Avoid Spam Filters: Checklist for Cold Email Copy
Spam filters can block your emails before they even reach your audience. To avoid this, you need a solid strategy that combines smart email copy, technical setup, and compliance with email regulations. Here’s what you need to know:
- Avoid spam trigger words like "free", "act now", or "guarantee." These can send your emails straight to the spam folder.
- Personalize your emails by referencing specific details about the recipient or their business. Generic messages are a red flag.
- Keep it short and focused. Aim for 150–200 words with one clear goal per email.
- Limit links and attachments. Use a single, relevant link and avoid attachments in your initial outreach.
- Set up proper email authentication (SPF, DKIM, DMARC) to build trust with email providers.
- Use dedicated IPs and pre-warmed domains to protect your sender reputation and improve deliverability.
- Test your emails with tools like Mail-Tester to ensure they don’t trigger spam filters.
- Follow the CAN-SPAM Act by including an unsubscribe link, accurate sender details, and processing opt-outs promptly.
Checklist: Words and Phrases That Trigger Spam Filters
Knowing which words can set off spam filters is crucial if you want your emails to land in inboxes. Even legitimate business emails often get flagged because they unintentionally include language that resembles spam.
The tricky part? Striking the right balance between persuasive language and content that won’t raise red flags. While you want your emails to be engaging and action-driven, certain words or phrases can send them straight to the spam folder before your recipient even sees them.
Spam Trigger Words to Avoid
Spam filters tend to flag certain words and phrases, often grouping them into categories based on risk levels. Here’s what to watch out for:
- High-risk financial terms: Words like "cash", "money back", "credit", "investment", "loan", and "mortgage" are common culprits. Even if you’re in the financial sector, you’ll need to tread carefully when using these.
- Urgency and scarcity phrases: Phrases like "act now", "limited time", "expires today", "urgent", and "last chance" can make your email sound pushy, which spam filters don’t like.
- Free offers and promotions: Words such as "free", "no cost", "risk-free", "guarantee", "bonus", and "prize" are notorious for triggering filters.
- Superlative claims: Over-the-top phrases like "amazing", "incredible", "miracle", "breakthrough", "guaranteed results", and "100% effective" can make your email sound too good to be true.
- Overloaded calls-to-action: Overusing phrases like "click here", "buy now", "order today", or "call now" can hurt your email’s deliverability.
It’s not just about the words themselves - context matters too. A single trigger word won’t necessarily doom your email, but if you combine several of them with poor email practices (like weak engagement or a bad technical setup), your chances of hitting the spam folder skyrocket.
How to Write Natural, Compliant Email Copy
To keep your emails out of spam folders, focus on creating messages that feel authentic and prioritize building connections over hard selling. Here’s how:
- Write conversationally: Your email should feel like it’s coming from one professional to another, not like a mass-produced sales pitch. Aim for a tone that’s approachable and human.
- Highlight value, not hype: Instead of saying, "Don’t miss this amazing deal", try something like, "I noticed your team is exploring new markets - here’s how we helped [Similar Company] grow their market share by 40%."
- Personalize your message: Reference the recipient’s company, recent achievements, or industry trends. This not only makes your email more engaging but also signals to spam filters that it’s a targeted, legitimate message.
- Avoid excessive punctuation and formatting: Overusing exclamation points, ALL CAPS, or symbols can make your email look spammy.
- Keep your sentences natural: Avoid keyword stuffing or awkward phrasing. Reading your email out loud can help you spot anything that sounds off.
- Limit the number of links: Too many links in a short email can trigger filters. Stick to one or two links, and make sure they’re relevant and naturally integrated.
- Test your subject lines: Experiment with different subject lines to find ones that perform well without using spammy tactics like excessive punctuation or all caps.
These tips work best when paired with a solid email setup, including proper authentication and infrastructure. Plus, when your emails encourage engagement - like opens, replies, or clicks - email providers are more likely to trust your future messages and deliver them to the inbox.
