How to keep your marketing emails out of the spam folder

It has been estimated that just under 80% of emails sent by email marketers to people who signed up to your list reach the inbox. This is a pretty staggering number when your recipients have subscribed legitimately. This is because spam filters are becoming increasingly sensitive to make sure that non-legitimate emails do not get delivered. To avoid your email ending up in the spam folder, there are some simple things you can do.

email marketing and spam

Have a good email list

It is important that you make sure that the people you are emailing want to hear from you. We do not recommend that you buy or rent email lists that you can’t trust the source of, and it’s crucial that your list members have opted in to receiving your correspondence.

The easiest and most common way to do this is to get them to subscribe to a mailing list, either via a website or links on social media. You can assume that, if people visit your site, they are likely to be interested in the information/product you provide. You could add a sign-up box on all of your pages to allow users to join the list.

Ask your recipients to put you on their contact list

It is pretty much guaranteed that emails are delivered to the inbox if your list members have added you to their address book/contact list. In your welcome/first email you could ask them to add you to their contact list. You could also ask them to do this in the body of other emails that you send.

Mind the subject line

It is important to take care with the subject line of your email as it can affect the likelihood of your email avoiding the spam folder.  We have written another short post on how to write a good subject line – the key message is that it should not be too much longer than 35 to 50 characters. The longer the subject line, the more likely it is that the email will go to the spam folder.

Make it easy to unsubscribe

While this might sound counter-intuitive, making the unsubscribe link visible on your emails can actually help overall deliverability to your list. It is preferable that your recipients choose to unsubscribe themselves, rather than marking your email as spam.

Email providers such as Gmail, Hotmail and others keep track of spam complaints and may penalise you, affecting how many of your other emails are delivered. If you make it easy for your list members to unsubscribe, the risk of the email service provider blocking all the emails you send is minimised.

Don’t forget that it is important to understand that there are laws governing the sending of emails to a list – you can read more about email spam and the law in one of our earlier posts.