How to Write Emails That Avoid Spam Filters
Did you know? Nearly half of all emails - 45.6% - get flagged as spam. That’s a huge obstacle for businesses relying on email marketing to drive sales and engagement. But the good news is, you can avoid spam filters by following a few proven strategies.
Here’s a quick summary of what works:
- Use proper email authentication: Set up SPF, DKIM, and DMARC to verify your emails and improve sender reputation.
- Avoid spam trigger words: Words like "free", "urgent", or "money back" can get your emails flagged.
- Personalize your emails: Tailored subject lines and content boost open rates by 29% and click-through rates by 41%.
- Maintain a clean email list: Remove invalid addresses and disengaged contacts to lower bounce rates and improve deliverability.
- Balance text and images: Aim for a 60:40 text-to-image ratio to ensure proper rendering and avoid spam detection.
- Monitor sender reputation: Use tools like Sender Score or Google Postmaster to track and improve your email performance.
By combining these tactics with a strong technical setup and compliance with email laws like CAN-SPAM, you can dramatically improve your email deliverability and ROI.
Pro Tip: Businesses using proper email strategies have seen up to a 17% boost in conversions and a 40% drop in bounce rates. Start optimizing today!
Writing Emails That Pass Spam Filters
To ensure your emails land in the inbox and not the spam folder, you need to carefully craft messages that avoid triggering spam filters. With nearly 20% of emails flagged as spam and redirected to junk folders, it's important to understand how these filters work and what you can do to sidestep common mistakes.
Modern spam filters are no longer just scanning for keywords. As Nick Schafer, Senior Manager of Delivery and Compliance at Sinch Mailgun, puts it:
"I'm not saying that's not relevant today – because it is – but much more focus is being put on reputation. How you are as a sender is what's going to determine where your messages go."
Words and Phrases That Trigger Spam Filters
While certain words and phrases can raise red flags, context plays a significant role. Spam filters look for more than just keywords - they also analyze elements like suspicious links, all-caps text, bright-colored fonts, broken HTML, and missing unsubscribe options. These factors, when combined, can signal spam-like behavior.
Words that create urgency or sound overly promotional - like "free", "buy now", or "urgent" - are common triggers. Similarly, financial terms such as "cash", "money back", and "no cost" can draw unwanted attention. Overusing punctuation or writing in ALL CAPS can also harm your email's deliverability.
However, filters today focus on patterns and sender reputation rather than just isolated words. Yaroslav, a Deliverability Expert at Mailtrap, explains:
"Spam filters nowadays are beginning to pay more attention not just to specific spam words as might have been the case previously but also to the overall reputation of the sender and the engagement generated by email recipients."
Before sending out a campaign, run your email through a spam-check tool. Many platforms offer features to flag potential issues in advance.
How to Personalize Your Emails
Personalization isn't just a nice touch - it’s a proven way to boost email performance and avoid spam filters. Emails that are personalized see a 29% higher open rate and a 41% higher click-through rate. This approach signals that your email is tailored to the recipient, not a generic mass message.
Margaret Sikora of Woodpecker.co explains it well:
"In short: because a non-personalized email sent to a large group of recipients is just an inch away from SPAM."
Personalization goes beyond adding the recipient’s name. Mentioning specific details, like their industry, company, or even a recent blog post they authored, can make all the difference. For instance, Sikora shared an example of a cold email that referenced a blog post and included a thoughtful, tailored guest post idea. This personalized approach not only increased the chances of a reply but also helped the email bypass spam filters.
Craft subject lines that feel relevant and authentic, and weave personalized details naturally into your content. At the same time, keep the tone approachable and avoid overcomplicating your message.
Text-to-Image Ratio Best Practices
Balancing text and visuals in your email is another critical factor for avoiding spam filters. A good rule of thumb is to aim for at least 60% text and no more than 40% images, though some experts recommend an 80/20 split favoring text.
Emails that rely solely on images can be problematic. Spam filters can’t interpret images, and many email clients block them by default. If your visuals don’t load, your message could become unclear, leading to a poor user experience and potentially triggering spam filters.