Technical Setup for Better Deliverability
Even the best cold email copy won't matter if your technical setup isn't up to par. Your infrastructure plays a key role in determining whether your emails land in inboxes or get blocked before anyone sees them.
Email providers rely on advanced algorithms to assess incoming messages. They check your domain's reputation, authentication protocols, and sending setup. A weak technical foundation can sabotage even the most well-crafted email campaigns.
Email Authentication: SPF, DKIM, and DMARC Setup
Email authentication protocols ensure that your emails are legitimate. They help receiving servers verify that you're authorized to send emails from your domain and that your messages remain intact during delivery.
- SPF (Sender Policy Framework): This protocol tells receiving servers which IP addresses are authorized to send emails on your behalf. Without an accurate SPF record, your emails might be flagged as suspicious. Make sure your SPF record lists all the IP addresses and services you use for sending emails, including any third-party providers.
- DKIM (DomainKeys Identified Mail): DKIM adds a cryptographic signature to your emails, proving they came from your domain and haven't been altered during transit. To set it up, you’ll publish a public key in your DNS records, while your email server uses a private key to sign outgoing messages.
- DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC works alongside SPF and DKIM, giving instructions to receiving servers on how to handle emails that fail authentication. It also provides detailed reports, helping you detect spoofing attempts and other issues.
For these protocols to work, your DNS configuration must be flawless. Even minor errors in your DNS records can lead to authentication failures, so precision is critical.
Using Dedicated IPs and Proper DNS Configuration
Shared IP addresses can harm your email deliverability because your reputation is tied to other users. If someone else on the shared IP sends spam, it can negatively affect everyone using that IP.
- Dedicated IPs: These give you full control over your sending reputation. Email providers evaluate metrics like bounce rates, spam complaints, and engagement levels for each IP. With a dedicated IP, these metrics reflect only your activity, not that of others. However, new dedicated IPs require a process called "warming", where you gradually increase sending volume to build trust with email providers.
- Automated DNS Setup: Configuring authentication protocols manually can be tricky. Platforms like Infraforge simplify this process by automating DNS setup, ensuring your SPF, DKIM, and DMARC records are correctly configured. This reduces the risk of errors that could hurt your deliverability.
- Domain Masking: To protect your main domain’s reputation, you can use separate domains for different email activities. This isolates your primary business domain from any potential issues caused by cold outreach campaigns.
Why Pre-Warmed Domains and Mailboxes Matter
New domains and email addresses start with no reputation, making them more likely to be flagged as spam. Email providers tend to distrust senders without a track record, which can result in messages being blocked or sent to spam folders.
Pre-warmed domains and mailboxes, offered by providers like Infraforge, come with established reputations. These accounts have already gone through the warming process, which involves sending emails to real recipients who engage with them. This creates a history of positive interactions, allowing you to start your campaigns with better deliverability.
- Multi-IP Provisioning: By spreading your email sending across multiple IPs, you can protect your reputation. If one IP encounters issues, the others remain unaffected, ensuring that your campaigns continue to run smoothly.
With your technical setup in place, the next step is learning how to craft emails that take full advantage of this foundation to bypass spam filters and engage recipients effectively.
Writing Cold Emails That Avoid Spam Filters
Crafting cold emails that dodge spam filters takes more than just technical know-how. The real magic lies in creating messages that feel personal and genuinely valuable. To get through, your emails need to sound human, provide clear benefits, and steer clear of language or patterns that might trip spam triggers. Forget the hard sell - focus on meaningful, respectful communication that earns attention.
Personalize Your Emails
Generic emails are like red flags for spam filters. If your message sounds like it could be sent to anyone, it’s likely to get flagged. Personalization goes beyond just using the recipient’s name - it’s about demonstrating that you’ve done your homework.
Start by digging into the recipient’s business, recent milestones, or industry challenges. Maybe they just announced a new product, secured funding, or shared an insightful blog post. Mentioning specific details like these shows you’ve taken the time to understand their world, which makes your email stand out and less likely to be dismissed.
