How To Make Sure Your Marketing Emails Don’t Go to Spam

When you’re a marketer, you need your content and information directly in front of your targeted audience, but unfortunately, even when you’re sending out valuable emails to customers who want them, they may end up in spam filters.

Of course, email filtering tools are incredibly useful in our everyday lives, but if you are sending out content, you also want to make sure it ends up where it needs to be.

The following are some tips marketers can follow to help ensure people can read their legitimate emails.

Grow Your Email List Organically

When you’re a digital marketer, it can take a lot of work to grow your email list. In fact, it’s probably one of the places you spend the most time, but as tempting as it can be to take the easy road with purchased lists, don’t do it.

Buying email lists is not only bad for your brand and reputation but in a lot of cases, your emails are going to end up in spam.

The number one rule of all email marketing is that you get permission first. Don’t manually add emails that you collect in person either. They need to let you know by opting in that they want to receive your emails.

Be Careful with Your Wording

As a marketer, you want to convey a sense of excitement, but if you seem overly enthusiastic in the text of your emails, they might get stopped in their tracks. Spam filters look for phrases that are going to sound alarms such as money back guarantees, or wording that just seems too amazing to be true. The same goes for those many exclamation points you might be tempted to add to your subject line.
There are spam keywords you can look up and avoid when you’re making your next marketing email.

Use Only a Reputable Email Service Provider (ESP)

You may not realize it, but Email Service Providers (ESPs) are reviewed as senders based on their IP reputation, and also the domains of their other clients. That means that if you’re using an ESP that doesn’t have good scores, they may be automatically blocked by a lot of the big email providers.
Make sure you’re only using professional, well-vetted ESPs that don’t allow spammers to use their platform.

Sending Content Readers Want

A lot of avoiding email filters is about making sure you’re sending content to your audience that they’re interested in. If you have low open rates, you are going to be at a greater risk of having your future emails filtered as spam.

If you’re concerned about this, think about sending out fewer emails, but making sure the ones you do send are engaging for your readers and are going to be compelling for them.
As a final note for marketers who want to stay out of spam, make sure that you have a subject line that is direct and lets readers know what they’re about to read. You don’t ever want to include a deceptive subject line because it can increase your chances of being spam, but it is also against the CAN-SPAM act’s regulations.