Top 5 Tips to keep email out of Spam Folders



SendGrid, Brick River's trusted email vendor and sender of your emails through our Console, is very serious about email deliverability. They live and breathe it each day, adjusting its search algorithm to provide the best results and ensure your non-spam email gets delivered. In this post we offer advice to help you make sure that your emails make it to their intended destination, the InBox.

1. Be Compliant with the CAN-SPAM Act

If you are sending “any electronic mail message, the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,” then you must comply with the following 7 main requirements (or face penalties up to $16,000) [information on 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 requests promptly
  • Monitor what others are doing on your behalf

If your email contains only transactional emails or relationship content, then you are exempt from these rules; however, you must still not include false or misleading routing information.

2. Avoid Spam Trigger Words and Phishing Phrases

Unfortunately, there is no complete list of spam trigger words. Further, it is not always the case that your email will end up in the spam filter simply by using a so-called trigger word.
The key thing to remember, is that a spam filter is trying to remove commercial advertisements and promotions. So generally, words that are common in such emails should be avoided or used sparingly. That said, take a look at these 100 Spam Trigger Words & Phrases to Avoid.
Phishing emails are designed to steal your identity by getting you to click on a fraudulent link. The most common method is for the email to be disguised as a legitimate email from a service you trust, such as your bank or a website you frequent. Thus, you want to avoid using phrases that are common to phishing attacks. At you will find a short list of common phishing phrases along with references for further investigation.

3. Use Permission Marketing Techniques

Seth Godin coined the phrase “Permission Marketing,” and offers his thoughts here. There you will find sound advice on the ideas behind getting your customers or potential customers to give you the permission to email. Take it a step further at the point of subscription and ask to be placed on their white list.

4. Maintain a Good Text to Image Ratio

It is usually best to not include images at all; however, if you must include images, here are some tips:

5. Avoid Spam Traps

Spam Traps are email addresses that are flagged by ISPs as being no longer used by a human, so it then stands to reason that there could have been no opt-in. To avoid including a Spam Trap email in your mailing list, use a opt-in process and do not buy lists from email brokers.


This article is courtesy of SendGrid written by Elmer Thomas on October 23, 2012.



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