{"id":4364,"date":"2019-07-29T13:54:26","date_gmt":"2019-07-29T10:54:26","guid":{"rendered":"https:\/\/snov.io\/blog\/?p=4364"},"modified":"2026-02-11T19:47:16","modified_gmt":"2026-02-11T16:47:16","slug":"how-to-avoid-spam-filters","status":"publish","type":"post","link":"https:\/\/snov.io\/blog\/how-to-avoid-spam-filters\/","title":{"rendered":"How To Avoid Spam Filters: 26 Tips And Tricks"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Every email marketing professional sending a campaign expects high open, reply, and conversion rates. Yet quite often, the spam rate takes over. This happens for two reasons &#8211; ESPs spam filter problems and the way the recipients interact with your emails. Unlike filters, based on algorithms and automatic analysis, the human factor is more unpredictable &#8211; if the message doesn\u2019t correspond to the recipients\u2019 needs or the content looks odd, they might mark it as spam.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here we\u2019ll cover everything you need to know about how to avoid spam filters and prevent your emails from being marked as spam.<\/span><\/p>\n<div class=\"table-of-contents\">\n<p class=\"table-of-contents__title\">Outline:<\/p>\n<ul>\n<li><strong><a href=\"#what_is_spam\">What is spam?<\/a><\/strong><\/li>\n<li><a href=\"#prevent\"><strong>How to prevent emails from going to Spam<\/strong><\/a>\n<ul>\n<li><a href=\"#avoid_spam_filter_algorithms\">How to avoid spam filter algorithms<\/a><\/li>\n<li><a href=\"#reduce_spam_report_rate\">How to reduce spam report rate<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/div>\n<h2 id=\"what_is_spam\"><span style=\"font-weight: 400;\">What is spam?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Spam (also known as junk email) is unsolicited emails sent in bulk to people who didn\u2019t give their consent to receiving them with the purpose to promote, spread malware, or phish.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key characteristics of spam emails are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Unsolicited<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Invisible headers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Poor grammar and spelling<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Asking for suspicious actions or information<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Bulk sending (more than 10 recipients)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Anonymous sender<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Spammy subject line<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Bright email body with lots of pictures, colors, and fonts<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Multiple links<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Irrelevant or suspicious attachments<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">All of these points can affect your email deliverability. However, there\u2019s more to <a href=\"https:\/\/snov.io\/blog\/why-are-my-emails-going-to-spam\/\">how emails end up in the spam<\/a> folder than poor grammar and attachments. Let\u2019s take a closer look.<\/span><\/p>\n<h2 id=\"prevent\"><span style=\"font-weight: 400;\">How to prevent emails from going to Spam<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Your emails can land in the Spam folder in two ways &#8211; by getting flagged by the email service providers\u2019 (ESPs) spam filters or by having the recipient label your email as spam manually.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email service providers analyze everything &#8211; how many of your emails you have sent before, how many emails you are trying to send right now, where you are sending them from, and how many of your emails get opened, which takes us to the human side of this problem.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How the recipients interact with your emails affects your sender reputation, which will then determine if you\u2019ll be able to send emails again. Everything from email opens to spam complaints (obviously) affects it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By avoiding suspicious behavior and fine-tuning your email copy you\u2019ll maximize your deliverability and keep your reputation pristine.<\/span><\/p>\n<h3 id=\"avoid_spam_filter_algorithms\"><b>How to avoid spam filter algorithms<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">As the first step of email analysis is conducted automatically by an algorithm, you need to be aware of the technical side and its influence on email deliverability.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">1. Avoid using dynamic IPs<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">A<\/span> <i><span style=\"font-weight: 400;\">dynamic IP<\/span><\/i><span style=\"font-weight: 400;\"> is an address used by two or more people simultaneously, for example, when using the same ISP or local Wi-Fi connection (at work or in a cafe). If you use an IP previously used for purposes you can not control, you won\u2019t be able to control this IP\u2019s sender reputation. And as you know, low sender reputation means a higher chance of getting flagged as a spammer. