Why emails are ending in spam?

Every receiving Internet Service Provider is using different spam filtering techniques and some pretty crazy ideas on how to combat spam. So you will undoubtedly have some of your email filtered during your promo emailing campaigns.

Before we list the main reasons as to why your promo emails are ending up in spam folders, we would like to note that emails sent to people, who didn’t personally subscribe or gave their explicit permission to be contacted, could be flagged as spam, no matter how valuable and desirable these promo emails are.

Things you can do to improve your promo email delivery:

1. If you use corporate domain you need to use corporate e-mail also. The return email should be on the same domain as your website.

2. Content plays a major role in filtering email. Try to avoid using links in the description of your release. Avoid using all caps lock, spammy sounding content, etc.

3. Avoid Spam Trigger Words and Phishing Phrases in the description of release. There is no complete list of spam trigger words, but try not to use words like “viagra”, “free”, “trial”, “sample”, “access”, “amazing stuff”, “cheap”, “guarantee”, “extra cash”, “promise you”, “thousands”, etc.

4. When your promo campaign has begun you should regularly check your email on automatic Sender verification with Verification Code from anti spam systems.

5. In the description of your release you should never include Javascript, form code, or video within your email. This is a guaranteed way to get filtered.

6. Do not use purchased or scraped contact lists for promo. As these bases include a lot of inactive emails and could be a signal for spam filters that these bases are illegal. For a quality promo campaign try to always work and communicate with your contact list by yourself.

Spam filters consider a long list of criteria when judging the spamminess of an email. They’ll weigh each factor and add them up to assign a spam score, which helps determine whether a campaign will pass through the filter. If the score exceeds a certain threshold, your email will get flagged as spam and go straight to the junk folder. Each spam filter functions a bit differently, though, and “passing” scores are typically determined by individual server administrators. This means that an email could pass through Spam Filter A without issue, but get flagged by Spam Filter B.

As for that list of spammy criteria, it’s constantly growing and adapting, based on — at least in part — what people identify as spam with the Mark as spam or This is junk button in their inbox. Spam filters even sync up with each other to share what they’ve learned. There’s no magic formula — and spam filters don’t publish details regarding their filtering practices — but there are steps you can take to avoid landing in your subscribers’ junk folder.