To ensure your emails remain effective even if images are blocked, include plenty of text alongside visuals. Use HTML text for key elements like headlines and calls to action instead of embedding text in images. Compress your images for faster loading, add descriptive ALT text, and keep the text-to-image ratio balanced at no less than 60% text.
And don’t forget - half of your audience is likely checking emails on their phones, where image loading can be inconsistent. Testing your emails with tools designed to flag potential issues can help you avoid these pitfalls and ensure a smooth delivery.
Technical Setup for Better Email Delivery
Getting your emails into the inbox takes more than just crafting great content. The technical side of email delivery is just as crucial. Without the right setup, even the most engaging emails could end up in the spam folder. Let’s dive into the key components that ensure your messages reach their intended audience.
Setting Up SPF, DKIM, and DMARC Records
Email authentication protocols - SPF, DKIM, and DMARC - are essential for protecting your emails from being flagged as spam. These protocols verify that your emails are legitimate and authorized to be sent from your domain, acting as your first line of defense against spam filters.
- SPF (Sender Policy Framework): This protocol allows you to specify which servers are permitted to send emails on behalf of your domain. When an email is received, the server checks this list to confirm if the sender is authorized.
- DKIM (DomainKeys Identified Mail): DKIM adds a digital signature to your emails, ensuring they haven’t been altered during transmission.
- DMARC (Domain-based Message Authentication, Reporting, and Conformance): Building on SPF and DKIM, DMARC defines what actions to take if authentication checks fail. It also ensures that the domain in your "from" header aligns with your SPF and DKIM records.
When setting up DMARC, it’s best to start with a "none" policy. This allows you to monitor your email traffic without affecting delivery. Once you confirm that legitimate emails are passing validation, you can gradually enforce stricter policies. Also, keep your SPF record under 10 DNS lookups to avoid permanent errors.
How to Monitor Your Sender Reputation
Think of your sender reputation as the credit score for your email campaigns. Internet Service Providers (ISPs) use this score to decide if your emails land in the inbox or the spam folder. With only 58% of users checking their spam folder daily - compared to 95% who check their main inbox - maintaining a strong reputation is critical.
Several tools can help you track how ISPs perceive your sending behavior:
- Sender Score: Rates your IP address on a scale of 1 to 100, with scores above 80 considered strong.
- Google Postmaster Tools and Microsoft SNDS: Provide daily insights into your sending reputation and flag potential issues.
- Other Tools: Platforms like BarracudaCentral, MXToolbox, Spamhaus Project, and Talos Intelligence offer additional monitoring options.
Monitoring goes beyond just checking scores. Keep an eye on deliverability metrics, engagement rates, and feedback loops to spot problems early. High bounce rates, spam complaints, and unsubscribe requests can all harm your reputation. Addressing these issues quickly and adjusting your email strategy based on the data you collect is key to staying in ISPs’ good graces. Using a custom domain for your emails also boosts trustworthiness and improves deliverability.
Using Custom Domains and Avoiding Short URLs
The domain you use for your emails plays a big role in how recipients and spam filters perceive your messages. Custom domains that match your business website build trust and show professionalism. In fact, 75% of U.S. consumers say they’re more likely to trust an online small business that uses a domain-based email matching its website.
The cost of a custom domain is relatively low - usually around $10 to $15 per year for extensions like .com, .net, or .org. This small investment can deliver big returns by improving your deliverability and strengthening your brand identity. Spam filters also tend to favor emails sent from custom domains over generic addresses.
On the other hand, short URLs can raise red flags. Spammers often use URL shorteners to hide malicious links, so spam filters may treat shortened URLs with suspicion - even if your intentions are legitimate.
Rob McEwen, founder and CEO of invaluement.com Spam Database and Blacklist, puts it plainly:
"If a marketer is doing things right, he shouldn't need to hide his domain name. Instead, they should wear it with pride and not feel the need to hide behind the Google shortener."
Instead of relying on shortened URLs, embed long links directly into images or text in your email's HTML version. If you must use a shortener, create your own using a custom domain that reflects your brand. This approach keeps your emails transparent and professional.
For businesses handling complex email setups, platforms like Infraforge can simplify the process. They automate domain authentication setups, including SPF, DKIM, and DMARC configurations, while adding features like SSL and domain masking for extra security. This ensures your technical foundation is solid without requiring deep DNS expertise, making your email campaigns both secure and polished.
