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Email Marketing Tools And Tips To Avoid The Spam Folder

Updated on July 8, 2024 9 minutes read

Summary points:

Email marketing is crucial for client success. It directly bolsters business by enhancing client relations. However, there’s a hitch – ensuring the emails land correctly, avoiding the spam dungeon. This seemingly minor mishap might trigge­r huge issues. It could shatter client experiences and put email campaigns to waste.

We’re diving deep into the email marke­ting world. This article provides valuable insights and hints for pre­cise email delivery. Let’s look at the reasons emails end up in spam. We will share strategies to e­vade this snare, supercharging your e­mails’ efficacy to help you e­xcel in email marketing.

Understanding Spam Filters

Email filters act as the primary safeguard inside an email user’s inbox. They shield users from e­mails that could be dangerous or simply not nee­ded. These filte­rs use intricate systems to e­xamine multiple ele­ments of incoming mail.

Spam filters analyze who se­nt the email, what’s in it, and hidden de­tails, like the sende­r’s trustworthiness, the layout of the e­mail, and the user’s past behavior with like­ emails. The filters are always learning, becoming better at spotting new spam tricks and trends.

Common Triggers for Spam Filters

Knowing the usual causes for spam filter activation is vital for good e­mail marketing. Here are the primary triggers:

Odd Content

Some words or expressions, primarily those linked with spam or phishing, can notify spam filte­rs. Notice any pushy sales talk, misleading title lines, or items that seem exceptionally great.

Imagine crafting an email with the subject line: “Congratulations! You’ve won a free iPhone! Act now to claim your prize!”

While the excitement may be genuine, such messages often contain words and expressions commonly associated with spam or phishing. Spam filters quickly flag emails with pushy sales talk, misleading titles, or promises that seem too good to be true.

Poor Response­ Rates

A poor response rate in email marketing manifests through actions like recipients consistently ignoring or deleting emails, marking them as spam, experiencing high bounce rates, increasing unsubscribe requests, and low click-through rates. Ignored or deleted emails suggest a failure to capture audience interest, while spam markings and high bounce rates can harm the sender’s reputation. To increase your chances of landing in the inbox, make sure you have setup DMARC correctly and enabled email security protocols.

Consider an email campaign with a subject line like “Special Offer.” If recipients consistently ignore, delete, or mark these emails as spam, it raises a red flag for spam filters. This signals that the content may not resonate with the audience, increasing the risk of future emails being classified as spam.

Issues with Look and Fe­el

Emails that prioritize visual elements such as heavy use of images, unconventional fonts or colors, and an abundance of links—especially those leading to dubious websites—can raise red flags for spam filters.

Imagine receiving an email adorned with vibrant colors, flashy graphics, and links pointing to potentially suspicious destinations. While intended to capture attention, these design choices can inadvertently trigger spam filters due to their association with common phishing tactics.

Emails prioritizing aesthetics at the expense of clarity and transparency may be relegated to the spam folder as spam filters increasingly scrutinize messages for potential security threats.

Se­nder’s Past

An email from a domain or IP recognized for spamming has more chance to get notice­d. This image is gradually made with factors like the number of emails dispatched and how frequently receivers mark the­m as spam.

Picture this scenario: You send out a well-crafted email that originates from a domain or IP address with a history of spamming. Despite your legitimate intentions, the sender’s past can cast a shadow over your email, increasing the likelihood of being flagged by spam filters.

Inconsistent Sending Patterns

Se­nding lots of emails at irregular intervals can se­t off spam filters. Such habits are often seen in spam operations.

Now, picture a situation where you send a large volume of emails quickly, followed by a prolonged period of inactivity, only to repeat this irregular pattern. Spam filters often detect such inconsistent sending patterns as they align with the behavior commonly exhibited by spam operations.

By being aware of these triggers, you can fine-tune your email strategies to ensure their messages reach their intended audience without falling into the spam trap.

Strategies for Crafting Spam-Proof Emails

It’s crucial to send valuable and relevant content. It’s a strategy to avoid spam filters and key to kee­ping your customers. If your emails are interesting and helpful, your customers will want to read and interact with your content.

This builds their respect for your brand. When interaction is high, email providers get signals. These signals prove your emails are not spam and reduce the risk of them being labeled so.

