Guidelines to follow

1,Do not use misleading or false information in email headers

2.Do not use deceptive language in email subjects

3. Clearly and conspicuously identify advertising messaging *who,what.why*

4. Inform recipients of your business’s location

5. Tell recipients how to opt-out of future communications

6. Respect opt-out requests and handle them quickly

7. Be cognizant of what third parties or others do on your business’s behalf

1. Set up proper authentication

Look into
● DKIM (DomainKey Identified Mail)
● SPF (Sender Policy Framework)
● DMARC – requires you to already be using DKIM and SPF

If you’re using a custom email address, and you haven’t set up these authentication
methods, that’s one of the biggest reasons why your emails are going to spam. Later in this
post, we’ll show you what you need to do.
 2. Using words or punctuation that are spam triggers

They will attract attention and, when combined with some other issues on the list.
Additionally, avoid other spammy tactics like:

● ALL CAPITALS
● Lots of exclamation marks!!!!!!
● An onslaught of emojis *unnecessary ones*

Similarly, using poor grammar or misspelling words can also trigger spam filters, as many
spammers use machine translation to translate their spam emails into English.

3. Check Subject Lines

Use clear subject lines that do not mislead recipients

Powerful subject guidelines:

Keep it short and sweet: The shorter the subject line, the better. Brevity is important to
ensuring that your subjects don’t get cut off and that recipients are drawn in.

Avoid clickbait: Language that sounds spammy or clickbait-y will send you to the spam
folder and light up your block rates faster than anything. Remember CAN-SPAM and use
clear language.

Use emojis sparingly: It can be tempting to use emojis in every subject line, but they can
alienate some recipient groups. Use them sparingly and with purpose.

Be creative: Every email brings the opportunity to experiment and try new ideas. A/B test
subjects to see what resonates with your audience, and segment when necessary to get the
best results.

4. Images can also get you into trouble with spam filters.

There are two ways that this can happen:

First off, if you have a large image in your email and little to no text, that can trigger spam
filters. This one ties to the “spam words” point from above. To avoid getting hit with spam
filters for using spammy words, some spammers moved to including all the text in a single
image file, rather than as actual text.

Because of this, sending a single image looks suspicious to spam filters.

You can also run into problems in the other direction, though. If you use a lot of images and
very little text, that can also get you into trouble.
Ask our recipients to whitelist your email address to avoid your emails going to spam.
You’ll see even big brands asking subscribers to whitelist their emails, so this actually
isn’t an uncommon strategy