Using Infraforge for Better Email Infrastructure
A solid email infrastructure is just as important as authentication when it comes to ensuring your emails reach their destination. While setting up email authentication and keeping an eye on sender reputation are essential, having a strong infrastructure can make or break your cold email outreach efforts. That’s where Infraforge comes in, offering a complete solution tailored for businesses that demand reliable and scalable email delivery.
Infraforge Features That Improve Deliverability
At the heart of any successful email campaign are dedicated IP addresses and pre-warmed domains. Unlike shared IP setups - where your sender reputation is tied to other users - Infraforge gives you full control over your email deliverability with its dedicated infrastructure.
Why does this matter? High deliverability directly impacts your ROI. Yet, statistics show that 16% of marketing emails either never reach the inbox or get flagged as spam. Dedicated infrastructure, like the one Infraforge provides, helps avoid those pitfalls.
Infraforge simplifies the technical side of things with automated DNS configuration. The platform takes care of SPF, DKIM, and DMARC setups, ensuring your emails are built on a solid foundation from day one. Plus, with its SSL and domain masking features, Infraforge adds an extra layer of security and credibility, making email service providers more likely to trust your messages.
For businesses looking to scale, Infraforge’s multi-IP provisioning is a game-changer. It allows you to expand quickly while safeguarding your sender reputation, as dedicated IPs require a gradual warm-up with increasing email volumes.
Infraforge vs Other Email Platforms
Infraforge sets itself apart by focusing on the specific needs of cold email outreach, offering features that go beyond what traditional email platforms or shared IP services provide. Here's a comparison:
| Feature | Infraforge | Traditional Email Platforms | Shared IP Services |
|---|---|---|---|
| IP Control | Dedicated IPs with full control | Limited or no IP control | Shared reputation risk |
| DNS Setup | Automated best practices | Manual configuration required | Basic setup only |
| Domain Warming | Pre-warmed domains provided | Manual warming process | No warming support |
| Cold Outreach Focus | Built for cold email outreach | General email marketing | Mixed use cases |
| Multi-IP Scaling | Easy additional IP provisioning | Complex or unavailable | Not available |
| SSL & Masking | Included security features | Additional setup required | Limited security |
| API Integration | Full API for programmatic scaling | Limited API access | Basic integrations |
While Infraforge’s pricing may seem higher than basic email services - starting at $17 per month (billed annually) for mailbox slots and $99 per month for dedicated IPs - it’s an investment in deliverability and performance. For businesses serious about cold outreach, these features can make all the difference.
Customer testimonials back this up. Rahul Lakhaney, Former VP at Gartner and now CEO of Enrich.so, says:
"Infraforge has been my go-to solution for Email Infrastructure. Its deliverability and impact are unmatched."
Connecting Infraforge with Sales Tools
A strong email infrastructure is just one piece of the puzzle. Seamless integration with sales tools is equally important, and Infraforge delivers here too. It integrates effortlessly with platforms like Salesforge, creating a unified cold outreach ecosystem. The API connection is straightforward, making it easy to sync with your entire growth stack.
Through its API, Infraforge centralizes key tasks like importing lists, managing domains, and handling mailboxes, streamlining your cold outreach workflow. This reduces the need for multiple platforms and cuts down on configuration errors.
To maximize deliverability, many successful companies use multiple email service providers to diversify their infrastructure and protect their sender reputation. Infraforge fits perfectly into this strategy, serving as a reliable backbone while other tools handle complementary tasks.
Designed by experts in cold outreach, Infraforge’s API automates mailbox creation and scales infrastructure for high-volume campaigns. Its seamless integration with Salesforge ensures that your outreach operations run smoothly, without the headaches of adapting general-purpose email tools.
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Monitoring Performance and Following Email Laws
A solid email strategy isn't just about crafting compelling content - it’s also about keeping an eye on performance and staying compliant with email regulations. Skipping these steps can hurt your sender reputation and even lead to legal trouble.
Key Metrics to Track
Email success boils down to two main factors: delivery and engagement. Monitoring the right metrics helps you understand how your emails are performing and whether they’re staying out of spam folders.
