How to Stop Emails Going to Spam Folders?

Written by Gnyana Chaitanya
Published on 29/10/2021
7 min read

Email marketing is an important aspect of digital marketing. Many digital marketers depend on email marketing to promote their products or services to their audience since email marketing has the highest ROI which is 4200% ($42 for every $1 spent).

Email marketing can be a difficult process if your emails are failing to reach your audience properly. One of the most common problems digital marketers face is their emails ending up in spam folders.
Marketers end up paying money for the email marketing tools just for their emails to be delivered to spam folders. This can be a huge loss of money, time, and effort. This article sheds light on how to stop emails going to spam folders or mistakes you as a digital marketer should avoid to stop your emails landing in spam folders:

1. Using all caps in your emails.

Using all caps in your subject lines or in the body of your email and using fake exciting content to attract the audience can be very annoying and can seem spammy.
In general, people promoting affiliate products, create catchy and fake exciting headlines to create a sense of urgency and make people open their emails. This may seem spammy to the email clients(Gmail, Yahoo mail) and the emails can be delivered into spam folders.

Below are some headlines that may look spammy to the email clients.
Similarly, a lot of exclamation marks and emojis in the emails can also make your email look spammy.

Get exclusive bonus right now??❤️

Try to avoid presenting whole sentences in all caps, instead try highlighting a particular word using all caps in the subject line, this would make your emails look less spammy.

2. Not using personalization

Addressing your email recipients by “dear”, “hello dear” or “my friend” can also alert spam filters. Always prefer to use personalized addressing while sending your emails, this helps you build a good relationship with our audience and improves your email deliverability. Here are a few examples to address recipients by their name:

Dear [NAME]
Hello [NAME]

3. Using spam trigger words.

An email should not sound like something a salesman would say, which can trigger spam filters. Using some specific spam trigger words in the subject lines or the body of emails can trigger the spam filters. Instead, use creative and informative content to hook the audience to open your emails.

Some spam trigger words:
Buy direct
Be your own boss
Earn $
Earn extra cash
Earn per week
Work at home
Click here
Dear friend

4. No unsubscribe option.

Every email should have an easy option to allow people to unsubscribe from your email list if they no longer want to receive emails from you. If an email has no unsubscribe option, you are not providing a choice to your subscribers other than to receive your emails whatsoever.
This goes against the CAN-SPAM Act of 2003 which obliges companies to include an unsubscribe link in every email, allowing subscribers to opt-out any time. This can highly affect your email deliverability score. So it is always best to provide an unsubscribe link in your emails to improve your email deliverability.

5. Buying email lists

Buying email lists is considered a dirty email tactic and this is against the terms of services for most email service providers. We cannot just buy an email list and start sending them emails without their consent as email is considered personal information.
Emailing people who are not your subscribers is a spam activity. There is a good chance the people in the purchased email list mark you as spam themselves.

6. Emailing the contacts which have bounced repeatedly.

Email Hard bounces occur when the email address is invalid, closed, or non-existent. Having too many hard bounces can cause email clients to stop allowing emails into subscribers’ inboxes.
It is always good to keep your email bounce rate as low as possible for a good email deliverability score. To reduce email bounces update your email lists regularly by deleting the contacts with invalid and spam email addresses.

7. No Physical postal address of the sender is mentioned.

Inclusion of physical address is necessary at the bottom of every email to comply with the CAN-SPAM act of 2003. The sender should mention a proper physical address of his business or residence in the footer of the email. This is a good practice in email marketing in order to achieve good deliverability.

8. Not using Domain email.

Do not use a free personal email ID from email clients(@gmail, @yahoo) as a from address to send your Email campaigns because you are using their reputation. You don’t own the domains, Google, Yahoo, Hotmail these companies do. In order to protect their reputation, they simply block bulk emails because they can’t guarantee your emails.
Also, these free email address services have strict anti-spam policies that can often affect the deliverability of even legitimate marketers. Using an email address with a verified domain name is important to ensure your business looks as professional as possible and it allows the subscribers to know who the email is coming from. this is an example of a domain email that looks professional and helps your audience identify your brand easily.

9. Keyword stuffing in emails.

Keyword stuffing means adding as many keywords into your emails as you can. Over-optimization of keywords in your emails can trigger spam filters. Make your email content as authentic as possible. To make it more likely that people will open your emails and not mark them as spam, write your emails for humans, not robots.

10. Embedding forms in emails.

Embedding forms in your emails is not considered a good email practice. The form might trigger an alert about submitting data to an external page. Email clients tend to flag emails that contain forms as spam, so including one could hurt your engagement.
Instead of adding a form in your email place a call-to-action button to your landing page or website in the body of email. Collect required information in your website.

11. Including attachments to your emails.

While email attachments are a popular and convenient way to send documents, they are also a common source of viruses. When you send emails with attachments, there is a high chance that email clients can mark you as spam.
Instead of adding attachments, upload attachments in your website and provide link to your website in your email.