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Avoiding spam filters

When starting your email marketing journey, you’ll find that in most cases your emails might end up in the spam folder. “Spam” is the folder where emails flagged as spam end up in and it’s a separate one that is rarely visited by recipients. 

This means that if your emails are sent to the spam folder, your subscriber won’t see them and they won’t be opened nor checked. The spam filter works differently depending on the provider you’re using and some do a better job when compared to others.

Although there isn’t a guaranteed technique of how to stop your emails from going to the spam folder, there are some practices that can help you increase your chances of having them sent to their primary inbox.

Use a custom email

To have a higher chance of having your email ending up in the primary inbox rather the spam folder of the recipients, then using a custom email is preferred. Custom emails are the ones associated with your custom domain and that has your domain name in them.

If you have a website called “” for example, then a custom email would look something like this [email protected]  . You can register a custom domain name using Google for example but it’s a paid service that you can pay for on an annual basis.

Why should I not use free email providers?

Spam filters usually pick up emails sent from free email providers and would direct them to spam in comparison to emails sent from custom domains.

Verify your email

To make sure your emails are sent to the primary inbox of the recipients, you first need to verify your email. Whether you’re sending emails using a custom email that has your domain name, or a free email like Yahoo, Outlook or Gmail, your email needs to be verified on Avoori so it won’t be marked as spam.

Invalid addresses are always marked as spam because they have higher chances of sending spammy emails to people. To verify your email, log in to your account, go to Avoori newsletter, and click on verify your email address.

Avoori newsletter

Only use emails with permission

If you want to avoid having your emails sent to the spam folder of your subscribers, then you need to make sure they signed up voluntarily for your newsletter. If they haven’t signed up voluntarily, then they won’t bother to read your emails and might even mark them as spam.

That is why you need to add a newsletter form at the footer or in the middle of each page and use call-to-actions that will make them subscribe to your email list on their own.

Note: Buying email lists is a practice frowned upon and that can mark your own email as spam. Some email lists have fake emails and have emails with a high spam rate that can affect your brand and your credibility.

Suggest people add you to their contacts

Another way that can help your emails move to the primary inbox of your subscribers is to actually ask them to add you as a contact. By adding you as a contact, all of your emails will be sent directly to their primary inbox. 

The spam filters when seeing that you’re on the subscriber’s contact list, won’t pick your email because it’s clear the subscriber wants to receive emails from you.

Verify your email’s domain

If you’ve got a custom email domain, then you need to verify it in order to decrease your chances of ending up in the spam folder. If you’ve bought your domain using another domain provider, then this process can be different, but if you’ve bought it with Avoori domains, then your domain name is automatically verified for you.

Include a legal name and address

When creating an email to send for your subscribers, you’re going to have to include your address and legal name so that they can contact you if needed. Make sure to include a valid legal name and a valid address in order for spam filters to let your email end up on the primary inbox of the recipients.

Spam filters look for this kind of information in every email in order to determine if your email is serious or not.

Don’t ask for payment information

Never ask for any credit card information or bank account statement or any confidential information that can mark your email as spam. If you’re trying to collect payment after a purchase, then make sure to link to secure payment gateways and pages where you can collect the payment. 

Spam filters usually look for this information in order to determine if you’re trying to spam the recipients or scam them.

Craft your content wisely

Make sure to let your emails as subtle as possible and accurate. The more promotional they are, the more they’ll be flagged as spam as they’ll look pushy. 

You can check through your analytics to see if people are opening your emails in order to determine if they even receive it or not. 

Think about your subscribers

Besides spam filters, there is a possibility for your subscribers to mark your email as spam if they don’t like them. In order to avoid that, make sure you create enticing titles and enticing content that they will like to read and won’t consider as spam.

If your subscribers flag your email as spam, then spam filters will start directing your future emails to the spam folder more often. Invest in your content better and make sure to only produce high-quality content that will make your subscribers want more of you. Here’s our email marketing tips to help you out.

How will I know if my campaign is sent to spam?

There isn’t a sure way to figure out if your email has been sent to the spam folder or not unless you keep checking your subscriber count and your unsubscriber count. Your open rate can also show if your emails are sent to their primary inbox or not and will give you a sense of how your email campaign is doing.

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