Let’s start with delivery rates. A healthy delivery rate should exceed 90% - anything less could indicate issues with your email list or infrastructure. Engagement metrics like open rates (15% to 25%) and click-through rates (around 2.3%) offer insights into how well your content resonates with recipients.
Bounce rates are another critical factor. To protect your sender reputation, aim to keep your bounce rate below 1%, and never let it exceed 2%. High bounce rates suggest a problem with your email list, such as outdated or invalid addresses.
Spam complaints are equally important. Google advises keeping your complaint rate under 0.1%, with an ideal target of below 0.03%. Even small spikes in complaints can lead to emails being flagged as spam in the future.
Here’s a quick overview of key metrics:
| Metric | Needs Attention | Room for Improvement | Healthy |
|---|---|---|---|
| Bounce rate | > 2% | 1%–2% | < 1.0% |
| Unsubscribe rate | > 1% | 0.3%–1% | < 0.3% |
| Spam complaint rate | > 0.05% | 0.01%–0.05% | < 0.01% |
To improve these numbers, focus on maintaining a clean email list. Regularly remove invalid addresses, segment your audience for better targeting, and use double opt-in methods. These efforts can pay off - email marketing often delivers an impressive return of $42 for every $1 spent.
"Email deliverability metrics are signals that give you insights into how mailbox providers are judging your emails - and how likely they are to land in the inbox." - Piyush Patel
Once your performance metrics are in check, the next step is ensuring your emails comply with legal standards.
Staying Compliant with CAN-SPAM
The CAN-SPAM Act isn’t just about avoiding fines - it’s also a way to keep your emails trustworthy and out of spam folders. Violating the Act can result in fines of up to $53,088 per email.
Here are the basics for compliance:
- Accurate subject lines: Your subject line must match the content of your email. Misleading subject lines can hurt both your reputation and compliance.
- Physical address: Every email must include a valid physical address for your business.
- Clear opt-out options: Include an easy-to-use unsubscribe link in every email. Requests to unsubscribe must be processed within 10 business days.
Major email providers now emphasize one-click unsubscribe options, making it easier for users to opt out. Keeping your complaint rate below 0.3% is critical - higher rates can lead to your emails being blocked by Internet Service Providers (ISPs).
As privacy laws evolve and spam filters grow more sophisticated, staying compliant requires regular audits of your email practices. The Federal Trade Commission (FTC) is even using AI to identify potential violations, so vigilance is key.
Adapting to Spam Filters
Spam filters are becoming smarter every year. In 2023, nearly half (45.6%) of emails ended up in spam folders, highlighting how aggressive filters have become. To stay ahead, you’ll need to refine your email strategy constantly.
Here’s what you can do:
- Optimize your content: Avoid trigger words, excessive capitalization, and poor image-to-text ratios. Test different email versions to find what resonates with your audience without triggering spam filters.
- Update authentication protocols: Regularly check your SPF, DKIM, and DMARC settings to ensure they meet the latest requirements from providers like Google, Yahoo, and Microsoft.
- Maintain list hygiene: Remove unengaged recipients, avoid sending to invalid addresses, and stick to a consistent sending schedule. If you’re using a dedicated IP address, warm it up gradually to build a positive reputation.
These efforts can lead to tangible benefits. For example, Shopify sellers who prioritized email deliverability saw a 17% jump in conversion rates and a 40% drop in bounce rates compared to those who didn’t focus on these practices.
Key Points for Avoiding Spam Filters
Steering clear of spam filters involves a mix of personalized content, solid technical configurations, and consistent fine-tuning. For starters, crafting personalized subject lines and using targeted segmentation can greatly enhance engagement. In fact, organically built email lists have 5x higher open rates compared to purchased ones. A great example of this is Society6, which leveraged segmentation to send Galentine's Day emails specifically to their female customers. The result? A noticeable boost in engagement. On the flip side, 69% of email recipients mark messages as spam based solely on the subject line, and using too much capitalization can slash response rates by as much as 30%.
While engaging content is key, it needs to be supported by a strong technical foundation to ensure your emails actually land in inboxes. Implementing email authentication protocols like SPF, DKIM, and DMARC helps separate legitimate emails from the overwhelming 90% of emails that are spam. However, even with DMARC records in place, 75% to 80% of domains still struggle to fully enforce these measures. This highlights the importance of regularly reviewing and updating your email authentication setup.