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">You need a <\/span><i><span style=\"font-weight: 400;\">dedicated IP<\/span><\/i><span style=\"font-weight: 400;\"> address to be on the safe side. A dedicated IP is a unique IP address associated with a definite hosting account that only you have access to.\u00a0<\/span><\/p>\n<h4 id=\"ip_reputation\"><span style=\"font-weight: 400;\">2. Check the IP reputation regularly<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">If you\u2019re not sure about the reputation of your IP, you can always check it. There are numerous free apps that can help you do that. We recommend <\/span><a href=\"https:\/\/snov.io\/email-deliverability-test\" rel=\"nofollow\"><span style=\"font-weight: 400;\">Snov.io<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">Talos Intelligence<\/span><span style=\"font-weight: 400;\">, or <\/span><a href=\"https:\/\/senderscore.org\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">Sender Score<\/span><\/a><span style=\"font-weight: 400;\"> for more detailed reports.\u00a0<\/span><\/p>\n<table style=\"width: 100%; border-collapse: collapse; border-style: dotted; border-color: #000000;\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">&nbsp;<\/p>\n<p>With<a href=\"https:\/\/snov.io\/email-deliverability-test\"> <strong>Snov.io Deliverability Check<\/strong><\/a>, you can test your email domain\u2019s technical setup and e<span style=\"font-family: inherit; font-size: inherit;\">nsure your email content doesn\u2019t trigger spam filters. The tool will provide you with Domain health score and Inbox score, so you&#8217;ll see what you should do to improve it.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-26561\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2023\/09\/snovio-emailwarmup.png\" alt=\"Snov.io Email Deliverability Check\" width=\"746\" height=\"620\" srcset=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2023\/09\/snovio-emailwarmup.png 1133w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2023\/09\/snovio-emailwarmup-300x249.png 300w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2023\/09\/snovio-emailwarmup-1024x850.png 1024w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2023\/09\/snovio-emailwarmup-768x638.png 768w\" sizes=\"(max-width: 746px) 100vw, 746px\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h4><span style=\"font-weight: 400;\">3. Verify all email lists\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">First of all, we do not recommend purchasing email lists. That said, <\/span><i><span style=\"font-weight: 400;\">any<\/span><\/i><span style=\"font-weight: 400;\"> email list you have, you have to verify, including those you have verified before. Regardless of the source, you cannot be 100% sure of the list\u2019s quality, because emails get abandoned, mistyped, or blocked every day. As time passes, any email list will need a cleaning. So, why is verifying emails so important?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you send emails to invalid email addresses, they bounce. The higher the bounce rate, the lower your IP reputation, and the lower your IP reputation, the closer you get to being blocked by the ESP. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, you always need to be certain that the emails you send will reach real recipients. Plus, it\u2019ll save you a big chunk of your budget. Always <\/span><a href=\"https:\/\/snov.io\/email-verifier\"><span style=\"font-weight: 400;\">verify and test emails<\/span><\/a><span style=\"font-weight: 400;\">. You can choose an email tester based on your needs and business type.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">4. Follow your email campaign open and spam complaint rates\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Having low open and high spam complaint rates is the shortest way to being suspended by the ESPs. Follow how your campaign is performing, and edit accordingly to improve the results.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If it\u2019s not helping, make sure to read our guide on how you can increase your <\/span><a href=\"https:\/\/snov.io\/blog\/how-to-increase-email-open-rate\/\"><span style=\"font-weight: 400;\">email open rate<\/span><\/a><span style=\"font-weight: 400;\">. High unsubscribe and spam complaint rates are most likely caused by incorrectly chosen <\/span><a href=\"https:\/\/snov.io\/blog\/email-frequency-best-practices\/\"><span style=\"font-weight: 400;\">email frequency<\/span><\/a><span style=\"font-weight: 400;\"> or the low quality of your email content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you need something to compare your rates to, here\u2019s the all-industry average:<br \/>\n<\/span><span style=\"font-weight: 400;\">&#8211; the average open rate is 20.81% for B2C and 15.1% for B2B<br \/>\n<\/span><span style=\"font-weight: 400;\">&#8211; the average unsubscribe rate is 0.23%<br \/>\n<\/span><span style=\"font-weight: 400;\">&#8211; the spam complaint rate threshold (before you get suspended) is usually 0.5%.