Avoiding Spam Filters in Email Campaigns
TL;DR:
- Use a custom email address tied to your registered domain instead of free email services
- Verify your email domain to build trust with spam filters
- Get explicit consent from subscribers before adding them to your list
- Ask subscribers to add your email to their contacts
- Focus on valuable, relevant content that matches subscriber expectations
- Monitor your campaign performance and adjust based on what works
Email deliverability depends on several factors working together. Getting your emails into inboxes rather than spam folders comes down to proving you're a legitimate sender and keeping subscribers engaged.
Use a Custom Email Address
Your email address matters more than you might think. Using susie@susiesmith.com instead of susiesmith@gmail.com makes a real difference to spam filters. Custom domain emails signal professionalism and stability that free email services can't match.
Free email addresses often get flagged because they're easy for spammers to create. A custom email shows you've invested in your business and are more likely to be sending legitimate content.
Once you've set up your custom email, verify the domain straight away. This extra step builds trust with email providers.
Verify Your Email Domain
Domain verification proves you control the domain you're sending from. It's a trust signal that tells spam filters you're legitimate, not a spammer trying to impersonate someone else.
If you bought your domain through a provider other than Squarespace, you'll need to add verification records to your DNS settings manually. This prevents delivery issues down the line.
The verification process varies by email service, but it typically involves adding a TXT record to your domain's DNS settings. Your email platform will provide the specific record you need to add.
Get Proper Consent
Only send emails to people who've explicitly agreed to receive them. This means using opt-in forms, not buying lists or adding people without permission.
When subscribers actually want to hear from you, they're far less likely to mark your emails as spam. This keeps your sender reputation strong and your deliverability high.
Set up sign-up forms on your website or include them in your checkout process. Make it clear what people are signing up for and how often they'll hear from you.
Ask Subscribers to Whitelist You
Encourage new subscribers to add your email address to their contacts. This directly tells email providers that the recipient trusts you and wants to receive your emails.
You can include this request in your welcome email or mention it when people first sign up. Some email platforms let you add automatic instructions to new subscriber confirmations.
This simple step significantly improves your chances of landing in the inbox rather than the spam folder.
Create Engaging Content
Your email content should match what subscribers expect when they signed up. Avoid overly promotional language that might trigger spam filters or turn off your audience.
Focus on providing value rather than just selling. Share useful tips, industry insights, or behind-the-scenes content that keeps people interested in opening your emails.
Monitor your open rates and click-through rates to see what resonates with your audience. If engagement drops, it's time to adjust your content strategy.
Monitor Your Performance
Keep an eye on your email analytics to spot problems early. Low open rates, high unsubscribe rates, or poor click-through rates can all signal deliverability issues.
Most email platforms provide detailed analytics showing how your campaigns perform. Use this data to refine your approach and avoid patterns that might trigger spam filters.
If you notice a sudden drop in performance, check whether your emails are ending up in spam folders and adjust accordingly.
FAQs
How can I tell if my emails are going to spam?
Check your email analytics for dropping open rates, ask subscribers directly, or send test emails to different email providers to see where they land.
What's the difference between a custom email and a free email for campaigns?
Custom emails use your own domain (like hello@yourbusiness.com) and appear more professional to spam filters. Free emails (like Gmail or Yahoo) are easier for spammers to create, so they get filtered more aggressively.
Should I buy email lists to grow my subscriber base quickly?
No. Purchased lists often contain outdated addresses and people who haven't consented to receive your emails. This leads to high spam complaints and can damage your sender reputation permanently.
How often should I send emails to avoid being marked as spam?
There's no magic number, but consistency matters more than frequency. Whether you send weekly or monthly, stick to a regular schedule so subscribers know what to expect.
Jargon Buster
Spam Filters: Automated systems that email providers use to identify and block unwanted emails based on sender reputation, content, and other factors.
Domain Verification: The process of proving you own the domain you're sending emails from, usually by adding special records to your DNS settings.
Custom Email: An email address that uses your own registered domain name rather than a free email service.
Sender Reputation: A score that email providers assign to your domain and IP address based on your sending history and subscriber engagement.
DNS Records: Technical settings that control how your domain works, including email verification and delivery.
Wrap-up
Good email deliverability isn't about tricking spam filters. It's about building genuine relationships with subscribers who want to hear from you. Use a custom email address, verify your domain, get proper consent, and focus on creating content people actually want to read.
The technical stuff matters, but subscriber engagement is what really keeps you out of spam folders. When people open, click, and respond to your emails, spam filters take notice.
Want to dive deeper into email marketing strategies? Join Pixelhaze Academy for more detailed guides and expert support.