3 Proven Tips to Avoid the Spam Folder

3D rendering digital document email marketing icon minimal style

It’s not a secret, email is one of the most powerful tools, but it can only help generate results if messages actually land in the inbox and, more importantly, stay out of the spam folder. Unfortunately, in many cases, achieving this is easier said than done. While most of businesses have the best intentions when clicking “Send,” the email landscape is constantly evolving – making it hard for businesses to ensure emails avoid this marketing black hole in the first place. 

"The key to avoiding the spam folder is establishing and maintaining a good email reputation."

However, as much as businesses want a clear and simple way to determine where their reputation stands, this can be hard to gauge. There are many factors that impact your email reputation and different ISPs and filtering companies will tend to prioritise some more than others. Unfair and sucks, we know!


The ambiguity surrounding reputation is why it’s crucial for senders to make sure they’re always abiding by current best practices and looking around each and every corner to avoid upcoming, unwelcome surprises. Doing so will ensure your messages don’t get flagged, bounced, or rerouted to the dreaded spam by ISPs.


While this post won’t go into detail about all the factors that go into maintaining a good email reputation, we will provide three top tips to improve your email inbox placement, avoid the spam folder, and achieve sustained marketing success for your business.

1. Always Use Good Quality Data

Many of the factors that impact your email reputation can easily be traced back to the quality of your data. Hard bounce backs or poor engagement might indicate you’re emailing to inactive contacts, or recipients who didn’t opt-in to receive your messages in the first place.


Ensuring that you are using high-quality data requires you to be mindful about how you collect it in the first place. Purchasing a list is a surefire way to send your emails straight to the spam folder, which will not only mean dead and wasted content, but it can also drastically damage your email reputation. Instead, we recommend capturing data by using submission forms where your new contacts can opt-in to receive future email communications from you. This will prepare your customers to expect your emails while reducing the likelihood of them marking your messages as spam.

2. Use Segmentation to Ensure Your Message Is Relevant to Your Recipient

In a world where your email reputation determines whether your messages land in the inbox, the days of sending mass, broad emails to your database are over. Receiving engagement on your emails is a key factor in maintaining a good email reputation, which makes it more important than ever to segment your audience and tailor your marketing messages accordingly.

We know that segmenting lists and creating targeted email campaigns sounds like a lot to handle, especially if you have a small team or you’re doing this solo. However, creating a personalised email marketing experience doesn’t have to be difficult or time-consuming. The right marketing automation platform can help you manage and segment your lists and set up automated lead nurturing programs, so you can better target your audience and drive engagement.

3. Make It Easy for Recipients to Opt-Out and Indicate Communication Preferences

Getting too many spam complaints can quickly and severely damage your email reputation. Even if your contacts signed up for your emails initially, there might come a time when they decide they are no longer interested in hearing from you or they are potentially fatigued by how often they do…


Avoid this pitfall by including an easy-to-view option for recipients to opt-out of receiving emails. This allows them to choose whether they want to continue receiving communication from you and makes them think twice before labelling your email as spam.


For those customers who are simply fatigued by the number of emails they receive from you, lead them to a landing page with a form where they can indicate what kinds of emails they want to receive and how often. This tactic not only helps you avoid the spam folder, but it also provides an opportunity to better understand your customer so you can further target your marketing messages and subsequently improve engagement.

What to Do if You’re Still Not Seeing Results

Following best practices can only help if your email reputation is already in tip-top condition. Sadly, us marketers commonly inherit accounts whose email reputation has been dug into a hole as a result of mistakes made previously, in these cases, you need to repair your email reputation or execute a hard reset before you ramp up your sending again. If you’re a 22 Century Design & Marketing customer, our team of experienced marketers can walk you through this process.

Get the latest news

Share With A Friend:

Do you have a quick question?


Work With Us

Have you got a project of your own? Why not get in touch today to find out how we can help make it awesome.