Hi there! I’m Jen from Starchelle Communications, and today I’m sharing tips on how to ensure your emails reach your audience instead of landing in the dreaded spam folder.
Whether you're new to email marketing or looking to improve your deliverability, these tips will help you stay out of the spam folder and maintain a strong sender reputation.
Why Emails End Up in Spam
Spam filters are designed to protect users from unwanted or harmful content. They evaluate emails based on:
Sender reputation: Are you a trusted source?
Email content: Does it contain spammy words or excessive links?
Engagement: Are recipients opening your emails or marking them as spam?
To avoid being flagged, it’s crucial to follow email best practices. Let’s dive into the steps you can take to stay in the inbox.
1. Use a Reputable Email Service Provider (ESP)
Platforms like ConvertKit ConvertKit is now Kit: The Email-First OS for Creators, Mailchimp Marketing, Automation & Email Platform | Mailchimp, and ActiveCampaign Marketing automation for any business | ActiveCampaign offer built-in tools to help you stay compliant with regulations like GDPR.
They also maintain high deliverability rates, reducing your risk of being flagged.
💡 Still using personal email for mass campaigns? Time to upgrade!
2. Authenticate Your Domain
Authenticating your domain builds trust with email providers. Here's what to set up:
SPF (Sender Policy Framework): Verifies permission to send emails on your behalf.
DKIM (DomainKeys Identified Mail): Adds a digital signature to prove email authenticity.
DMARC (Domain-Based Message Authentication): Aligns SPF and DKIM to prevent spoofing.
Most email platforms provide step-by-step guides for these setups. Don’t skip them!
3. Avoid Spam Trigger Words
Words like “FREE!!!”, “LIMITED TIME OFFER”, or phrases in ALL CAPS with excessive punctuation (!, $, £) can trigger spam filters. Instead:
Write clear, authentic subject lines.
Focus on your brand voice and avoid gimmicks.
4. Limit Links and Images
Spam filters flag emails with excessive links or heavy imagery. Keep it simple:
Use 1–2 links per email.
Optimise images for fast loading.
Always add alt text for accessibility.
5. Keep Your Email List Clean
Old or invalid email addresses hurt your reputation. Follow these steps:
Regularly remove inactive subscribers.
Use double opt-in for new sign-ups.
Avoid buying email lists—it’s not worth the risk.
6. Monitor Engagement Metrics
Spam filters favour senders with high engagement. Boost engagement by:
Segmenting your list to send relevant content to specific audiences.
Personalising emails with subscriber names or tailored topics.
Experimenting with send times to find when your audience is most active.
7. Make Unsubscribing Easy
It might seem counterproductive, but offering a visible unsubscribe link builds trust and keeps you compliant with laws like GDPR. When recipients can easily opt-out, they’re less likely to mark your emails as spam.
Bonus Tip: Test Before You Send
Preview your emails across different inboxes and run spam filter tests using your ESP. This helps you identify and fix issues like broken links before hitting “send.”
Key Takeaways
To avoid the spam folder and build trust with your audience:
1️⃣ Use a reputable ESP.
2️⃣ Authenticate your domain.
3️⃣ Avoid spammy words.
4️⃣ Limit links and images.
5️⃣ Clean your email list regularly.
6️⃣ Monitor engagement metrics.
7️⃣ Provide an easy unsubscribe option.
8️⃣ Test emails before sending.
Remember, it’s not just about avoiding spam filters—it’s about building meaningful relationships with your audience.
Additional Resources
Ready to level up your email marketing? Check out these free resources:
Join my mailing list for exclusive tips and updates.
Download my free guide to jumpstart your email marketing strategy.
Attend my FREE Monthly Tech Café Meetings: Get your tech questions answered every month.
Take the funnel quiz: Discover the best funnel for your business with actionable steps.
Watch the Video
For a deeper dive, watch the video version of this blog: Keep Your Emails Out of Spam: Best Practices for Success
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Got questions or comments? Drop them below or reach out via my contact details. I look forward to hearing from you and helping you master email marketing!