For example, instead of a vague line like, “I see you work in marketing,” aim for something like, “I came across the LinkedIn post where you shared results from your new customer retention campaign - impressive work!” This level of detail proves your email isn’t a cookie-cutter template, but a thoughtful message crafted just for them.
Keep Emails Short and Focused
Once you’ve personalized your email, keep it concise. Long-winded messages not only risk losing your reader’s attention but might also trigger spam filters. Aim for 150–200 words - short enough to read quickly, even on a smartphone.
Break your email into small, digestible chunks with short paragraphs. Use white space to make it easy to scan. Start with a personalized opening, follow up with one clear value proposition, and close with a simple call to action.
Stick to one goal per email. Whether you’re asking for a meeting, sharing a resource, or introducing yourself, keep the focus on that single objective. Overloading the recipient with multiple requests can confuse them and increase the likelihood of your email being ignored - or worse, marked as spam.
Limit Links and Avoid Attachments
Spam filters don’t like emails stuffed with links or attachments. To stay safe, keep it simple: include only one link and skip attachments, especially in your initial outreach.
If you need to share additional resources, direct the recipient to a single landing page where they can find everything they need. This not only avoids spam triggers but also makes it easier to track engagement.
When you do include a link, make sure it’s clean and clearly tied to your domain. Avoid link shorteners like bit.ly or tinyurl.com - they’re often associated with spam. Using your own domain or the actual destination URL builds trust and transparency.
Testing and Monitoring Your Emails
Testing and monitoring are crucial steps to ensure your emails land in inboxes rather than spam folders. These practices not only improve deliverability but also help maintain a strong sender reputation.
Test Emails Before Sending
Before hitting "send", run your emails through spam testing tools to catch potential issues. For instance, Mail-Tester is a free tool that evaluates your email for spam triggers. Simply send your email to the provided address, and you'll receive a detailed report highlighting areas for improvement.
For a deeper dive, tools like GlockApps test your email across major providers like Gmail, Outlook, and Yahoo. They help pinpoint specific issues that could affect deliverability, giving you the chance to make adjustments before launching your campaign.
Pay close attention to your spam score. If testing tools flag problems with your subject line, authentication setup, or content, address them promptly. Experiment with different versions of your email to optimize both wording and formatting. These efforts ensure your email is well-prepared to meet compliance standards and perform effectively.
Follow US CAN-SPAM Act Requirements
It's not just about technical optimization - your emails must also comply with legal standards. The CAN-SPAM Act is a federal law that governs commercial email practices, and violating it can lead to hefty penalties.
Every email must include a clear and functional unsubscribe link. Use straightforward language like "Unsubscribe" or "Remove me from this list" to make opting out easy for recipients. Ensure the link works immediately and remains active for a reasonable period after the email is sent.
Additionally, always include accurate sender details, such as your real name, company name, and a valid physical address. Misleading or incomplete information can not only flag your emails as spam but also lead to legal trouble.
When a recipient opts out, process their request promptly - usually within 10 business days. Automating this process, as companies like Infraforge do, can help ensure compliance. Regularly test your unsubscribe functionality to avoid any hiccups.
Track Your Sender Reputation
Once your emails are compliant and technically sound, monitoring your sender reputation is the next step. Your sender reputation determines whether your emails make it to inboxes or get blocked. Tools like Google Postmaster Tools and Microsoft SNDS provide free insights into how major email providers view your domain.
Keep an eye on key metrics like bounce rates, spam complaints, and engagement levels. Sudden changes in these metrics can signal deliverability issues that need immediate attention.
Building a strong domain reputation takes time, but it can quickly erode if problems arise. If you're using a new domain, start with smaller email volumes and gradually scale up to avoid triggering spam filters.
It's also important to monitor your IP reputation. Shared IPs can be affected by the actions of other users, so switching to a dedicated IP can improve your deliverability. If your IP ends up on a blacklist, your emails won't reach recipients until the issue is resolved.
