How not to end up in the Junk Mail folder


Picture this – you’ve spent hours crafting the perfect email, you’ve written cracking content, formatted it to perfection, added the snazziest graphics and with a confident flourish, you tap the send button, sit back and wait for the replies to come flooding in. Yet for some reason, you don’t quite get the response that you envisaged. Quite often, when sending out email newsletters they can somehow find their way into the spam or junk mail folder, never to see the light of day. Not only is this a waste of time and money but it’s also a lost opportunity to engage with your contact. Seeing as it’s the season for giving and we are feeling rather festive, we’re offering this gift to you – Our 6 top tips for ensuring your emails don’t end up in the junk mail folder.


1. Avoid the ‘B’ word (Don’t get ‘Blacklisted’ by email clients)

If you are regularly sending a large number of emails from your email server, you may find yourself on a DNS-based Blackhole List, which makes it near impossible to send an email without it automatically being classified as spam by the recipient’s server.

2. Some Kinky & Sassy Wording may be ‘SPAMMY’.

Avoid using potentially ‘spammy’ or ‘trigger’ words in your text. Whenever possible, avoid using the kind of words that you might typically associate with spam emails (for example, it would be better to write the word ‘gender’, as opposed to the word ‘sex’). It is important to keep in mind that the job of a spam filter is to keep adverts and scams out of your inbox. Therefore, make sure that when creating content, you steer clear from words that might set any alarms. If you absolutely must include such words, use them sparingly.

Make use of the inbuilt spam tester on BEFORE pressing that send button.
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3. Bulk emails with attachments are a big NO NO

Try to avoid sending attachments. Firstly, it is considered bad email etiquette to send an attachment to someone who’s not expecting it, especially if it’s a large file. Secondly, if you are sending an email with an executable attachment or a large PDF, you may find yourself being flagged for spam or by virus scanners, which could result in you being sent to the dark lonely depths of the junk mail folder.

4. Optimise your images.

Whilst it’s very tempting to pad out your newsletter with lovely images and graphics, it’s better to refrain from this as it can lead to your email being wrongly identified as junk. We generally advise users not to cover more than 25% of their email template with graphics. Alternatively, you could optimise your images (make them smaller in size [96dpi] and tag them with a name that aptly describes the image), thus ensuring that you have at least two lines of text for each graphic included.

5. Only send information your audience wants to see. Don’t send spammy content!

This may sound like a no-brainer but it’s crucial that whatever you’re sending, your recipient will actually want to read! Don’t send sales oriented jargon to people whom you know will not be bothered, keep your text concise, engaging, interesting and of benefit to your contact. Sending un-interesting or badly written content can result in you being manually consigned to the junk mail folder or even worse, being asked not to contact them again (which is what happens when they click the dreaded ‘unsubscribe me’ button!).

6. Get permission to send

Not only is this a legal requirement, but ensuring that people specifically opt-in to receive your emails is a clear sign that they are interested in what you have to say. Also, be sure to include an unsubscribe option at the bottom of the email, should they change their minds. Not having this unsubscribe link on each and every newsletter sent is actually illegal and you may find yourself in an uncomfortable position. It’s better to have 10 willing and engaged recipients, than 100 that will move your message to Junk Mail without a moment’s hesitation.

How can you get your emails ‘white listed’? Click here to find out.