13 Tips That Will Help You Avoid Being Flagged as a Spammer

When it comes to email marketing, Internet Service Providers (ISPs) are one of your biggest enemies. That’s because ISPs house anti-spam technologies—and if you’re not careful, you could find your nonprofit’s emails flagged as spam. 

To be fair, ISPs are also our friends precisely because they reduce the amount of spam we receive—and most people hate spam.

But forget that right now. For the purposes of this blog topic, ISPs are the enemy!

Know thy enemy

The only way to avoid spam blockers (filters) is to understand how they work. There are many types of filters. Some of them can’t be “fooled.” However, there are a number of simple things you can do to help avoid the most common spam-filtering techniques, such as the following.

1. Avoid spam-trigger words

There are hundreds of words that trigger spam filters. HubSpot has an exhaustive list of those words, as does Benchmark.

It’s a little depressing to read all of the words and phrases, because there will probably be times when you’ll have to use some of them. What’s more, spam filters focus on email content and subject lines, which means more chances you might accidentally use spammy words or phrases. That said, subject lines are where you’re most vulnerable when it comes to trigger words because of character restraints.

Here is a spam subject line from Schwan’s Home Service that was filtered into my Yahoo mail spam box: 

Spice up mealtime with 30% off, plus free delivery!

This subject line breaks three of the spam-trigger rules because it used:

• % off
• Free
• !

Here is one possible way to fix the subject line:

Spice up mealtime for less—plus complimentary delivery

Remember, subject lines should be short [link to blog on subject lines]. There is debate as to just how short they should; but a subject line should never be more than 60-characters long.

Finally, one of your best “weapons” in the fight against spam filters is a thesaurus.

2. Keep your email list(s) clean

Do not buy email lists; they’re spam traps.

Make sure your email leads came from people who opt-in. For extra security, use emails that have a double opt-in process whereby users click a confirmation link on an email they receive after they’ve signed up to your list.

Also, you get rid of emails that bounce-back repeatedly.

3. Do not use any attachments.

4. Spellcheck and Grammar

Be sure to spellcheck everything—subject line and body of your email. Poor grammar can also get your emails marked as spam.

5. DO NOT USE ALL CAPS

6. Do not use exclamation points!!!!!!!!!!!!!!

7. Email copy

When composing email, write for humans, not robots. Keep your language simple, friendly and don’t be afraid to use colloquialisms.

8. Do not keyword stuff

9. Alt-image

If you’re using images in your email, be sure to use alt image tags. That way, if the images don’t load, people can still understand what the message is about. Alt image tags are also used by screen readers, which tell the blind and visually impaired what appears on the screen.

10. Do not use Flash or JavaScript

If you want to use Flash or JavaScript, link it to a webpage. Use an image, such as a Play button, to indicate a video that can be watched.

11. Do not embed forms

Forms in emails are not secure. Instead, link to your website or a landing page.

12. Images

Go easy on the number of images you use. Constant Contact, Inc. found that “emails with three or fewer images and approximately 20 lines of text result in the highest click-through rates.” Also, make sure to embed a text-only version of your email.

13. Don’t break the law

There are real laws that govern email compliance for businesses. Here’s a quick rundown; but you can learn more by reading the CAN-SPAM Act. 

• Don’t use false or misleading header information.
• Don’t use deceptive subject lines.
• Identify the message as an ad.
• Tell recipients where you’re located.
• Tell recipients how to opt-out of receiving future email from you.
• Honor opt-out request promptly.
• Monitor what others are doing on your behalf.

Conclusion

As long as you follow these simple guidelines, you can rest easy at night knowing that your nonprofit won’t be labeled as a spammer.

Tags: email, spam