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6 deliverability tips to stay out of the spam folder
Here are more strategies for improving email deliverability and making it into your subscribers’ inboxes.
1. Run a spam check
Spam checkers scan your email content to check for… well… spamminess.
ActiveCampaign runs a Spam Check on every campaign and automation email you create. Our Spam Check tool scans the content of your message and gives you a list of issues that triggered at least one rule for “spamminess.”
Because email content can be nuanced — especially when it comes to spam words — Spam Check won’t stop you from sending your email. Plus, Spam Check only scans the content of your message. It doesn’t know anything about the reputation of your domain or the makeup of your list.
Learn more about Spam Check in this article.
2. Practice good email list hygiene
Good email hygiene means regularly cleaning out inactive email subscribers.
How does good list hygiene help your deliverability?
If you have a lot of unengaged subscribers, your open rates will be lower
Your open rates and engagement rates affect your sender reputation
Your sender reputation affects your deliverability
Low deliverability means your emails could be marked as spam — no spam words necessary
Once you remove unengaged subscribers, keep your remaining list engaged (and your deliverability high) with consistent, high-quality campaigns.
How can you clean your email list?
Use engagement automations to track who opens your messages (and who ignores them)
When a contact hasn’t engaged for 60 days (or the time period that makes sense for you), trigger a “last chance” engagement email
Remove contacts who don’t interact with the “last charemove unengaged subscribers, keep your remaining list engaged (and your deliverability high) with consistent, high-quality campaigns.
How can you clean your email list?
Use engagement automations to track who opens your messages (and who ignores them)
When a contact hasn’t engaged for 60 days (or the time period that makes sense for you), trigger a “last chance” engagement email
Remove contacts who don’t interact with the “last chance” email campaign
You can learn more about how to set up re-engagement emails in this post (And if you use ActiveCampaign, you can set all of this up to run automatically).
3. Don’t break the law
The CAN-SPAM Act governs commercial email, aka any email sent by a business trying to promote or sell a product or service.
The rules of CAN-SPAM:
Don’t use false or misleading information
Don’t use a deceptive subject line
Tell subscribers where you’re located
Give subscribers a simple way to opt out of your emails
Honor all opt-outs quickly
Penalties for not following the law can add up to $16,000 per email, so it’s important to follow the rules. To learn more about the CAN-SPAM Act, visit the Federal Trade Commission website.
4. Consider a double opt-in
To stay un-spammy, only send emails to people who give consent to receive your campaigns. Double opt-in requires new subscribers to verify their email address, so they can’t give you a fake one.
A typical double opt-in process looks like this:
A potential subscriber visits your website
A form on your website offers a lead magnet in exchange for their email address
After your new subscriber gives you their email address, they get a confirmation email
If they confirm their email address, they get their lead magnet – and have officially gone through double opt-in
This helps lower your bounce rate and keep your delivery rates high.
5. Make your emails more engaging
The more people who open and engage with your email campaign, the better your sender reputation and deliverability. Two quick tips for creating more engaging emails:
Write better subject lines. (If you need some help, check out our subject line generator.)
Use segmentation and dynamic content. Serving up different messaging to different recipients can get more contacts to engage with your emails.
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80% of consumers are more likely to make a purchase when brands offer personalized experiences. Here’s how dynamic content personalizes your emails.
6. Be smart about your cold email marketing
Cold email marketing promotes your business, product, or service to someone that you don’t have an existing relationship with.
People who receive your email marketing expect your emails because they have opted in. No one signs up to receive cold emails, so you need to make sure your cold email marketing is:
Targeted
Personalized
Relevant
1-to-1
o4pn9j22o email types1
This is the difference between cold email marketing and email marketing spam.
Unlike typical email marketing to opted-in contacts, you can’t blast cold emails to a list of prospects. If you do, you’re not sending cold emails. You’re sending spam.
You can’t blast cold emails to a list of prospects. If you do, you’re not sending cold emails. You’re sending spam.KLICK UM ZU TWEETEN
Conclusion: Spam words and avoiding spam filters
You’re not sending spam on purpose. I trust you. But a spam filter can still snatch your email before it can land in your subscriber’s inbox.
Here’s a recap of spam words and phrases to use with caution:
Words that make exaggerated claims and promises
Words that create unnecessary urgency and pressure
Words that look like shady, spammy, or unethical behavior
Words that are jargon or legalese
Avoid spam words and keep your deliverability high with the tips in this post, and you’ll be well on your way to steering clear of spam filters.
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RACHEL BURNS
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SearchSearchAfter spending hours creating an email marketing campaign, the last thing you want to do is get blocked by your recipients’ spam filters. Luckily, by avoiding common email spam trigger words, you can successfully prevent your emails from getting routed to spam folders.
Click here to download our free beginner's guide to email marketing.
Let’s take a look at what spam trigger words are, what gets emails sent to spam, and which spam words you should avoid when creating your email campaigns.
Spam Trigger Words
Spam trigger words are phrases that email providers flag as fraudulent and malicious. When they identify these emails, they then route them away from recipients’ inboxes. These words and phrases typically overpromise a positive outcome with the goal of getting sensitive information from the recipient.
Spam filters can be triggered for a variety of reasons, causing your email to skip recipients' inboxes and land straight in their spam inbox. One of the easiest ways to avoid spam filters is by carefully choosing the words you use in your email's subject line.
Trigger words are known to cause problems and increase the chances of your email getting caught in a spam trap. By avoiding these words in your email subject lines, you can dramatically increase your chances of getting beyond the filters.
Spam trigger words alone aren’t enough to send your email to spam. For instance, if you are offering a 3-for-1 discount sale, you can still advertise that in your emails and not get sent to spam. It’s important to understand all the factors that come into play when emails get identified as spam.
What causes emails to go to spam?
Email providers look for a number of factors when deciding whether to automatically send your emails to spam. If you’ve made it on an email blacklist, that means you’ve repeatedly sent emails to recipients who haven’t signed up for your email list.
Your emails can get sent to spam if you:
Don’t include an unsubscribe button in your email
Send poorly-designed emails with broken or glitchy code
Address your recipient by “my friend” or “dear” (or not by their name)
Buy email lists online and mass-send messages to email addresses that don’t exist (resulting in a high bounce rate)
Use all-caps text and extreme punctuation (!!!!! or ?????)
Include strangely formatted fonts (
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