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">5. Know the bounce rate\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The bounce rate is the ratio of the emails that haven\u2019t reached the recipients\u2019 inboxes to the general number of sent emails. There\u2019s a <\/span><a href=\"https:\/\/snov.io\/knowledgebase\/what-are-hard-and-soft-email-bounces\/\"><span style=\"font-weight: 400;\">difference between hard and soft bounces<\/span><\/a><span style=\"font-weight: 400;\">, but the higher the bounce rate, the bigger the damage to your sender reputation. Of course, the ideal bounce rate is 0 but it\u2019s not very realistic. Try to keep it under 2%.<\/span><\/p>\n<h4 id=\"warmup\"><span style=\"font-weight: 400;\">6. Warm up new email accounts before sending large campaigns<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">If you deal with huge amounts of emails regularly and change your sender accounts from time to time, you need to first remember to warm them up. Start with one email a day (that is sure to be opened) and keep increasing this number day-to-day to improve your sender reputation.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">To speed up the process, rely on an email warm-up tool such as\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/snov.io\/email-warm-up\" target=\"_blank\" rel=\"noopener\"><strong><span data-preserver-spaces=\"true\">Snov.io Email Warm-up<\/span><\/strong><\/a><span data-preserver-spaces=\"true\">. Thanks to AI-powered algorithms, it creates realistic emails and automatically sends them to the contacts database based on your chosen settings.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Your emails will get automatic replies, and if any of them lands in spam, Snov.io Email Warm-up will unspam them. This way, you\u2019ll notice a considerable email deliverability improvement and open rate growth right after the first campaign.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-26641\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2021\/08\/wp.png\" alt=\"Snov.io Email Warm-up\" width=\"746\" height=\"374\" srcset=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2021\/08\/wp.png 1227w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2021\/08\/wp-300x150.png 300w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2021\/08\/wp-1024x513.png 1024w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2021\/08\/wp-768x385.png 768w\" sizes=\"(max-width: 746px) 100vw, 746px\" \/><\/p>\n<p>On top of that, now Snov.io lets you <a href=\"https:\/\/snov.io\/knowledgebase\/how-to-warm-up-your-email-on-specific-providers\/\">warm up emails for specific providers<\/a>. Say, if you notice that your emails tend to land in spam on Microsoft accounts, you can fix the problem by warming up exactly this provider.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-32312\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2022\/08\/Choose.jpg\" alt=\"How to choose the providers for the targeted warm-up\" width=\"746\" height=\"1044\" srcset=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2022\/08\/Choose.jpg 483w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2022\/08\/Choose-214x300.jpg 214w\" sizes=\"(max-width: 746px) 100vw, 746px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">7. Create a separate email account for outbound marketing<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">When sending outbound email campaigns, you need to be 100% sure of your reputation. Unfortunately, it may be a daunting task when the whole company is using the same domain name and IP.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is why many companies create a separate domain and account for outbo<\/span><span style=\"font-weight: 400;\">und campaigns &#8211; to be able to control the sender reputation and have full confidence that they are the only ones responsible for it. It\u2019s a good idea to keep all your email campaigns separated &#8211;<\/span><span style=\"font-weight: 400;\"> outbound, marketing, newsletters, transactional emails, etc.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">8. Set up SPF, DKIM, and DMARC records<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">SPF, DKIM, and DMARC a<\/span><span style=\"font-weight: 400;\">re the three protection steps that can save senders from phishers, hackers, and data capture, <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i><span style=\"font-weight: 400;\"> help avoid the recipients\u2019 Spam folder.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Sender Policy Framework (SPF) <\/span><\/i><span style=\"font-weight: 400;\">is a special DNS record that contains all the IP addresses from which you can send emails from your domain name. The SPF check is the first step in email authentication. If the recipients\u2019 server finds your sender IP in the SPF record, it will let the email pass through to the second check. Learn how to create an SPF record for your domain <\/span><a href=\"https:\/\/support.google.com\/a\/answer\/33786?hl=en&amp;visit_id=636912165291335609-3602072667&amp;rd=1\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Domain Keys Identified Mail<\/span><\/i><span style=\"font-weight: 400;\"> (DKIM) is the mechanism that works using two encryption keys, private and public. This is the second step in preventing spoofing. The private key encrypts an invisible header in every email. The public key is the TXT-record in the DNS record. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the recipient\u2019s server receives an email, it requests the public key and decrypts the header that proves that you are the sender. If you don\u2019t set up the DKIM, many mail servers will simply decline your email. Read how to set up DKIM <\/span><a href=\"https:\/\/support.google.com\/a\/answer\/174124?hl=en&amp;ref_topic=2752442\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Domain-based Message Authentication Reporting and Conformance<\/span><\/i><span style=\"font-weight: 400;\"> (DMARC) is a protocol that defines what to do if the sent email hasn\u2019t passed the first two authentication steps (SPF and DKIM). This is the third and last step in email authentication. You can set one of three options: take no action on the email, mark the message as spam, or reject the message. Read how to set up DMARC <\/span><a href=\"https:\/\/support.google.com\/a\/answer\/2466580?hl=en\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<div class=\"content-banner default\">\n<p class=\"content-banner__title\">Check your SPF, DKIM, and DMARC records<\/p>\n<p class=\"content-banner__description\">Use Snov.io Deliverability Test<\/p>\n<div class=\"content-banner__link\"><a href=\"https:\/\/app.snov.io\/register?lang=en&amp;signup_source=blog&amp;signup_page=snov.io%2Fblog%2Fhow-to-avoid-spam-filters&amp;cta_type=banner&amp;_gl=1*19qoi7m*_ga*NTk2MDQyMzQwLjE2OTUzNzQ4ODU.*_ga_TKFKTRN012*MTcxNDEzMjAwOS4yMzUuMS4xNzE0MTMzNDM0LjAuMC4w*_ga_BNRTCNFP5Y*MTcxNDExOTkzNy44MC4xLjE3MTQxMzM0MzQuNy4wLjA.\">Try now<\/a><\/div>\n<div class=\"content-banner__img\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2021\/06\/Spam-Checker.png\" alt=\"Check your SPF, DKIM, and DMARC records\" width=\"224\" height=\"224\" \/><\/div>\n<\/div>\n<h4><span style=\"font-weight: 400;\">9. Avoid spam trigger words<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Every sent email is analyzed in detail. Every word, too. If you overuse words that trigger spam filters, like <\/span><i><span style=\"font-weight: 400;\">free, 50% discount, buy now, <\/span><\/i><span style=\"font-weight: 400;\">etc., your emails may be sent to the Spam folder. You can read (and download) a list of 550+ <\/span><a href=\"https:\/\/snov.io\/blog\/550-spam-trigger-words-to-avoid\/\"><span style=\"font-weight: 400;\">spam trigger words<\/span><\/a><span style=\"font-weight: 400;\"> we have compiled for you to keep your email copy clean.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">10. Be careful with HTML\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Badly coded HTML is a pretty distinctive feature of spammer emails, and the filters know it. Make sure your HTML template is perfect, or don\u2019t use it at all.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">11. Stick to the optimal text-to-picture ratio<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Pictures are beloved by spammers because it\u2019s a great way to hide spam trigger words from the filters. That\u2019s why overusing pictures can catch the attention of spam filters. The best text-to-picture ratio is 80-to-20.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">12. Send personalized emails<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Spam is essentially bulk emails, sent with no regard to any personal approach. This means that spammers don&#8217;t bother with targeting and every email looks the same. And the spam filters are looking out for this. To avoid your emails looking like spam, you need to add a little <\/span><a href=\"https:\/\/snov.io\/blog\/ua\/how-to-personalize-your-email-ua\/\"><span style=\"font-weight: 400;\">personalization<\/span><\/a><span style=\"font-weight: 400;\"> into each of your emails. This can be the person\u2019s first name, last name, company, etc., there is no limit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not only will adding personalization help you avoid the filters, but it will also improve your open rate, click-through rate, and sometimes even conversions. Use <\/span><a href=\"https:\/\/snov.io\/knowledgebase\/how-to-add-variables-to-emails\/\"><span style=\"font-weight: 400;\">custom email variables<\/span><\/a><span style=\"font-weight: 400;\"> to add a human touch that will look real to both the ESPs\u2019 filters and the recipients.\u00a0<\/span><\/p>\n<table style=\"width: 100%; border-collapse: collapse; border-style: dashed; border-color: #000000;\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">\ud83d\udc40\u00a0Did you know?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With Snov.io <a href=\"https:\/\/snov.io\/linkedin-automation-tools\">LinkedIn prospecting automation<\/a>, you can send personalized connection requests and messages on LinkedIn! Just add these automated actions in Email Drip Campaigns and watch your client database grow.