5 Key Practices to Avoid the Spam Folder


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According to MAAWG’s Email Metrics Report released in November 11, almost 90% of the emails included in their study were considered to be abusive. Spam and other malicious emails continue to plague customers, ISPs and legitimate senders so to ensure your emails get delivered to the inbox, you have to follow a few key email best practices.

  1. Focus on your sending reputation. ISPs look at your sending behavior to make filtering decisions. If you have a good sending reputation, your emails will get delivered, but if not, your emails may end up being blocked at the gateway or labeled as spam.
  2. Regularly monitor your email deliverability.  Rectify delivery failures right away, otherwise you risk harming your sending reputation. Access tools that that not only tells you who responded to your messages, but who actually received them. This data can also help you better understand your overall analytics and identify gaps in your email program.
  3. Strengthen your permission practices. Make sure subscribers know they are on your list and what types of emails they will receive. Be especially careful of using third-parties to acquire names. Make sure you use a partner who has strong permissioning practices as well. By doing so, subscribers will be more likely to welcome your messages instead of flagging them as spam.
  4. Make it easy to unsubscribe. Oftentimes subscribers hit the “This is Spam” button because you’ve made it too hard to unsubscribe from your list. Remember, spam complaints hurt your reputation. Therefore, making it easy to get off your list is more beneficial in the long run, and it’s the law.
  5. Maintain a sound infrastructure. If you are using your own server to send email, make sure you are in compliance with the ISPs. While these errors are usually pretty straightforward to fix, it will take some time to do so. If you use a reputable third party like SendGrid, you don’t have to worry about it.

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Carly Brantz is a veteran in the email deliverability space working to make email simple and easy for developers by regularly writing whitepapers, research briefs and blog posts about email, technology and industry trends.

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