marking your emails as spam instead.
  5. Keep your mailing list up to date - If you are sending to a lot of none existent email addresses your address could be black listed.
  6. Always include a 'from' address. Emails from unknown senders are immediately reported as spam. Avoid ‘from’ addresses that look like or
  7. Be careful with your formatting - Avoid using bright red or green coloured font, don't overuse exclamation signs or other punctuation marks and steer clear of CAPS - Not only could this lead to your email being sent to spam, but this is the written equivalent of SHOUTING AT PEOPLE!
  8. Be careful with your content - Don't use spam trigger words such as 'Free' and 'Money Back Offer Guaranteed’ and don't use 'Re' or 'Fwd' in the subject line to trick recipients into thinking that the email is a continuation of a previous conversation and don’t just send one big image wrapped up in HTML.
  9. If you are sending to a high number of recipients use an email newsletter service such as MailChimp or Campaign Monitor - they take care of many of the issues above. There are lots of these around that provide really easy to use templates for building your emails but they also make it easy to manage your mailing lists and provide you with useful statistics so you can see what content has been most successful in engaging your audience.

by Rachel Watson