How to avoid the spam folder


Spam is the greatest enemy of a marketer who works on Email marketing channel. Spam is defined as a series of unwanted advertisement emails, overloaded with information the addressee considers needless. These are the emails that the addressee neither ordered nor permitted to receive. It is said that an e-mail is considered spam when the complain rate (the ratio of complaints to the number of sent emails) exceeds 0.2%.


  • filters in inboxes – from the technical point of view the main reason why mass mailing gets to spam folder is connected with filters; they protect the inbox from unwanted and intrusive mailing. The pushy mailing may cause the irritation of a user and in consequence, the user can report the mailing as spam or set up filters to prevent it.
  • the unpersonalised content of an email – the same content directed to the mass recipient usually includes typical slogans and words which are classified by the filers as spam.
  • buying up the contact base – when you decide to take such step, you need to take into consideration the fact that many other people have done the same, and the email addresses from such contact bases are flooded with spam excessively.
  • the absence of opt-out link – the email may be qualified as spam because of the lack of the opt-out link or if it is undetectable ( in SALESmanago wizards you can’t create an email without the link).
  • sending emails from or to generic email addresses – sending out emails to the contacts from the contact base that consists of addresses which most of them come from the same domain may in effect considered spam.
  • emails overloaded with graphics – including large images that are not connected with the content of the emails, the lack of image alternate text or the descriptive titles of images, attachments increase the size of the image and in the effect it is directed to the spam folder.
  • the lack of data hygiene – it is crucial to keep the data refreshed and reduced by deleting inactive email addresses. Apart from that, you can receive bounces or your emails can be captured by spam traps. These are email addresses set up in order to detect and block people who send spam. It can lead to a drastic decrease in the delivery of emails and even blocking your emails as they are considered spam.
  • a misleading subject of the email or the subject typical for spam – using specific words such as ‘won’, ‘extra’, ‘great’ or those connected with uncensored content is most frequently qualified as spam.
  • emails sent too frequently – irritated and overwhelmed users may report your mailing as spam.


  • data hygiene – delete regularly inactive email addresses, get rid of wrong email addresses which are used as spam traps. It is also important that email addresses come from various domains and they are not generic (e.g. office@, info@).


  • marketing automation – utilize the data you possess about the contacts to personalize the content in emails, adjust the frequency of the mailing according to the expectation of the individual. In effect, recipients will receive emails that they expect and need. Avoid keywords which are sifted through by antispam filters; avoid suspicious subjects of emails which may be recognized as spam.
    >>personalized emails and statements on a website
    >>content personalization for Landing pages


  • contact database segmentation – put your database in order; careful segmentation based on scoring and tags (thanks to tags you can segment contacts according to their interest, sex or the source of acquisition) will provide you with satisfying sales results on Email marketing channel. Create such emails that will hit the spot.
    >>basic rules for granting scoring to a contact
    >>assigning and using tags



  • add the opt-out link – always include the opt-out link to the template of the email; before you send the email, check whether the link works properly. In the SALESmanago wizard you can’t finalize creating the template without the link, the system will always remind you to include it.


  • don’t overload the email with attachments – the more you include, the greater risk you take. Large images which are not connected with the content, attachments – filters treat them as spam.


  • don’t send emails too rarely – you are not the only one person that takes advantage of email marketing; it means that the users receive a lot of other offers. If you send yours too rarely, users will forget that they ever subscribed to your newsletter.