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-28322 aligncenter\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2023\/05\/Snov.io-LinkedIn-Automation-Tool-CRM.png\" alt=\"\" width=\"746\" height=\"363\" srcset=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2023\/05\/Snov.io-LinkedIn-Automation-Tool-CRM.png 1954w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2023\/05\/Snov.io-LinkedIn-Automation-Tool-CRM-300x146.png 300w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2023\/05\/Snov.io-LinkedIn-Automation-Tool-CRM-1024x498.png 1024w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2023\/05\/Snov.io-LinkedIn-Automation-Tool-CRM-768x373.png 768w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2023\/05\/Snov.io-LinkedIn-Automation-Tool-CRM-1536x747.png 1536w\" sizes=\"(max-width: 746px) 100vw, 746px\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<div class=\"content-banner default\">\n<p class=\"content-banner__title\">Multichannel outreach is easy<\/p>\n<p class=\"content-banner__description\">Use LinkedIn Automation Tool to reach out to leads on LinkedIn<\/p>\n<div class=\"content-banner__link\"><a href=\"https:\/\/app.snov.io\/register?lang=en&amp;signup_source=blog&amp;signup_page=snov.io%2Fblog%2Fhow-to-avoid-spam-filters&amp;cta_type=banner\">Start automating now and see the results<\/a><\/div>\n<div class=\"content-banner__img\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2024\/03\/Icon-1-opt-3.png\" alt=\"Multichannel outreach is easy\" width=\"224\" height=\"224\" \/><\/div>\n<\/div>\n<h4><span style=\"font-weight: 400;\">13. Go easy on attachments<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Email deliverability is majorly affected by the email size. Experiments show that the larger the email, the more often it is filtered as spam by <a href=\"https:\/\/snov.io\/blog\/email-sending-limits-of-email-service-providers\/\">ESPs<\/a>. This way, the open and conversion rates decrease, and the spam rate grows. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The solution is easy: instead of sending the file as <a href=\"https:\/\/snov.io\/blog\/a-short-guide-to-email-attachments-the-dos-the-donts-and-the-whys\/\">an attachment with the email<\/a>, include links to Google Drive files (which, by the way, are automatically scanned for viruses and look trustworthy to both the ESPs and the recipients).<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">14. Comply with email laws and regulations\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Under the CAN-SPAM Act, every sender should follow certain rules to be on the safe side. They are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Don\u2019t send emails through open relays<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Include an unsubscribe link at the bottom of the email<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">An email should contain the true header\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">An email should contain at least one sentence and not be null<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The CAN-SPAM Act is just one of the major regulations. Make sure your campaigns comply with the regulations of your (and your recipients\u2019) country.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">15. Track links right<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Link tracking is crucial when it comes to analyzing your email campaign\u2019s success. That said, it can hurt email deliverability if done wrong. The best way to include links in your email copy is by using anchor words instead of including the link as is. We explain this in more detail in our article about <\/span><a href=\"https:\/\/snov.io\/knowledgebase\/how-to-track-clicks-on-a-link-in-email-campaigns\/\"><span style=\"font-weight: 400;\">links tracking\u2019s effect on deliverability<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><a href=\"https:\/\/app.snov.io\/register?lang=en&amp;signup_source=blog&amp;signup_page=snov.io%2Fblog%2Fhow-to-avoid-spam-filters&amp;cta_type=banner\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8036\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/verifier-2-1.png\" alt=\"email verifier\" width=\"850\" height=\"263\" srcset=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/verifier-2-1.png 2028w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/verifier-2-1-300x93.png 300w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/verifier-2-1-1024x317.png 1024w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/verifier-2-1-768x238.png 768w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2019\/07\/verifier-2-1-1536x476.png 1536w\" sizes=\"(max-width: 850px) 100vw, 850px\" \/><\/a><\/p>\n<h3 id=\"reduce_spam_report_rate\"><b>How to reduce spam report rate<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">If the email content doesn\u2019t suit the recipients\u2019 expectations or they simply don\u2019t want to receive emails from you, they can either unsubscribe or worse &#8211; if they suspect your email is spam they will send it to the Spam folder or report abuse to a blocklist center (<\/span><span style=\"font-weight: 400;\">SpamHaus<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">Talos Intelligence<\/span><span style=\"font-weight: 400;\">, etc). So, how do you reduce the spam report rate? By following a couple of rules (and common sense).