Email marketing is still one of the highest return-on-investment channels for companies—when executed effectively. The greatest challenge? Getting your emails into the inbox, not the spam folder. With effective email marketing tools and tactics, you can enhance deliverability, engage subscribers, and drive top-line results.
In this blog, we’ll cover how to avoid spam filters, use email automation effectively, and choose the best email marketing software to get better results.
1. Why Emails Go to Spam (And How to Avoid It)
- Even good emails can land in spam. Here’s why—and how to correct it:
– Bad Sender Reputation
- Internet Service Providers (ISPs) monitor how recipients treat your emails. Low engagement (not many opens/clicks) or high spam complaints damage your reputation.
Solution:
- Utilize a well-regarded email marketing platform with solid deliverability.
- Remove inactive subscribers on a regular basis.
– Deceptive Subject Lines
- Clickbait or pushy subject lines activate spam filters.
Example to Avoid:
- ❌ “YOU WON’T BELIEVE THIS OFFER!!!”
Better Alternative:
- ✅ “Your Exclusive 20% Discount Inside”
– Without Permission
- Sending email to individuals who didn’t consent is against spam legislation (such as GDPR and CAN-SPAM).
Solution:
- Employ double opt-in to verify subscriptions.
- Never purchase email lists.
2. Choosing the Right Email Marketing Software
- The correct email marketing tool assists with deliverability, automation, and tracking. Here’s what to search for:
– Good Deliverability Rates
- Some sites (such as Mailchimp and Brevo) have improved inbox placement more than others.
– Spam Testing Integration
- Tools such as Mail-Tester or GlockApps test whether your email appears to be spam before sending.
– Automation Tools
- Automated workflows (welcome emails, cart abandonment reminders) enhance engagement.
Top Recommendations:
- Theconnect More – Email Marketing Tool
- Mailchimp – Simple for newbies
- Brevo (Sendinblue) – Robust automation
- ActiveCampaign – Advanced segmentation
- HubSpot – Ideal for CRM integration
3. Writing Emails That Avoid Spam Filters
Even with excellent tools, your content has to be best practice.
– Steer Clear of Spam Trigger Words
Some words (e.g., “FREE,” “GUARANTEED,” “URGENT”) raise spam risk.
Try Alternatives:
- Instead of “FREE,” say “Complimentary”
- Instead of “Act Now,” say “Limited Time Offer”
– Balance Text and Images
Image-only messages tend to be sent to spam. Shoot for a 60:40 text-to-image split.
– Add a Clear Unsubscribe Link
Lacking or hidden unsubscribe links break spam laws and irritate recipients.
4. Using Email Automation to Improve Engagement
Email automation guarantees timely, pertinent messages—maximizing open rates and ROI.
– Welcome Emails
Send within seconds of sign-up to validate interest.
Example:
“Thanks for joining! Here’s your 10% discount.”
– Re-engagement Campaigns
Win back inactive subscribers with a targeted email series.
Example:
“We miss you! Here’s a special offer.”
– Behavioral Triggers
Send emails triggered by user actions (e.g., viewing a product but not purchasing).
5. Testing & Monitoring for Better Results
Regular tests guarantee your emails do well.
– A/B Test Subject Lines
Experiment with alternative versions to find out which receives more opens.
– Check Spam Score Before Sending
SpamAssassin makes predictions about whether your email will be marked as spam.
– Monitor Blacklists
When your domain becomes blacklisted, emails won’t be delivered. Use MXToolbox to test.
6. Keeping Your Email List Clean
A bloated list hurts deliverability and ROI.
– Remove Inactive Subscribers
Delete contacts who haven’t opened emails in 6+ months.
– Use Double Opt-In
Confirms real users and reduces fake sign-ups.
Final Thoughts
To hit the inbox, not the spam folder, focus on:
- Maintaining sender reputation
- Using trusted email marketing software
- Avoiding spam triggers
- Automating key campaigns
With these strategies, you’ll improve deliverability, engagement, and ROI. Start applying them today and see the difference!