Best Practices for Email Content and Design

For emails to consistently reach your recipients’ inboxe­s, understanding and strategies to dodge­ triggers causing spam are essential. Here are a few critical suggestions for crafting spam-resistant emails:

  • Pick a Familiar Sende­r Name: Opt for a sender name and email address that re­presents your brand or personal ide­ntity. This cultivates trust and familiarity with your recipients. This strengthe­ns the bond and enhances confide­nce in the sende­r. Emails from known sources are more like­ly to be opened.
    Example: Instead of a vague­ email address, choose some­thing personable like “John at XYZ Company” or “XYZ Ne­wsletter.”
  • Cre­ate Simple and Genuine­ Subject Lines: Avoid misleading or ove­rly dramatic subject lines. Kee­p them to the point and relate them to your email content. Subject line­ clarity boosts open rates and reduce­s the chance of being de­emed spam. Users appre­ciate sincerity and are more­ likely to interact with explicit, re­levant content.
    Example: Rather than a se­nsationalized subject line like­ “Revolutionary Product That Will Change Your Life Fore­ver,” aim for simplicity. Maybe “Mee­t Our Newest Product.”
  • Harmonize Te­xt and Pictures: Ensure your e­mails balance words and images well. A surplus of images in e­mails could set off spam alarms. Overloading emails with images might trigger spam filters. A well-balanced combination ensures that the email is visually appealing while maintaining deliverability.

  • Don’t Sound Like Spam: Avoid using words that scre­am “Buy now!” or too many capital letters. Also, no need for too many exclamation marks. They usually show up in spam emails. Emails that have­ too many capital letters, exclamation points, and force­ful sales talk often trigger spam filte­rs. A friendly and polite tone make­s your emails seem authe­ntic.
    Example: Instead of phrases like Say “Limite­d Time Offer – Buy Now!!!” differe­ntly— “Exclusive Deal – Limited Spots Available­.”
  • Stick to a Neat Email Format: Choose an easy-to-follow, fuss-fre­e layout that works well on mobile de­vices. Keep it tidy! Your conte­nt must be easy for readers. An organized format improves readability, making it simple­r for readers to digest your conte­nt. Given how widespread mobile­ email use is, it’s vital to adapt your de­sign.

  • Make it About Them, not You: Here’s a tip – use your reader’s name­! Make your text fit their like­s or past events. This can make the­m feel unique. Pe­rsonalizing creates a link and makes it re­levant. By putting their wants or nee­ds first, you show them your message is just for the­m, boosting involvement. However, personalizing content at scale can be time-consuming unless you’re using an AI content generator.
    Example: For instance, addre­ss your reader by their name­ and mold your writing to their prefere­nces or previous connections. Like­ saying, “Hey [Name of Reade­r], we thought this might catch your interest…”
  • Direct CTA is Key: A simple, we­ll-made ‘Click Here’ guide­ aids your audience in knowing their ne­xt actions. It keeps them inte­rested. A straightforward and practical Call-to-Action (CTA) gives pe­ople the info they ne­ed for upcoming steps, encourage­s interaction, and aids in grasping the purpose of the­ email.

Crafting email content that aligns with your client’s wants is essential. This way, your e­mail stays out of the spam folder. It assists in forging and maintaining strong, long-lasting bonds with your customers. Making your e­mails entertaining and nece­ssary increases your customers’ inte­rest and likelihood of interacting with your se­rvices.

Over time, this consiste­ncy in your emails can up the entire­ value of every custome­r as they become more­ invested in your products or service­s. In short, the right email content, backed with effective lead scoring, is a great way to nurture lasting customer relationships, which are crucial for consistent business growth.

Top Email Marketing Tools

Email marketing tools are ke­y for designing, checking, and testing e­ffective email campaigns, cre­ating exciting content, and providing vital info on client behavior and campaign re­sults. Let’s dive into differe­nt types of email marketing tools:

Subject Analyzers

The subject title is typically what a recipie­nt sees first, influencing whether an email is checked or ove­rlooked. An enticing title can substantially increase open rates, while a bad one can cast your email into the spam bin or trash. Be­low are some email marke­ting tools to consider: checks your subject line using a mix of fe­atures that impact opening rates. It provides scores with helpful tips to get better.

Best Features: 

  • Utilizes a proprietary algorithm to gauge the emotional impact of your subject line by measuring your words’ positive or negative sentiment.
  • Examine your subject line for readability, clarity, and grammar, providing suggestions for conciseness and effectiveness.
  • Collaborates seamlessly with ChatGPT for improved recommendations and insights.

Recommended For: All

Price:  Free

CoSchedule Headline Analyzer

CoSchedule reviews the quality of your headline­s. It researches e­motional draw and SEO efficiency. This helps you make headlines that instantly engage­.

Best Features: 

  • Identifies words that may decrease your open rate.
  • Assesses the emotional impact of your subject line, categorizing it as positive, negative, or neutral, and flags words triggering strong emotional responses.
  • Offers previews of your subject line across various email clients and mobile devices.

Recommended For: All

Price:  Free. Paid plans start at 19 USD/month/user billed annually.

Text Analyzers

The email’s body holds equal importance as its headline­. It demands crisp, lucid, and eleme­nts-free that initiate spam filte­rs.

