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In today’s business marketing mix, email marketing is a key component; however, with all the great ideas also comes various challenges to achieving desired results – one of which includes deliverability (i.e. avoiding spam filters). 

Spam filters score each and every email, deciding which will “pass” and which will be “filtered”, in turn not being delivered.  All emails are scored for spam on a point-based system (a 5-level scale between 0 to 13+).  The more points you get the less likely your email will pass the spam filters.  Below are a few ideas on how to improve deliverability. 

1. Use quality HTML.  Don’t use web files that have been created in Microsoft Word and other non-HTML tools as they are usually filled with “garbage code”.  Unbalanced, invalid or empty tags will be sure to set off those spam flags.  Also, it’s a good idea to validate your HTML through a free HTML validator (just search google, there’s plenty to choose from). 

2. Keep your subject lines clean.  Avoid spacing out words, using strong characters and don’t use a lot of capital letters (some are OK).  Also, beware of quotations, dollar signs and exclamation points.  Don’t start your subject line using words like “Free”, “As Seen” or “Offer” and don’t put toll-free numbers in – all are bad ideas. 

3. Text should be EZ to read.  All of the text in your email should be easy to read. Don’t use invisible text, teeny font sizes or overly large font sizes, as these can trigger spam filters as well. 

4. Be careful how many images you use.  Thinking about sending your email as one or a few big image files to control fonts and layout.  If yes, then don’t do it.  Little text and a lot of image files in your email will cause spam flags to go off.  Use images where needed, however, for text areas use actual text.  An added bonus, when recipients block images in their preview pane – they can still at least see part of your message to decide if they want to open or not. 

5. Include text-only email.  When sending HTML email, always include a text-only version as back-up, for those who don’t accept HTML emails.  Make sure to keep it as close to the original HTML copy as possible; the closer the copy, the less likely your email will be blocked. 

6. Check your unsubscribe language.  It’s law to include a way for recipients to manage their email subscriptions; however, many spammers include this and either don’t do anything about it or worse, use it as a way to verify your address. In turn, spam filters have started to negatively score the following phrases: ”to be removed” and “to unsubscribe”; instead try other phrases like “Manage your subscription” or “If you no longer wish to receive…”

7. Include privacy policy.  Include a link to your privacy policy in your email footer. No real spammer would ever do that (at least not with a working link) and the spam filters know that. 

8.  Don’t mention anti-spam laws:  You can loose big time points for mentioning anything about spam laws.  Many spammers claim they are compliant with spam laws, which they aren’t.  This practice will now cause spam filters to go off.  

Hopefully above guidelines will assist you with your future email marketing efforts.  With that, if you have additional ideas on avoiding spam filters, please share.  We’d love to hear from you!