How to avoid Spam in Email Marketing

avoid Spam in Email Marketing
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Email marketing is a communication tool for sending emails. Its purpose is, therefore, to attract new customers, interact with current ones, increase sales and confirm the purchase, among others. This type of email marketing strategy is essential for any digital marketing campaign. For this reason, we must be careful not to engage in bad practices that can turn on spam filters. We have to avoid spam in email marketing.

In addition, email marketing and newsletters are digital channels that never go out of style. Well, it allows you to send all kinds of content, and, in general, it is a little intrusive communication.

And it is that when we receive an email, we are the ones who decide when and where to read it. Contrary to what happens with the majority of advertising messages with which we are bombarded daily, which assault and bombard us without prior notice.

For this reason, in this article, we want to tell you how to prevent your campaigns from ending up in the spam or how to avoid spam in email marketing. We will know what “spam” is or what is considered to be a “spammer” or a “phisher” and what the real dangers of falling into the spam box are. In addition, we will know the aspects that email managers consider spam and we will give you some tips and ideas to avoid this problem.

We will learn how to avoid spam in email marketing and which strategies you can use to avoid spam in email marketing. By avoiding spam in email marketing, you can increase your return on investment (ROI) and also improve your reputation online.

What is Spam in Email Marketing?


To understand how to avoid spam in email marketing, the first thing to be clear about is exactly what it is. Let’s look at 3 definitions, from least to the greatest level of detail:

  • Spam email is nothing more than junk email or junk information.
  • It is a set of messages sent by an unknown or unsolicited sender, including irrelevant or unwanted commercial information.
  • Spam email can also be defined as shipments made massively to lists of addresses that have not requested it and that, in many cases, use a false email as the sender, or with very little domain reputation.
Your business email could be marked as spam due to any of these general characteristics:
  • massive
  • Anonymous
  • Not sued.

However, not only emails that meet any of these requirements end up in the spam folder. Using text elements that are not well supported by ISPs (email providers) can also cause your emails to end up as spam.

Consequences of ending up in the spam folder

For any of the factors we have seen, any of your email marketing campaigns could cause your email address to end up on a spammer blacklist, no matter how important it may be to your customers.

Here is an example in which a message is relevant to the recipient. It provides expiration information about their domain. But it has nonetheless been marked by Gmail as potentially dangerous.

Therefore, the first consequence of ending up in the spam folder is that it is more than likely that the recipients of the email will never open it (this happens even if it falls into the “Promotions” folder of Gmail).

In addition to these obvious consequences, other side effects can be even worse if you want to follow an effective email marketing strategy:
  • Poor sending reputation and brand image: If your emails are marked as spam, your domain’s sending reputation will be affected, and it may even fall on blacklists (where it is very difficult to get out). In addition, this fact gives a very bad perception on the part of the users, who will hardly want to trust the recipient again.
  • The high volume of unsubscribes: When it is the users themselves who feel harassed by receiving unwanted information, they will not only mark it as spam but also cause an unbalanced volume of unsubscribes from the database.
  • Metrics drop: If your emails are marked as promotional or spam by ISPs, your metrics will drop drastically in terms of opens, clicks, etc.
Increase graph

As you can see, avoiding spam in email marketing is a fundamental aspect for any business that wants or must follow a strategy of attracting customers via email.

Also read Security in email marketing & what you need to know.

Factors that are considered Spam in Email Marketing

If you want to know how to avoid spam in your email marketing, you should take into account the main mistakes that many businesses make and that email managers do not accept.

These are mistakes that we often make unintentionally and that we must correct quickly. Let’s see which mistakes you should avoid to prevent spam in email marketing.

1) Misleading subject

The subject is the best hook we have to attract our potential customers, but it is also the first thing email managers will look at to gauge the quality of your emails. Thus,

  • Avoid excessively commercial or suspicious vocabulary such as “super offer,” “exclusive promotion,” etc.
  • Do not use deceptive practices such as sending your campaigns with the subject “re:” or “fwd.” as if they were replying to messages.

In short, you must make it clear in the subject of your email what its content is about, without traps or strange phrases that lead you to think that you are not a spammer.

Also read How to write the perfect email title in 2022

2) Excess text

Again, and about the subject, consider avoiding phrases that are too long, because to avoid spam in email marketing, the ideal is to be brief and expressly detail the content of the email as a headline or subject.

This advice is very practical to avoid penalties. But also because everything you write that doesn’t fit into the manager used by the user to read your email simply won’t appear.

On the other hand, you should also avoid images with text because, similarly to what happens in Facebook Ads, these cannot be read by these platforms.

If you want to know how to write the perfect email title. Then you can click on the link above to avoid mistakes while writing the email title.

3) Excess images

Another aspect that you have to take into account to avoid spam in email marketing is the abusive use of images in your emails.

As I already told you, too many images cannot be used in each shipment because the managers cannot read those images, and, faced with unknown elements, the ISPs make drastic decisions.

So, if the content you want to share contains a lot of images (for whatever reason). Try to reduce them by including other types of visual elements in HTML or by bringing them to the web version of your email.

By doing this, you can avoid spam in your email marketing campaign.


4) Forbidden vocabulary

Can we prevent our emails from being considered spam by omitting some words or terms? The answer is yes. When we use certain words or phrases in our newsletters, it can set off spam alarms. So we must avoid them in email marketing.

In both the subject and the texts that you send, there are certain words that, as we have already mentioned, should not be used, or at least those that we should not abuse in email marketing. What is intend is to send quality content that contributes something to users.