<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">1. Receive people\u2019s consent to emails<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">While cold email is a real and valid email marketing option, you\u2019ll still get better results with inbound emails to people who have actively chosen to receive emails from you. When you receive people\u2019s active consent to receive emails, you minimize the chances of them reporting your emails as spam. Set up a form on your website or inform buyers that you would like to send them emails to receive consent.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">2. Learn how often people want to receive emails from you<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">If you receive emails from a certain sender too often, even if you\u2019ve subscribed to them, you can still get annoyed into marking them as spam. Learn the <\/span><a href=\"https:\/\/snov.io\/blog\/email-frequency-best-practices\/\"><span style=\"font-weight: 400;\">email frequency best practices <\/span><\/a><span style=\"font-weight: 400;\">for B2B and B2C to avoid ruining your reputation and maximize your email marketing results.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">3. Don\u2019t use misleading subject lines and headers<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Do not give false promises if you are not going to go through with them. Giving your emails misleading subject lines and headers will destroy the trust the recipients have in you when they open your emails and will increase your spam report rate. Learn <\/span><a href=\"https:\/\/snov.io\/blog\/best-email-subject-lines-for-sales\/\"><span style=\"font-weight: 400;\">how to write a great email subject line<\/span><\/a><span style=\"font-weight: 400;\"> to improve your open rate, and never try to deceive your reader.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">4. Use a clear and trustworthy sender name<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The recipients are unlikely to trust you if they don\u2019t know who you are. To avoid this you can:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">avoid obscure emails like <\/span><i><span style=\"font-weight: 400;\">24446666668888888no@company.name<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">don\u2019t change your sender name too often<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">make it recognizable by including your full name or the name of the company you work for (e.g. <\/span><i><span style=\"font-weight: 400;\">Maryna from Snov.io<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">Eileen at Zapier<\/span><\/i><span style=\"font-weight: 400;\">)<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">5. Avoid multiple colors, fonts, and capitalized text<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Besides beings negatively perceived by spam filters, an overabundance of colors, fonts, and capitalized text can also awake distrust in the recipient. If the opened email contains hard-to-read text in multiple colors, with every sentence written in a different font, and the subject line or big chunks of text are in caps, it will scream SPAM to anyone who\u2019s been online long enough to know what a spam email looks like.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, if you\u2019d still like to play with your fonts and colors a little without hurting your sender reputation, we\u2019ve created guides on <\/span><a href=\"https:\/\/snov.io\/blog\/\"><span style=\"font-weight: 400;\">how to use fonts in an email<\/span><\/a><span style=\"font-weight: 400;\"> and using <\/span><a href=\"https:\/\/snov.io\/blog\/colors_in_email_marketing\/\"><span style=\"font-weight: 400;\">colors in email marketing<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The gist is &#8211; don\u2019t use more than two easy-to-read colors (one for the main text or background and one for the CTA), use one font, and once and for all forget about CAPS &#8211; no need to yell at your recipient. Ideally, use only your corporate colors and fonts to make your emails visually recognizable and trustworthy.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">6. Let the recipient know you\u2019re sending a promotional email<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">According to the CAN-SPAM Act, if an email is promotional or an advertisement, it should be disclosed in the email body. You can add this information at the end of the email. For example, <\/span><i><span style=\"font-weight: 400;\">This advertisement was sent by Company Name.