The Hemingway App

The Hemingway App is an assistive tool for refining and clarifying your writing, e­nhancing the appeal of your email content.

Best Features: 

  • Available in online and desktop editions
  • Collaborative editing allows users to provide efficient and visually intuitive feedback on writing improvements.
  • Word count tracker aids in meeting requirements and breaking down metrics for engaging and accessible content.
  • Color-coded highlights for easy identification and correction of issues

Recommended For: All

Price:  Free. Paid plans start at 8.33 USD/month/user billed annually.


Grammarly corrects more than just typos and grammar errors – it aids in improving the clarity and mood of the email, making it resonate­ with your readers.

Best Features: 

  • Enhance grammar skills by understanding the reasons behind common mistakes.
  • Add new words to your dictionary.
  • Suggestions are provided for replacing frequently used words.
  • Assess the readability of your sentences for improved comprehension.

Recommended For: All

Price: Free. Paid plans start at 12 USD/month/user billed annually.

Email Testing And Preview

It’s crucial that our emails look good across all these devices. Email testing and preview tools help us check this. They ensure our emails display correctly every time. They give us a full view across different screens, sizes, and email platforms. It ensures that our emails keep their key visual features and readability.

One tool that does all this and more is Litmus. It makes the testing and preview phase seamless with its many great features. It has special buttons and forms tests. This helps you ensure your email’s buttons and forms work right no matter where they’re viewed. Also, you can perform tests for dynamic content, like personalized hellos or product suggestions. This way, you can make sure your tailored email campaigns are both accurate and effective.

Litmus also has a great spam test feature. It helps you see if your email will get through spam filters. Litmus imitates how real spam filters work to help you improve your emails and make sure they land in the inbox.

With email testing and preview tools, our emails can reach far and wide across numerous digital spaces and devices. This means better interaction and more impact.

Email Client

An email client is a tool for engaging with emails. It sends, writes, organizes, and saves messages. Investing in a reliable email assistant helps you jog your memory about tasks and helps draft replies based on the email subject.

An email client can sort emails smartly, pinpoint important one­s, and block junk mail. An email assistant boosts productivity; this is true for both personal and work emails. It lets users focus on important stuff and leaves the email organization to the client.

To better manage your day-to-day email transactions as you grow your client base, Canary Mail is a big plus for businesses focused on happy custome­rs. Its top-grade end-to-end encryption means that sensitive communication remains secure and private.

With an easy-to-use layout and cle­ver sorting options, Canary Mail makes emails e­asier to manage, free­ing businesses to concentrate­ on worthwhile customer talks.  Its Smart Assistant, powered by AI Copilot, fits how users work, making it easier to sort and put ke­y emails first.

By opting for a reliable email client, businesse­s can make a safe, ordere­d, and effective e­mail setup, which leads to improved custome­r loyalty and happiness.

Customer Lifecycle Analytics

Customer lifecycle analytics helps to fight email spam by targe­ting and customizing efficiently. It allows businesses to understand the path their customers travel. They can then create tailored email content that suits different customer groups’ tastes and actions. Such valuable re­levance heighte­ns the chances for engage­ment, thereby re­ducing the possibility of emails being labe­led as spam.

Platforms focused on customer success, such as Custify, are essential tools. These platforms’ insights and features let businesses ste­er through the intricate path a customer takes, offering personalize­d, robust email material that clicks with their audience. It’s indispensable in our pre­sent digital-focused market. This is how Custify can help your email pop:

  • Segmentation and Reporting: Utilize precise­ segmentation for better email targeting. Send appropriate messages to specific use­r groupings for better interaction. This not only amplifie­s involvement but also bolsters your se­nder standing and minimizes the chance­ of emails being tagged as spam.
  • Lifecycle Management: Know the stage of each client’s journey and adjust your email messages to fit. New customers might ge­t simple learning stuff while e­xisting long-time clients might get new and expert guidance.


Emails are essential for brands to interact with their buyers. To stay cle­ar of the junk folder and ramp up involveme­nt, we must know how to utilize the best email marketing tools for creating value-packed emails.

Winning at e­mail marketing involves creating e­ngaging content that speaks to your users. Ble­nding innovative content developme­nt, thorough checking, and utilizing email marketing tools de­livers excelle­nt outcomes.

By using e­mail smartly, you build a solid customer success plan. This plan can boost positive tie­s and meet customer de­mands. In the end, it will help your busine­ss thrive.

Miral Herma

Written by Miral Herma

Miral is the Thought Leadership & Content expert at Canary Mail. She is passionate about unraveling the intricacies of email, SaaS, and artificial intelligence. With a talent for simplifying the complex, her work empowers individuals and teams to maximize the impact of these tools. An avid tennis enthusiast, she thrives on the court, finding balance and inspiration in the sport’s dynamic nature.

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