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5 Guaranteed Spam-Avoiding Tactics for Email Marketing



Email marketing is one of the most successful methods of gaining and nurturing new prospects although there is a very definite technique to getting your messages across effectively.

When you consider that email marketing is the digital version of traditional direct mail, you’ll know from your own experience how often you find yourself scooping up a bunch of circulars from your doormat and shoving them angrily in the trash.

These days, email providers have their own version of a ‘gatekeeper’, which is known as the dreaded spam filter!

Here we share with you our 5 spam filter avoidance tactics so that your email marketing always lands in your prospects’ inboxes:

Photograph by Olivier Le Moal via Bigstock


Although it can be tempting to grow your prospect list quickly by buying an email list from a lead generation firm or increasingly forums, it can also be the kiss of death for your marketing attempts. For a start, you don’t know anything about the data set you’re buying. There might be incomplete entries at best and at worst, the list can contain email addresses of people who have expressly requested their data be removed. Buying unknown data can jeopardize your marketing efforts completely and sully your reputation going forward.


The way spam filters work is by analyzing your content, in particular the subject line, and there are certain words that are flagged as being spam. These words are generally very sales oriented such as “buy”, “free”, “promo” but filters will also identify numerical values, percentage rates and currency symbols as being spamworthy. This is a tricky area for marketers because you have to find the balance between having a compelling subject line and one that is instantly trashed for being spam.


As with the subject line, you have to make sure your content doesn’t alert the spam filter in the same way. In general, you want to have a clear call to action (CTA) but you don’t want to overdo it with buttons everywhere urging the reader to click on stuff. Whatever you want to say, keep it concise and to the point and your emails will be more likely to end up in your prospects’ inboxes.


If your business has its own dedicated IP space, it’s worth looking at the certification offered by a firm called Return Path. After your email practices have been audited by Return Path, you get Sender Score Certified Status, which guarantees you pass the spam filter of most of the major ISPs. Although this service is not free, there is enormous value in having certified authority when it comes to avoid the filter.


The most important thing to remember when marketing to new prospects via email is that there has to be genuine value offered to the recipient for it to escape the spam filter’s glance. Considering you know your audience better than anyone else, reaching out to them in a compelling way should be relatively easy. Take your time when composing your emails and you should find that the right approach comes naturally.


Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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