First published

Apr 04, 2019

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Email Delivery — How to Avoid Spam Filters

Inbox placement is highly complex subject and one with no simple solution. It's reliant upon IP health, domain, reputation, content, historical engagement, authentication, to mention a few.

This also doesn't necessarily take into account custom spam filters, or a recipient’s personal email settings.

After passing the preliminary test of sending from an acceptable IP and domain, individual mailboxes will inspect the email and apply their own settings. At this stage, the mailbox will scan the contents of the email and decide whether it should be accepted, rejected, or filtered as spam.

The details of how the email is rated are kept secret by internet service providers (ISPs), but there are some general guidelines to follow to minimise this filtering:


— Keep your HTML well-coded.

— Ensure you have a low image-to-text ratio in your email. 80% text to 20% images is considered the standard.

— Revise your email’s vocabulary to be conversational and educational, instead of sales-driven.

— Avoid suspicious or spammy additions to your emails, such as exclamation points or all capitalised letters.

— Review that your email’s links are not blacklisted by any major blacklists.

— Confirm you have SPF and DKIM properly configured to authenticate your emails.


If you follow these guidelines, you’ll have a much better chance of your message actually reaching the inbox.

Digital marketing may seem buried under its own confusing jargon. The good news is that the basic ideas really aren’t that complicated.

We’re here to help you get familiar with some basic automated marketing and sales concepts.

Get in touch if you need more information;

Post by Vicki Robson