How to Avoid Email Spam Folders #infographic


If it looks like a duck, quacks like a duck, and swims like a duck — it’s probably a duck. And that’s how spam filters analyze incoming emails. So to avoid spam folders, the solution is clear: don’t let your emails look or sound like spam. Our infographic is a quick checklist of email elements that need special attention.

Here’s the key aspect that helps email spam filters give your emails positive verification. Your subscribers must recognize and expect your emails. So pay attention to list hygiene and quality, and avoid buying lists.

Your emails have other important elements. If you handle them the wrong way, your bounce and complaint rates can soar. Use our infographic to identify problem elements.

Editor’s note:

We’ve recently published a more-complete article on the main reasons why emails get flagged as spam. Check it out if you’d like to learn more about why your emails go to spam instead of the inbox and how to stop that from happening.


7 tips to stop getting your emails flagged as spam

1. IP and domain

Choose a reputable email service provider (ESP). And send your messages from a domain name that sounds real and is white-list certified. This ensures that the IP addresses you use don’t damage your email deliverability.

2. From field

Be consistent. Always use the same From field for communicating with your subscribers. Make it clear who you are and what your brand is. Make sure the From name’s online reputation has not been affected by spam complaints from subscribers.

3. Recipient address

For bulk deliveries, always use an email marketing service. Why? It looks suspicious if you send an email to a large number of recipients from a standard email program. Check whether your list is clear of faulty or blacklisted email addresses.

4. Subject line

Avoid spammy phrases, all caps, and exclamation marks. Be persuasive, but avoid manipulative. The subject should match the email content; this will increase engagement and relevance.


Poor code, corrupted or exported from MS Word, can increase your spam rate. The same goes for poor text-to-image ratio. Always include a plain-text version of your email.

6. Body text

Don’t format the text too much. Avoid too many colors and excessive bolding, underlining, and punctuation. Don’t use spam and phishing phrases.

7. Unsubscribe

Don’t keep emailing people who don’t want to receive your emails. Always… always include an unsubscribe link. Make it prominent and easy to use.

As you know, email strategies need constant monitoring and tweaking. The same applies to avoiding spam folders. Before you hit “send” always check your email.

  1. Use spam checkers and inbox previews to check your email before sending. Make sure designs are not corrupted.
  2. Send your message to test addresses on popular free email services such as Yahoo, Hotmail and Gmail. This helps you identify services that may classify it as spam.

Remember: subscriber trust is what keeps you out of the spam folder and help you build strong email deliverability.

So play it safe. Don’t send unsolicited emails. Don’t buy lists. Replace sales talk with interesting content. Your subscribers will look forward to your emails, recognize your brand, and engage with it.

And you’ll be never mistaken for a duck.


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