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These days, consumers’ definition of spam email has changed. While the term spam used to refer only to malicious emails sent in bulk, it has since shifted to include any unsolicited or unwanted email. If your subscribers receive too many emails that don’t contain useful or relevant information, they’re likely to mark your email marketing campaign as spam. 

Getting marked as spam poses problems in multiple ways: Not only does being marked as spam reveal there’s room for improvement in the content you’re sending, it also negatively affects your deliverability and your sender reputation. Ultimately, this means your next email is more likely to get blocked by spam filters and never make it into your subscribers’ inboxes.

This infographic shares our best tips for creating high-quality emails your subscribers can’t wait to read in order to ensure your emails don’t get marked as spam:


How to avoid being marked as spam

In order for your emails to reach people’s inboxes, follow these steps:

Choose an ESP with proven deliverability

Only 21% of opt-in messages make it to the inbox.

Trust the data, research, and infrastructure of deliverability experts to ensure high deliverability.

Segment your list

Marketers have noticed a 760% increase in revenue from segmented campaigns.


74% of marketers say targeted personalization increases engagement.

Emails with personalized subject lines are 26% more likely to be opened.


When compared to standard promotional emails, automated emails get:

  • 86% higher open rates.
  • produce a 196% increase in click-through rates.
  • and generate 320% more revenue.

Avoid spammy subject lines

Certain words, too much punctuation, and special characters all trigger spam filters:

  • Winner
  • Amazing
  • Free
  • Urgent
  • 100% guaranteed
  • Limited time
  • You’re a winner
  • Now only
  • Risk free
  • One time offer

Send only quality content

Code must render well on mobile since that’s where 55% of emails are being read.

21% of users cite irrelevant content as why they unsubscribe.

Getting marked as spam once per every 5,000 recipients can get you suspended from many ESPs.

Clean your subscriber list

Avoid spam traps, inactive email addresses that lure in spammers.

Decrease your bounce rates below 2%.

Cleaning up a subscriber list can increase open rates by 25%.

Include a preference center

26% people cite too many emails as why they unsubscribe.

Wrap Up

Even the best emails won’t drive revenue if they get marked as spam.

To ensure you send high-quality emails:

  • Only send highly relevant content.
  • Allow your subscribers to opt out.
  • Segment your list to send personalized content.

Follow these tips and your subscribers will be sure to look forward to your sends every time.

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