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How to reduce the rate of Email Marketing falling into SPAM?
How to reduce the rate of Email Marketing falling into SPAM?
Ciara avatar
Written by Ciara
Updated over a week ago

I read in the group many good articles about email marketing, so I also want to share with you a tiny bit of my experience in email marketing. Specifically, a few tips that help you restrict your email from falling into spam and increase the open rate thereby increasing the conversion rate.

In this article, I will divide it into 2 parts: REASONS and WORKAROUNDS that make it easy for you to understand and apply!


Sending IP is not reliable

This case often happens when the enterprises use domain share hosts or use email server services from no reputable unit. Sort of, if you share the same IP and there is one person spamming, the entire list of related domains in it will also be infected. Or use the same email server.

The domain is not authenticated / The sending domain does not match the sender name

Can you check if you have configured the authentication, please? The fact that the domain has not been declared SPF (Sender Policy Framework) or DKIM (DomainKeys Identified Mail) can make outgoing mail less reliable and more likely to be fallen into Spam/Junk.

Besides, you should also note that when sending emails with a different domain and sender name, it also causes the email to be marked as spam because it is not reputable.

The subject line and email content contain the keyword SPAM

There were some mistakes that I often made in the past. As a result, the server's spam filter blocks the way, and the return rate is indescribably low. Now, I would like to share it with you to avoid the same situation like me:

  • Use all caps lock and spam-like phrases like “Click here!”, “ALL FREE”, “Buy now”,…

  • The email has too many images, and very little or even no text (because the filter cannot identify the images, so it is easy to be mistaken as an error email).

  • Similarly, an email with too many links also makes the filter mistakenly think that the email you send contains a virus, so it will go straight to spam.

The client file is wrong

An objective reason coming from the recipients may be because their mailbox is full, the email address is incorrect or does not exist, ... resulting in your campaign being affected by hard-bounced to the successful delivery rate.

Even worse, they unsubscribe, marking spam emails. It's not only a waste of time to set up, but also to make a bad reputation and reliability of your domain for Mail Clients (e.g. Gmail, Yahoo, Outlook, AOL, Soho, etc.) ...).


A few ways to address this situation that I have tried and noticed quite effective:

Use a reputable mail service

Normally the Internet Service Provider (ISP) - in this case, it will be Mail Clients that always check for the following 3 issues:

  • What IP address are emails marketing sent from?

  • What domain do you use to send?

  • Finally, does the sender email address match the domain?

From that, it will track whether your mail is trustworthy, and how your IP address is ranked (based on the open rate email, the number of invalid emails, or the number of people marking spam emails). If all these requirements are met, it will greatly reduce the possibility of spam. In addition, segmenting the client file to send it properly and create interaction with the recipient will help your mail go straight to the inbox.

→ Mostly, I see that you will ignore the issue of email notifications and only care about whether the mail arrives in your inbox. The problem is that if you find a reputable email service with a good IP, or even if the mail goes to Promotion, the recipient will still receive a notification that an email has arrived << This is extremely important for an email campaign, together with the attractive subject mail that will highly increase the open rate.

Verify your domain to send mail

For example, when my shop is Celci Clothing sending mail to users, they will know that this mail is sent by (mail-by) → not only "passing through the spam filter" of ISP but also increasing professionalism and building for your brand.

To do this, you need to authenticate the domain, the details will be based on the configuration of each domain host (eg GoDaddy, NameCheap, BlueHost, ShopBase,

etc...). Please free inbox me and I will guide for specific instructions for each case.

→ A note for you is that 2-4 weeks after domain verification, you should restrict the number of emails sent, at this time I encourage you to "warm-up" first with a few emails for the file of customers who interact with the store the most. The purpose should be to "score" to Mail Clients like Gmail, Yahoo, ... that you are a "good sender", as well as to strengthen the "reputation" of the domain and eventually get the open rate and best click rate.

The way I usually run automated flows with lots of interactions like Welcome new subscribers or Abandoned Cart is to run for 3-7 days, then start sending out marketing campaigns.

Avoid using emails that are full of images, or contain lots of links

As I shared above, you can actively change and adjust the email content to avoid being blocked by the spam filter, for example:

  • Avoid caplock subject lines, insert too many pictures and pay attention to links in emails

  • You can refer to Gmail's regulations and use that as a standard to avoid spamming.

Segment the customer loyalty files to send mail

Please consider trying the following:

  • Buyers may not necessarily want to receive promotional emails from their store. You should only send emails to customers who have signed up (opt-in) to receive email marketing.

  • Instead of taking the file of customers for store A to send promotional emails for store B's products, you should create a signup form on the website so that customers can actively fill in the email to register to receive deals when entering the store.

  • For the first few campaigns, you should only send to loyal customers who have a lot of interaction with the store or have made a purchase within the past 90 days.

The above are tips to help you set up email marketing more effectively, hope you apply them successfully. Or simply, you can contact a reputable email service and content media provider for support. If you have any questions, feel free to inbox me.

Thank you for reading and see you in the next post!

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