How to Avoid Anti Spam Filters in Email Marketing

Do you know the anti spam filters that affect Email Marketing? If you are doing email campaigns and you do not get good opening results, this article interests you.

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Do you know the anti spam filters that affect Email Marketing? If you are doing email campaigns and you do not get good opening results, this article interests you.

It is useless to design an Email Marketing strategy or waste time with beautiful designs if your email does not reach the subscribers’ inbox. For this reason it is important to know the criteria followed by anti spam filters and to begin to make profitable the Email Marketing campaigns.

Improving the results of Email Marketing is a long process that requires a lot of consistency in terms of database maintenance.

The main reason for the low opening rate is the direct arrival to the SPAM folder, but why does this happen? Lets start by the beginning; the anti spam filters.

What are anti spam filters?

Anti spam filters refer to the algorithms used by webmail servers to determine what is spam and avoid bothering users.

These filters work through a scoring system that determines the degree of spam contained in an email. They are based on criteria where each word and each detail counts.

Criteria of anti spam filters

We have technical and content criteria, both are important and it is convenient to know in what way they affect the delivery results.

Technical criteria

  • Black Lists: It is where those emails with IP addresses that have been classified as spam for shipments without authorization or for containing viruses in their messages end.
  • Analysis of the historical: The filters analyze the history of shipments to make sure before marking an email as spam. In this way, those who always send mass mailings and with high rates of spam or complaint are sanctioned.
  • Server Reputation: The Email Marketing provider is important, as is the shipping structure that it has.
  • Volume of shipments: The excessive size of the mailing list can negatively affect, that is, we could be considered spammers. In addition, if many emails are sent to the same domain, it can be classified as a cyber attack. It is important to establish a shipping schedule so as not to exceed certain limits.
  • Shipping speed: If the shipment is made in the same round, at the same time, we are more likely to be marked as spam. I recommend making a very progressive shipment, something that hardly affects a campaign. Some providers, such as Mailchimp, have the option to send in parts.
  • HTML code: It is important that the HTML code is clean and clear, without errors.

Content criteria

  • Bayesian filters: They use the history to detect words or paragraphs that are repeated in several emails insistently. We should not insist on the same message to the same users, since it can be considered spam.
  • Number of images: Excessive images do not like filters, the lower the image / text ratio is, the better. The “white” images are the most sanctioned.
  • Marketing words: We should avoid the typical words most used by the commercial area:
    • Free
    • Offer
    • Discount
    • Money
    • Sex
    • Click here
    • Promo
  • Capital letters and signs: We should not abuse the admirations (Buy now !!!) or the capital letters (FREE!).

My advice

With these 4 basic tips you can greatly improve the opening ratio of your campaigns:

Avoid the blacklist

We should try to get email users to add us to their contact list. This will bring a lot of quality to our shipment and will forge a good reputation for the sending IP or with the webmail server. Certainly not easy, but you can try.

Improve the sender and the subject

It is the first thing that a user is going to fix, if this is not right, it will not open the email.
A very good option for the sender is to use a verified own domain.

As for the subject, it should be short and include the name of a commercial and then the company name, for example: “Laura de Nike”. Forget overly commercial messages.

Data base maintenance

The quality of the list is basic to achieve good opening ratios. If we have many emails that are clearly disinterested in our communication, not only will they harm this campaign, but future ones …

Buying BBDD is illegal and unethical, but it is also that it will not report good long-term results. It is convenient to do a regular maintenance of the databases, which includes investigating the complaints or spam of each shipment to solve it.

Content quality

  • Image / text ratio: There must be a balance between the number of images and text. In addition, the images should always be responsive.
  • Delivery time: Do it at normal hours, never at dawn. It is interesting to have the Email Marketing tool configured with the time of the main destination country.
  • Links: These should point to domains with reputation and quality.
  • Weak images: If we reduce the size of the images we are more likely to skip anti spam filters.
  • Capital letters: Do not use them unless “brand” is mandatory. Above all we should not use them to highlight words like “SEX”, “FREE”, …

Remember that before making a shipment it is convenient to perform an anti spam test. Sometimes it is offered by the Email Marketing platform itself and other times we will have to look for external tools. Some like Mailchimp and Send It Simple have it integrated.

Do you know more tricks to get rid of SPAM filters?


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