To stay ahead of problems, set up automated monitoring. Tools like Sender Score offer free reputation tracking, while paid services provide more detailed analytics. Regular monitoring ensures that small issues are caught early, preventing them from turning into major obstacles for your email campaigns.
Key Steps to Avoid Spam Filters
To ensure your emails land in inboxes and not spam folders, you'll need a mix of thoughtful content, solid technical setup, and ongoing monitoring. Here's how to bring these elements together for better email deliverability.
Start with your email content. Avoid using trigger words like "free", "guaranteed", or "act now", which can flag spam filters. Write in a conversational and personal tone, focusing on what matters to the recipient. Keep your messages short and relevant, steering clear of excessive capitalization, unnecessary exclamation points, or language that feels overly pushy or sales-driven.
Next, your technical setup plays a critical role. A well-configured infrastructure ensures your emails are trusted by email providers. Authenticate your emails with SPF, DKIM, and DMARC protocols, which help verify your identity as a sender. If you're managing multiple campaigns or high volumes, consider using dedicated IP addresses to maintain control over your sender reputation. Tools like Infraforge can simplify this process by automating DNS configurations and providing pre-warmed IPs, so you can focus on crafting great content instead of dealing with technical headaches.
Once your content and infrastructure are in place, regular testing and monitoring become essential. Test your emails to catch potential issues before they escalate. Make sure unsubscribe links are functional and that your sender details comply with the CAN-SPAM Act. Use tools like Google Postmaster Tools to monitor your sender reputation and keep an eye on metrics like bounce rates and spam complaints.
The key to sustainable deliverability lies in aligning all these factors. By combining compliant, recipient-focused content with a reliable technical setup and ongoing performance checks, you create a system that not only delivers results but also protects your sender reputation.
FAQs
How can I personalize cold emails to improve deliverability and avoid spam filters?
To ensure your cold emails actually reach the inbox and don’t get caught in spam filters, make personalization your priority. Tailor each email to the recipient by doing a bit of homework - look into their industry, role, or current challenges. Mention specific details that show you’ve done your research, like a shared connection or a recent achievement they’ve had.
The key is to write genuine, relevant messages that feel personal, starting with an opening line that grabs their attention. Steer clear of generic templates or stuffing your email with words that might trigger spam filters. When you take the time to personalize thoughtfully, you not only avoid spam suspicion but also boost your chances of getting a reply.
What technical steps should I follow to improve email authentication and ensure better deliverability?
To enhance email authentication and improve deliverability, it's essential to set up SPF, DKIM, and DMARC records for your domain. These protocols work together to verify your sender identity, protect against email spoofing, and help ensure your messages make it past spam filters.
On top of that, double-check that your records are correctly configured and focus on maintaining a clean, permission-based email list. This approach builds trust with both internet service providers (ISPs) and recipients, increasing the chances that your emails land in inboxes rather than getting flagged as spam.
If you're running advanced cold email campaigns, tools like Infraforge can streamline the process. They offer features such as automated DNS setup, pre-warmed domains, and dedicated IPs - designed to improve deliverability while scaling your outreach efficiently.
Why should I avoid certain words in cold email copy, and how can I write engaging emails that still comply with spam rules?
Avoiding specific words in cold email copy is crucial because spam filters are programmed to detect terms that suggest unsolicited or overly promotional content. Including these "trigger words" can land your emails in the spam folder, which hurts both deliverability and engagement.
To create emails that resonate and comply with best practices, focus on writing natural, personalized messages that emphasize value and relevance. Skip the exaggerated claims or overly aggressive language. Instead, aim for a polite, professional, and empathetic tone. This not only boosts the chances of your email landing in the inbox but also fosters trust and encourages replies. For more advanced solutions, tools like Infraforge can help refine your outreach with features like dedicated IPs, pre-warmed domains, and automated DNS setup.