How to Send Email and Avoid Spam Filters

How to Send Email and Avoid Spam Filters

There are a lot of things that you must be careful with when you are sending email. It does not matter whether you are sending thousands of email per week or to a small list of customers. Spam filters will kill your email marketing campaign if you are not careful. ISP’s often apply content filters and assign a “spam score” to your email and may delete it based on server settings or send it to the junk mail. Many people do not already bother to look in their junk mail folders so this method that your message never gets a second look.

This method that it is basic to follow the best practices to make sure your email has the best chance of getting by spam filters and be delivered to your intended person. Unfortunately getting your email delivered to the inbox is not an exact science. There is no sure fire way to guarantee delivery but you will increase your chances by following certain do’s and don’ts.

These are some of the basics of what you should…


Get a professionally designed template

A professionally designed email template will ensure that your html code is correct and that it is viewed properly in all browsers. If your email has poorly written code then you will receive a higher spam score.

Ensure that your email is not missing any code or have redundant coding

If you send an email with bad code then your email will not render properly and this will give ISP’s a red flag concerning the emails that you are sending. If your email contains empty font tags or excessive spaces this can damage your chances of successful delivery.

Double check your email for grammar and spelling

Spammers are known for bad spelling and grammar. Make sure that you do not fall into the same category. Besides the possibility of ending up in junk mail you will also give the wrong impression to your reader.

Use a balance of images and text

Email messages with one graphic to convey your message is not smart as it will most likely end up in the trash. Using text only can be an advantage but readers do like a mix of both.

Use personalization for all of your messages

A good auto responder system will always have the ability to insert merge codes. This method that instead of say a generic “Hello Friend” You can say “Hello Sam”. On the same token if you have not bothered to keep a clean database then your message can appear to be written by a five year old. If you are going to use merge codes and I highly recommend that you do then make sure that the data that is being merged looks good!

These are some of the basics of what you should NOT


Do not use Italics or large fonts

Using these will increase your spam score. If you feel like part of your message needs to be harder hitting then consider using an image instead. Just make sure that you are using a good balance of images and text.

Always use the same font and never use all UPPERCASE

Using uppercase words to draw attention will do exactly that. It would draw the attention of your readers if they ever saw the message but it will definitely draw the attention of spam filters and this is not the attention that you are looking for.

No White Text on a Colored background

Many spammers will add white text that the reader will not see in an attempt to get by spam filters. Do not utilize this tactic. It will most likely fail. Black text on white background may be boring but it works the best not only for getting by spam filters but also it is the easiest to read. You can spice things up with graphics if you feel the need.

Do not embed your images

Images are often sent as an attachment or encased in the email and this will lessen your chances of getting by filters. great number your images online for the best results.

No forms in the email

In the olden days (several years ago) we would send a form in the email and we were truly able to get the form filled out. Seems like a great idea and it was back then. The security of the internet and email programs makes this a very bad idea.

Do Not use High Spam Score Words and Phrases

The content of your message is highly prone to giving you a high spam score. This includes your subject line. It can be just one information or complete phrases that the spam filters are looking for. There are the obvious shared words such as free, Viagra, porn, gamble but there also the words that inevitably go along with these such as replica, quality, enhanced, hard and stamina. If you must use these words because they are basic to your message you should consider using a graphic to convey that part of your message.

Here is a list of the phrases to avoid:

No Obligation

Click Here or Click below

Click to be removed

No Risk, Low Risk

Order Now


Use an online spam checker

There are many free online spam checker that you ran insert your possible email in and it will score your email message for deliverability. Just do a Google search for “free spam checker” This will allow you to adjust your message until you can get a decent score before attempting to send your message.

Test your message and then test it again

When you are sending a single email and you have a mistake it will only affect one person. When you have a mistake that is sent out to hundreds or thousands of people it is no longer a single mistake. You need to send your email to yourself a number of times and take the time to read it over. You should also setup several free email accounts so you can see how your email may be filtered by some of the major providers such as Gmail or yahoo.

As you can see there is a lot to setting up and sending a successful email and all of these little points when done right will create a huge success.

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