Spam is a serious concern nowadays. That is why all the popular email service providers pass incoming messages through several filters before delivering them to mailboxes. These sophisticated spam-blocking filters check several things including message content and language in order to determine the authenticity of an email. They sometimes also learn from the feedback given by recipients. If you repeatedly send out emails without permission, there is a chance that you will be reported as a spammer by one of your recipients. When the number of complaints against you piles up, your details might be sent to every email server out there, leaving your reputation in ruins. If you are an email marketer then there are several things you can do to avoid being blocked by spam filters.

Here are some of the best ways to get past spam filters:

1. Use clear headers and subject titles

Before clicking the send button you must make sure that the subject of your email is not deceptive in any way. By using a subject that is strongly connected to the content of your email, you will reduce the chances of your message ending up in the spam folder.

2. Include a physical mailing address and an unsubscribe link

To avoid being branded as spam, it is essential that you include your physical mailing address, along with an unsubscribe link. The unsubscribe link must be valid for at least four weeks. In addition to that, make sure that you remove the recipients that have unsubscribed from your mailing lists within 10 business days.

3. Avoid generic sales terminology

Spam filters are more likely to brand your message as spam if your emails contain generic sales terms like winner, trade, subscribe, spam, save, sales, risk-free, rich, promotion, profit, offer, opportunity, marketing, investment, income, guarantee, free, disclaimer, degree, debt, deal, credit, congratulations, cheap, cash, and advertisement. Only use these terms when they are absolutely necessary.

4. Make your email easy to read with few graphics

Avoid sending emails that read like brochures. In addition to leaving out generic terminology and sales lingo, you must also stay away from using large fonts and multiple colors in the background. Some old spam filters believe that any message that includes several small graphics is pornographic in nature. Use just a small handful of font sizes and colors. Invest your time and effort in developing effective content instead of designing bright and colorful emails.

5. Limit the use of URL links

Most spammers use several URL links sprinkled in their emails to ensure that readers are more likely to click on one of them. This is certainly a red flag for most of the spam filters out there.

6. Provide high-quality content

There is absolutely no point in getting an email delivered to your reader’s inbox if the content you are sending is irrelevant or suspicious. Your email should effectively communicate your content in a manner that is interesting and refreshing.

Some other mistakes to avoid:

• Newbies often make the mistake of using all caps in their subject lines or using too many exclamation points. This style is not only annoying but it can sometimes be interpreted as spam.

• Avoid sloppy coding when converting a Microsoft Word file to HTML. Designing an e-mail in Microsoft Word and then exporting it to HTML is messy and is likely to trigger the red flag.

3 Things to do:

• Get an email sender accreditation from a third party so that the ISPs know you are a trustworthy sender.

• Keep track of your sender reputation. Some websites allow you to check whether you are a blacklisted sender.

• Stay up-to-date on changes in ISP behavior, email sending laws, and spam filter technologies. E-mail marketing is consistently evolving, and keeping track of the updates makes sure you are always following the best practices (and the law!).

Individuals new to the world of email marketing make several mistakes when starting an email marketing campaign for the first time. Following the above-mentioned suggestions will not only help you avoid spam filters, but you will be able to launch an email campaign that is both rewarding and successful.