<\/span><\/i><\/p>\n<h4><span style=\"font-weight: 400;\">7. Double-check your grammar and spelling<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Avoiding grammar and spelling mistakes as an email marketer is less advice and more common sense, but it\u2019s especially relevant in the context of spam complaints. Poor grammar and spelling are a distinct feature of spammers. The exact reasons behind this are unclear &#8211; perhaps misspelling words helps avoid certain spam filters, or maybe phishers simply don\u2019t pay much attention to the quality of their lies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One thing is clear &#8211; mistakes don\u2019t look good in the eyes of your recipients, and an overwhelmingly large number of mistakes can cause enough disappointment and anger to send your email to the spam folder.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">8. Insert just one link with a clear CTA<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">If you want your CTAs to work, your link has to look legit. Therefore, make sure it describes clearly where it\u2019s going to take the recipient &#8211; suspicious links are one of the primary reasons emails get labeled as spam. Besides, use just one link with the CTA &#8211; using multiple CTAs distracts the recipient from the main goal.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">9. Ask for simple innocuous actions<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">What do you do if the sender asks you to send money? Or open an attachment you aren\u2019t expecting? Or follow a sketchy link? I always mark such messages as spam. And who wouldn\u2019t? Learn from others\u2019 mistakes and do not ask people to perform questionable actions.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">10. Allow recipients to unsubscribe<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Everyone should have the right to unsubscribe if the content of the emails they receive doesn\u2019t correspond with their needs, preferences, or wishes. Always give the recipient a way to opt-out, whether through a reply (best for outbound) or an unsubscribe link (inbound).<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">11. Do not send emails to generic corporate email addresses\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Sending to generic email addresses like<\/span> <em><span style=\"font-weight: 400;\">info@company.name<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">sales@company.name<\/span><\/em><span style=\"font-weight: 400;\">, etc. is unlikely to result in a high response rate and gives little room for personalization. None of this is good for your sender reputation. Which is why we recommend to send emails to personal corporate email addresses and personalize your email copy as much as possible.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Always be on the safe side<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">All the mentioned tips are crucial when sending an email campaign. However, sometimes things go wrong even in the best-planned campaigns, which is why you should always send a test email.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can find lots of tools that check if the email you&#8217;re going to send will pass through all the spam filters. However, replicating the real conditions is the only sure way to find out if your email will reach the inbox. Send a spam test email to make sure you didn\u2019t forget any of the points.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Happy sending!<\/span><\/p>\n<p><a href=\"https:\/\/app.snov.io\/register?lang=en&amp;signup_source=blog&amp;signup_page=snov.io%2Fblog%2Fhow-to-avoid-spam-filters&amp;cta_type=banner\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8010\" src=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1.png\" alt=\"email drip campaigns\" width=\"850\" height=\"263\" srcset=\"https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1.png 2028w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1-300x93.png 300w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1-1024x317.png 1024w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1-768x238.png 768w, https:\/\/snov.io\/blog\/wp-content\/uploads\/2020\/05\/drips-1-1-1536x476.png 1536w\" sizes=\"(max-width: 850px) 100vw, 850px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Doing your best to avoid spam filters but in vain? Let\u2019s find out why it happens and what you can do about it.<\/p>\n","protected":false},"author":11,"featured_media":4738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1929],"tags":[36,16,17,21,26],"_links":{"self":[{"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/posts\/4364"}],"collection":[{"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/comments?post=4364"}],"version-history":[{"count":4,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/posts\/4364\/revisions"}],"predecessor-version":[{"id":40582,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/posts\/4364\/revisions\/40582"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/media\/4738"}],"wp:attachment":[{"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/media?parent=4364"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/categories?post=4364"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/snov.io\/blog\/wp-json\/wp\/v2\/tags?post=4364"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}