“SPAM is taking e-mail, which is a wonderful tool, and exploiting the idea that it’s very inexpensive to send mail.” – Bill Gates

Are your carefully crafted, beautifully designed emails languishing in someone’s spam folder?

It’s frustrating of course, but there are several practical steps you can take to avoid spam filters. Let’s take a look at some of the most effective.

Read on to learn about these 4 practical steps on how to avoid spam filters:

  1. Analysing your spam folder performance
  2. Adding your address
  3. Setting up an unsubscribe button
  4. Weeding out spammy language

Let’s begin.

Did you know that around 55% of all emails end up in the spam folder? That’s right: more than half. The odds are not in your favour.[Percentage of emails marked spam in 2018. Source: Kaspersky Labs / SecureList]

With 14.5 billion spam emails hitting their inboxes every day, it’s no wonder that people – and that includes your customers – are jaded. Today, you need to go the extra mile to save your marketing emails from the same fate. 

That means taking steps to improve trust in your brand via your emails, to ensure that you’re not breaking any laws, and to demonstrate to spam filters that you’re one of the good guys.


The first thing you need to do is find whether your emails are actually going to spam. 

If you use a platform like EmailOut, that just means clicking a button, e.g. “Request Spam Test”, which will give you a report that looks something like this:

Note that you may need to refresh a few times if some results say ‘Pending’.

If one or more of these are showing up as “Failed”, you need to try the steps below.


You may not realise this, but legally you need to include your official business address in all your marketing emails. If it’s missing, spam filters may get spooked. 

Note that If you work from home and don’t want to share your private address with everyone on your list, it’s a good idea to register a P.O. Box for this purpose.

It should be easy to add your address to your email template, especially if you’re using a platform like EmailOut. Just update the address in your main profile box and it will be added automatically to all your future campaigns:


If you are preventing people from unsubscribing from your emails, they are far more likely to mark them as spam. This not only puts you in their spam folder, but it also damages your score and makes other spam filters more likely to downgrade you, too.

Plus, in many places it’s a legal requirement, so don’t risk getting a fine!

Always include an ‘unsubscribe’ button or link at the bottom of your emails, like so:


Before you send any emails, ensure they don’t contain any common spam trigger words. We’ve talked before about the kinds of words and phrases that frequently cause problems, but bear in mind that these are constantly changing without notice.

Your best bet is to check each email using the Is Not Spam tool. 

Simply send a draft of your email to the automatically generated email address and it will reply with a spam-level report highlighting potential problems. From there, you simply need to adjust the wording as recommended.

Final Thoughts

While there are several simple, direct things you can do to help improve your deliverability and avoid spam filters, there is simply no substitute for building trust with your subscribers.

For a start, never try to trick people with misleading subject lines. You want to grab their attention, sure, but you don’t want them to be disappointed or irritated when they open the email. Here are some top ideas to get you inspired >> 

If you regularly send high quality, useful, relevant content to your list, they will want to open your emails. The more people open your emails, the more spam filters will recognise you as trustworthy – and the more they’ll direct your emails to the inbox, where they belong.

Professional Email Marketing | Powered by EmailOut.com

Open your Unlimited Sends one-month free trial today – after your first month with us you can switch to our FreeForever account giving you 12,500 sends to 2,500 contacts each and every month for free, forever. Corporate email marketing? Contact us.

[YouTube Music Video]
[YouTube Music Video]