Email marketing is an essential tool for businesses to reach their audience effectively. However, one of the most common challenges marketers face is ensuring that their emails don’t end up in the spam folder. Avoiding spam filters should be a top priority, as emails that fail to reach the primary inbox drastically reduce engagement and conversions.

To help you optimize your email campaigns, here are three crucial tips to avoid spam filters, with a particular focus on why using a 3rd party “From” email can be a costly mistake.

How to Avoid Spam Filters When Sending an Email Campaign

1. Use a Recognizable and Trustworthy “From” Address

One of the most significant contributors to your email landing in the spam folder is the use of a 3rd party “From” email address. While it might be tempting to use a third-party provider or a non-branded email address for convenience, this practice can negatively impact your email deliverability. Spam filters are designed to protect users from potential scams and phishing attacks. When they detect an unfamiliar or untrusted sender address, there’s a high probability that your email will be marked as spam.

To avoid spam filters, always use your business’s own domain as the sender’s email. This approach builds trust with recipients and shows that the email is coming from a verified source and will help you avoid spam filters. For example, using an address like marketing@yourcompany.com instead of marketing@thirdpartyprovider.com helps ensure that your campaigns don’t trigger spam warnings.

2. Implement Proper Authentication Protocols

Authentication protocols play a critical role in helping your emails avoid spam filters. Two key protocols to be aware of are SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail). Implementing these protocols verifies that your business is authorized to send emails on behalf of your domain.

• SPF is a type of DNS record that specifies which IP addresses are allowed to send email for your domain. Setting this up ensures that only authorized servers can send messages under your domain name.
• DKIM adds an encrypted signature to your emails, which allows the recipient’s email server to confirm that the email hasn’t been tampered with in transit and truly comes from your domain.

By using these protocols, your emails are more likely to avoid spam filters and reach the intended inbox.

3. Craft High-Quality, Relevant Content

Even with a trustworthy “From” address and proper authentication, the content of your email matters significantly. Poorly written or irrelevant content can trigger spam filters and disengage your readers. Here are some key points to remember:

• Avoid Trigger Words: Certain phrases like “Buy now,” “Limited offer,” and “Free gift” are often flagged by spam filters. Be mindful of using these words too frequently or in ways that seem pushy.
• Keep a Balanced Image-to-Text Ratio: Emails overloaded with images and little text can appear suspicious to spam filters. Aim for a balance to ensure your emails look professional and informative.
• Ensure Accessibility: Use simple and clear language that is easy to read. Ensure that your emails are accessible across different devices and email clients, which helps maintain engagement and boosts your credibility.

Why You Should Avoid 3rd Party “From” Emails

Returning to the issue of 3rd party “From” emails, it’s important to delve deeper into why this practice can be detrimental. When you use a 3rd party email address, the recipient’s server may struggle to authenticate the source of the email. This issue raises a red flag for spam filters. Additionally, these emails may not have the necessary SPF and DKIM records associated with your domain, which further impacts their ability to avoid spam filters.

Moreover, when recipients see an unfamiliar or generic address, they are less likely to open your email. Trust is a major factor in email marketing, and using your own branded email address not only helps avoid spam filters but also increases your open rates and user engagement.

Additional Best Practices

• Regularly Update Your Email List: Ensure that your contact list is up-to-date and contains only valid addresses. Sending emails to inactive or incorrect addresses can damage your sender reputation.
• Include an Easy-to-Find Unsubscribe Link: A visible and functional unsubscribe link is not only a legal requirement under the CAN-SPAM Act but also a best practice to avoid spam complaints. If recipients find it difficult to unsubscribe, they may mark your email as spam instead.
• Monitor Your Metrics: Keep track of your open rates, bounce rates, and spam complaints. These metrics can provide insights into how well your email campaigns are performing and help you fine-tune your strategies to avoid spam filters.

Conclusion

Ensuring your email campaigns reach the inbox is crucial for your marketing success. To avoid spam filters, always use a branded and recognizable “From” address, implement proper authentication protocols like SPF and DKIM, and focus on creating high-quality, relevant content. By adhering to these tips, your email marketing efforts will be more effective, fostering better engagement and stronger relationships with your audience.