Why Your Emails Are Going in Spam And How To Avoid It

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Despite many years of predictions that email as a marketing channel would die or fade away, that day has yet to arrive. Email is alive and kicking – in fact, email marketing remains one of the most effective digital media channels. For every dollar brands invest in email marketing, they receive an average of 42 dollars in return. Which, of course, sounds great… leading many to believe this is a foolproof marketing method.

But, that doesn’t mean just by sending messages you will get good returns from this channel.


Because with more and more businesses trying to harness email’s marketing powers,  spam filters are working harder than ever to improve relevance and filter out noise.

Fun Fact: Did you know Spam accounts for 45% of all emails sent?


That is A LOT of spam. And it’s easy to wonder…  why are so many emails going into the Spam folder and how can I keep mine from doing the same? 

Here at Hustler Marketing, we are fond of challenges. To combat this Spam problem, we simply said no to the algorithm. And in doing so, we paved the way for the best email delivery in the history of the internet. Yes, we did it, we cracked the code, and most of our accounts rarely land in the dreaded Spam folder! 

Today we have decided we will be sharing some of our secrets to a successful email delivery. So, hold on tight and lean in close as we share a little classified info:

Here are our secrets for fixing your biggest Spam Issues: 


The Copy:

Be careful with your words! Make sure you know what triggers the spam filter and find a workaround, for example too many “promotion” words in your email can throw you right off track. Keep in mind that the listed trigger words are just  common examples. They may not be specific to your email service provider, however, you have to be careful and keen on specific words you’re using in the subject line or the body of the email that might activate the Spam filters. 

Unfortunately, there is no such thing as a complete list of trigger words to avoid, but here are some examples that can give you an idea:

  • Member
  • Sale
  • Fantastic deal
  • For free
  • Act now! Don’t hesitate!

So No Risk, No Problems! Right?

Well, it doesn’t stop at words. Here’s a brief checklist (on da house!) to go through before you hit the “Send” button:

  • Be careful with words associated with the language of sales. 
  • Common sense will tell you that one exclamation mark per sentence is enough. Never shout at your subscribers (e.g. “Buy my e-book now!!!”) Exclamation marks are especially risky in email subject lines.
  • Never overdo the use of “ALL CAPS”. When emphasis is needed, use a maximum of one word per sentence in all capitals, never a whole sentence.

The Email: 

You have to keep a very close eye on your deliverability, and also keep up and adapt your emails to this high paced digital world we live in. We know it seems like a lot, but we will give you just the right tips to help you get a lifelong exile from the Spam folder.   

  • Make sure to use the Postmasters tools to check your ID Sender’s reputation and test where your emails are landing once every month. 
  • Show an additional unsubscribe link in a prominent position, somewhere close to the top of the email.
  • Don’t use too many images/GIFs – think about sending plain text emails more often, and steer clear of too many links.

  • Avoid image-only emails and do your best to optimize the images.
  • Get your name off blacklists. Not sure if you’ve been blacklisted? You can use services online to see if your email server has been added to one. If you do have the unfortunate experience of being on a blacklist, you’ll have to first follow up on the website that added you to their blacklist. This will be the first step to getting this situation resolved.
  • It matters where you’re “From”!  Avoid frequent changes of From field names. Use clear, trustworthy From field names, such as: “contact@”, “newsletter@”, “support@”, feedback@”

The Audience: 

When your emails are inaccurately marked as spam, it could be because you have low engagement rates. One of the tell-tale causes of low engagement rates is having the wrong audience on your email list in the first place. Now, we know that every marketer is trying to grow their email list to be as large as possible. (And considering the importance of email marketing, they should be trying to improve their email list as much as they can.)

But rather than simply getting more subscribers, marketers need to focus on getting the right kind of subscribers. Just think more thoroughly about your segmentation, and you might find more than one hack to use. 

Also, please avoid purchased lists! Purchased lists are ticking time bombs, waiting to devastate your reputation as a sender. Riddled with dead emails and spam traps, they quickly inform mailbox providers that you break the rules by sending unsolicited emails.

The Final Ingredient:

Last but not least, you can monitor your deliverability

Now – I won’t tell you exactly how… but there are a lot of easy ways to monitor deliverability, and they cost you nothing! These are free tools to help you verify whether the email was delivered successfully pronto!

Emails going to spam? No more!

Having your emails end up in people’s Spam folders is frustrating. But after reading this post, you should have the knowledge to understand why your emails are going to Spam and fix the problem(s).

You’ll want to avoid spammy copy, properly use links and images, and make sure your subscribers are engaged and opted-in.

But In the end, there’s way more to this, and we wish we could spill all our secrets..

Truth is, we’ve been conditioned to believe that we can’t control how emails are received (or force people to receive them in a certain way.) Experts will tell you, “Just follow the best practices to try and avoid being perceived as spam.” 

But that solution wasn’t satisfying nor did it quench our thirst, so our Cyber Ninjas went even further with this! We did our own research, and we took the spam game to another level! Not only did we successfully avoid landing in Spam folders, but we have also found some juicy tricks to land straight in PRIMARY inboxes! No wonder our clients love it here…

I wish I could share more with you, dear reader! But we can’t give you all of our secrets to successful deliverability… you have to get on the wagon if you want to know more and make more $$. 

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