Avoiding Spam Filters to Reach the Inbox



It is found spam filters are solely responsible for the failure of many email campaigns. The spam filters, which are cousins of scanning machines, hampers emails from reaching recipients’ inboxes. While in many cases, it is for the benefit of the recipient, but email marketers are the ones most affected.

After building the right strategy and planning to develop the perfect email, any marketer would be disappointed if the emails are diverted by the recipients’ spam filters for not landing in the inbox. Marketers need to understand why their emails are getting spammed and work on it to improvise the performance. The infographic helps you understand to do the same:

avoiding spam filter to reach inbox

How Do You Define Spam Filters?

The solution detects virus-infected email

It finds out the unsolicited email

It saves recipients’ inbox from unwanted emails

It helps reduce the clutter

What are the SPAM laws?

CAN-SPAM Act of 2003 effective from 2004 in USA

It states subject lines should be relevant to the content

Names, headers, reply-to should be straightforward

It should include the company’s physical address

It should include links to unsubscribe from future emails

The link should be active at least for 30 days

Different types of spam filter:

Rule-based filter

Content filter

Challenge-response filter

General blacklist filter

Header filter

Permission filter

Spam filters are deployed in different ways:

Hosted or in cloud


Software installed on PCs

What to check before sending email to avoid spamming?

The frequency of email shouldn’t be higher

The customer should have opted for your email

Maintain communication just after they send email

Checking email from your IP address isn’t spammed before

Better to be on recipients’ contact list

What are the authentication standards?


Sending policy framework or the SPF

DomainKeys Identified Mail or the DKIM

Steps to follow for avoiding spamming:

Clean code

Easy opt-out

A limited number of links

Proper image to text ratio

Subject aligning with the body text

Tricks that would save from spamming:

A unique subject line

Avoiding the salesy words

Not to use too many links

Keeping the format simple

Using fewer graphics


According to a finding, the spam complaint limit should be 0.1%.

Exceeding that limit could hamper the performance of the email campaign.

As a marketer, you should understand spam filters aren’t that bad and you should leverage the solution to yield the right results.

These filters use some best algorithms to ward off suspicious emails and make life easier for the recipient. So, understand why your emails aren’t getting cleared from the checklist of spam filters and integrate the learnings in your process.

The infographic presents you with some of the best tactics that help you steer on the right marketing path by avoiding spam filters.