Kishen is a serial Entrepreneur and Author. He wrote multiple books on Marketing and Growth and have helped startups grow their business.

Preventing Email Spam: 7 Tips to stop your emails from going to spam


1 in 5 emails do not reach the inbox of the recipient. They either go to the spam folder or are blocked by the email service provider.

The spammers have spoilt it for all of us, your harmless email broadcast sent to your subscribers can end up in spam if certain protocols aren’t followed. Email spam is harmful to everybody in the ecosystem. If spam takes control and if there’s nothing nobody does about it then the email service providers like Gmail will see users drop off and marketers and sales people will see their emails drowned in a sea of spam. For this reason, spam laws have come about and email service providers have become strict with their policies. Here’s what you do to prevent emails from going to spam.

How to Keep Emails Out of the Spam Folder


  1. Be aware of The CAN-SPAM Act: 

The CAN-SPAM act lays down the rules for commercial email communication. It is not only about sending bulk emails, but also single emails. The follower of the CAN-SPAM act should follow the rules mentioned below or can be subject to penalties up to $16,000.


  • Don’t use false or misleading header information 
  • Don’t use deceptive subject headlines
  • Identify the message as an Ad
  • Tell recipients where you’re located
  • Tell recipients how to opt-out of receiving future emails from you
  • Honor opt-out requests promptly
  • Monitor what others are doing on your behalf 


2. Use Permission Marketing Strategies


Permission Marketing is when the end consumer explicitly permits to be advertised to or to receive emails. This was coined by Seth Godin, way back in 1999 but it still hasn’t entered into the mind space of a lot of marketers.

What permission marketing is not: 

  • It’s not when you’ve just acquired the user’s email address from somewhere and you email them
  • It’s not when you’ve made them read some fine print where it mentions about an automatic subscription if they agree to the fine print
  • It’s not when they haven’t complained yet even after you’ve sent them emails

Permission Marketing entails:

  1. Pitching Value: 

You’ll need to convince your user that your newsletter will provide value to them. That they will get exclusive access to great information only through this newsletter. This is the right way to get a user to join your newsletter. And looking at this, the user decides to subscribe.

2. Be entertaining and Valuable: 

Once the user is part of your newsletter, it is your duty to continue to be valuable and be entertaining. This also involves not straying away from the topic that they subscribed for.

3. Rekindling the Relationship: 

Sometimes people voluntarily subscribe to a newsletter and they forget the importance of it. It’s the job of the email marketer to remind the user why they subscribed and what value they’ll receive.


3. Avoid common Phishing Words and Spam Trigger Words

Email providers like Gmail have been going hard on Spam and this includes words that have been blacklisted. Examples are “Free” and “Save”. This does not mean, you cannot use these words, but you’ll have to tread with caution. Spam involves emails that try to defraud users and you’ll have to try to avoid using common phishing phrases as well.

Here is a list of common spam words.


4. Use an Email verification tool

Well, one of the ways to avoid being penalized is to check if you are sending emails to the correct email address. You can automate this process by uploading an email list to the’s bulk email list verifier. 


5. Check Blacklists

Sometimes email servers get added to a blacklist. If you are on a blacklist, your emails will not be reaching people on your list. You’ll first need to check if your server is on the blacklist. Use BlacklistAlert to check if your IP has been blacklisted. An important feature in this tool is if you’ve been blacklisted by any database, then there’s an option to go to their website and ask for a request to remove the blacklist.

6. Make Sure Your DKIM, SPF, Sender-ID Are Set Up Properly

There are some email related protocols that need to be set-up correctly in your system. These protocols help the ISP’s identify the authenticity of your email from a technical standpoint. Use to check if all these protocols are in place. It checks for:

It also checks the contents of your email to see if it will trigger the spam detectors or not. It’s not required for you to know complete details about these protocols, but it’s important to know if they are in place correctly.


7. Format your HTML in your Email

  • Consider using a width of 600 to 800 pixels for your emails.
  • Have a clean structure for your HTML code. If you want any tips regarding that, you can check this link. Generally the templates provided by email clients are perfect to use.
  • Image only e-mails are a complete no-no. They will be immediately sent to spam. Make sure you have text accompanying the image. Also, compress the image extensively before sending the email out.
  • Designer fonts can be tricky and may not render properly sometimes. Focus on the usual fonts like Arial and Times New Roman.
  • Optimizing your emails for mobile is paramount. Most people out of their houses open emails on their phone. You’ll need to check for readability and the links should be big enough to be clicked with their thumbs.