For added reliability, consider using a dedicated email platform like Infraforge. Unlike general-purpose tools such as Gmail or Outlook, dedicated platforms are tailored for outreach campaigns. They offer features like dedicated IP addresses, automated DNS setup, and domain masking, all of which enhance deliverability.
"During my time at a Fortune 500 company and now across all our products, Infraforge has been my go-to solution for Email Infrastructure. Its deliverability and impact are unmatched."
Here’s a quick comparison of Infraforge with other email platforms:
| Feature | Infraforge | Google Workspace | MS365 |
|---|---|---|---|
| Dedicated IP | Yes | No | No |
| Automated DNS Setup | Yes | No | No |
| Made for Cold Outreach | Yes | No | No |
| Cost per 200 Mailboxes | $651/month | $1,680/month | $1,200/month |
Beyond infrastructure, compliance with email laws is non-negotiable. To meet the requirements of the CAN-SPAM Act, make sure your emails include clear subject lines, a physical address, and a simple way for recipients to unsubscribe. These steps not only keep you legally compliant but also build trust with your audience.
Lastly, staying adaptable is crucial. Regularly test your emails, clean your mailing lists, and stay up-to-date with authentication standards to ensure your efforts don’t go to waste. Remember, email deliverability isn’t a one-and-done task - it’s an ongoing process where every detail, from your sender name to your technical setup, impacts whether your emails reach their intended destination.
FAQs
How do SPF, DKIM, and DMARC work together to improve email deliverability?
SPF, DKIM, and DMARC: The Trio of Email Authentication
SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) are essential tools for improving email security and ensuring your messages land where they’re supposed to - your recipients' inboxes.
SPF acts as a gatekeeper, allowing only approved servers to send emails on behalf of your domain. This helps prevent cybercriminals from spoofing your domain to send fraudulent emails.
DKIM, on the other hand, works like a digital seal of authenticity. It attaches a cryptographic signature to your emails, proving that they haven’t been altered during transit and confirming they genuinely came from your domain.
DMARC brings it all together by setting rules for how to handle emails that fail SPF or DKIM checks. It lets you decide whether to flag, quarantine, or outright reject suspicious emails, adding another layer of protection.
Using SPF, DKIM, and DMARC together not only strengthens your email security but also builds trust with email providers. This makes it far less likely for your emails to be flagged as spam, ensuring they reach your audience as intended.
What are the best ways to keep your email list clean, and why does it matter for avoiding spam filters?
Keeping your email list in good shape is key to improving deliverability and steering clear of spam filters. A well-maintained list means you're reaching active, engaged recipients, which helps protect your sender reputation.
To keep things on track, make it a habit to remove inactive or invalid email addresses from your list. Using a double opt-in process is also a smart move - it ensures that subscribers genuinely want to hear from you. This simple step lowers bounce rates and reduces the risk of your emails being marked as spam. Plus, a cleaner list often translates into higher engagement, making your campaigns more effective and giving you a better return on your marketing efforts.
When you prioritize a healthy email list, you’re not just avoiding spam filters - you’re also building stronger relationships with your audience and ensuring your messages land in the right inboxes every time.
How can businesses personalize emails to boost engagement and avoid spam filters?
To make your emails stand out and avoid the dreaded spam folder, it’s all about personalization done right. Here are a few strategies to help:
Start by segmenting your audience. Group your recipients based on things like their purchase history, browsing habits, or demographics. This ensures your emails speak directly to their interests and needs, making them feel more relevant.
Another smart move is using dynamic content. This lets you tweak elements - like product recommendations or greetings - based on the recipient’s data, without having to create multiple email versions. It’s a simple way to keep your messages engaging and personal. Also, don’t underestimate the power of a customized subject line or opening sentence. These small touches can grab attention and increase the chances of your email being opened.
Lastly, keep your email list clean. Make sure everyone on it has opted in, and regularly remove inactive or invalid addresses. This not only boosts trust but also improves your deliverability, helping you dodge spam filters while building stronger connections with your audience.