Best practices to avoid your sent emails going to spam
Definitions
Sent emails going to spam means the messages you send end up in your recipients’ spam or junk folders instead of inbox.
This guide will provide best practices on improving the chances of your sent emails reaching your recipients’ inbox instead of spam folders.
Before you start
✅ If you use our email service, the IP addresses sending your email are clean and regularly rotated.
ℹ️ Spam rules constantly change, but there are best practices to help keep your emails in your recipients’ inboxes instead of spam folders.
Best practices
1. Use a recognizable sender name: Make sure your email is sent from a name that your recipients will recognize. If you’re using webmail, you can: Set your email display name and signature in webmail
2. Avoid spammy language: Avoid using phrases like “free,” “buy now,” or “limited time” in your subject line and email content. Also avoid putting domain names directly in your subject lines.
3. Check your email content: Make sure your email has a good balance of text and images, and avoid using all caps or excessive punctuation.
4. Get permission: Always send emails to people who expect to receive email from you, or else some recipients may mark your emails as spam, which counts into an email provider’s algorithm going forward.
5. Authenticate your email: Use SPF, DKIM, and DMARC authentication to verify your email’s legitimacy.
6. Include an unsubscribe link: If you’re sending out to a group of people, make it easy for recipients to opt out of your emails if they choose. You should use always email marketing software for transactional emails.
7. Personalize your emails: Use your recipient’s name and make the language in your email message specific to them, don’t be too generic or vague.
8. Don’t send out email in bulk: Do not send out email in bulk, unless you are using a paid email marketing service designed for that purpose specifically.
9. Monitor your email log: Keep an eye on your outbound emails to make sure your emails are being sent to the correct recipients. You can always monitor via your email tracking log.
10. Avoid attachments: Instead of attachments, use links to share files, as attachments often trigger spam filters.