The best way to avoid Spam filters when sending email campaigns:
- Run a spam score test.
- Don’t send with you shared host server, use a dedicate ESP instead. Choose your delivery method.
- Authenticate your emails by setting up DKIM and SPF for your mails.
- Ask users to add you email address to the address book or a whitelist.
- Check your subject line/text and avoid words which are used in spam mails.
- Never send to subscribers who didn’t signed up for your newsletter.
Also make sure you follow your local legal guidelines.
Run a Spam Test
Mailster has a built in option to run a quick spam test which gives you a score from 1 to 10 where 10 is the highest score. If you get 7 or more points your mails should reach your subscribers inbox.
An excellent service which gives even better information is mail-tester.com. Run a test by sending the email provided by this service and wait for the result.
Don’t send with you shared host server, use a dedicate ESP instead
If your website is hosted on a shared server many other users are also hosted on the same server with the same IP address. If others send email through this server and their emails get marked as spam your emails also get marked as spam more easily. This happens because the IP address of your server get listed on blacklists.
To prevent this go with a private server or send your emails from a dedicate server. Even better is to use a professional service as explained here.
Authenticate your outgoing emails with DKIM, SPF and DMARC
If you send from your own server (which you shouldn’t do as pointed out above) you should sign your email address so receivers can check if the email is actually from you. This helps to prevent the spam folder in most cases. Read more about DKIM here.
Ask users to add you email address to the address book or a whitelist
If users add your from email address to their address book email clients hardly will mark your message as spam as it’s from “a known person”.
Check your subject line/text and avoid words which are used in spam mails
Never send to subscribers who didn’t signed up for your newsletter
Build your own list and never send buy lists. Never send campaigns to subscribers who didn’t ask for. Implement double opt in and offer an unsubscribe option in every email you send out.
Bonus Tipp: Don’t send SPAM
This is a no brainer but in case you are just evil and like to send spam – Just don’t 🙂