Therefore, if you try to insert many of these words or if you repeat certain terms a lot. The email managers understand that you are only sending promotions and not useful content.

To prevent this from happening, we must know what types of expressions are prohibited in the subject of any email. 

Here are some examples:

Using words with excessive personalization: Generating a link with the user does not mean that we should treat him with too much trust. That is why expressions such as

  1. You have won XYZ.
  2. exclusively for you.
  3. Congratulations on XYZ
  4. Congratulations!! 
  5. Dear friend, you have won XYZ.

The words that drive direct purchase: For this reason, we do not recommend adding the following words to your subjects:

  1. We accept credit cards.
  2. Click on this link.
  3. Right now
  4. Buy now! limited units

Words that are intended to create a sense of urgency: If people need your product or service, they will make the purchase when they decide. If you push it, you can cause some inconvenience, and you can lose your credibility. Some customers may even unsubscribe from your newsletter, or they may block the sender’s address. For this reason, do not use expressions like:

  1. Do it now.
  2. Urgent
  3. Limited Time
  4. What are you waiting for?
  5. Only today
Words that indicate free or discounted:
  1. best market price
  2. Free access for you.
  3. Special Promotion
Words that refer to money and profit:
  1. Earn an additional income.
  2. increase sales
  3. Cash prize
  4. actual benefit
Words of exaltation:
  1. Your eyes won’t believe it.
  2. unbelievable, unmissable
  3. You won’t believe it.
  4. Wonderful
  5. Awesome
Words related to digital marketing:
  1. Exploit your online sales.
  2. Increased traffic on your website.
  3. Sell ​​more thanks to email marketing.
Words that imply professional benefit:
  1. work from home.
  2. Be your boss.
  3. Nobody sends you
  4. Set your hours.
Words related to any financial institution:
  1. Visa
  2. Mastercard
  3. PayPal
Other terms that you should NOT use in your emails: Avoid expressions such as:
  1. 100% satisfied
  2. with risk-free
  3. Join millions of people.
  4. Satisfaction guaranteed.
  5. This is not spam.

Well, now that you know some words that can harm you when carrying out your email marketing campaigns. You will know how to choose the correct ones and walk towards success. Remember that avoiding spam words is to guarantee delivery and your sender’s reputation.

email pages

5) Suspicious links in email

The structure of the links you use in your email also influences how spam is categorized in email.

Try to use personalized URLs, avoiding the use of complicated characters that prevent the link address from being read correctly.

A low-quality link structure like “example/%20-…” will quickly get penalized.

6) Uninteresting email content

Both users and email managers look for quality content and avoid anything else.

Sending emails without interest is going to make managers put a magnifying glass on your campaigns in search of something with which to penalize you. Also, users will eventually get bored of receiving your newsletters, so they won’t click on your links or even unsubscribe.

A good strategy to do this always involves segmenting the public and offering things that contribute and generate interest.

Also, read Useful email marketing strategies for optimal growth in 2022.

7) High shipping frequency

Finally, another aspect that you should keep in mind is the frequency with which you make your shipments. If you send constant messages and chase your subscribers, It is more likely that your emails will end up in the spam folder.

It may be difficult for you, but you have to find the perfect balance so as not to be heavy and overwhelm users (without reaching the point that they forget about your brand).

Good and bad practices in email marketing that drives results

Tips to avoid spam in your email marketing

In addition to avoiding the classic mistakes that we have seen so far, I want to add a series of practical tips that, if you apply them to your emails, will help you avoid falling into the spam folder once and for all.

These recommendations are the ones that I apply to my email marketing and those of my clients since they are all based on following a natural and high-quality strategy:

Tips to avoid spam in email marketing
  • Comply with the RGPD: Since we have the new General Data Protection Regulation (GDPR) with us, we must pay special attention to how we treat the data of our subscribers, adapting our forms, privacy policies, and warning texts for this purpose. legal.
  • Train the sending domain: The quality of the domain is essential to get your email marketing campaigns off to a good start. For this reason, and to enjoy a good sending reputation, make as many test shipments as you need until they are complete and minimize the risk of spam.
  • Ask subscribers for their acceptance: Here I am not only referring to the adaptation of the forms to the RGPD, because if you start doing email marketing and your domain is new to this strategy, it would also be very interesting if you asked your most loyal community to include you on their list of desired recipients.
  • Include a link to the desktop version (web): Keep in mind that each user will view your emails from a different manager and device. So, to avoid display errors and being marked as spam, You can optionally add a link to the web version of your emails.
  • Clean up your subscriber database: To reach the right audience, you need to clean up your subscriber list regularly. Thus, you will also be able to follow segmentation criteria that are even more adjusted to the reality of the moment.
  • Avoid attachments: This is another aspect that email managers penalize, and even more so if attachments are abused. Avoid it and instead, use calls to action that lead to external links.

Use the best email marketing services

To avoid spam in email marketing, you also need to consider the best email service providers. Our entire email marketing campaign depends upon the email service providers, so we need to choose the best software.

I prefer some are the best email service provider like MailChimp, GetResponse, and SendinBlue. All these are the best in todays market. If you want to know more in detail then you can click on the link. I have already written on email service providers.



I hope you like how to aviod spam in email marketing. Apply all the tips and tricks that you have learn in this article and move your business to next level. These tips csn be vey useful of your next email campgin to aviod spam in email marketing.

And dont forget to check best email service providers. Email service providers are very important for our campagin so choose software accordingly.

If you have any question about spam in email marketing or any question regarding email marketing then feel free to comment below. And also comment which is your favorite trick to aviod spam in email marketing.

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About the Author: Vishal Waje

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