Emailing: five tips to avoid the trap of spam

Since the beginnings of the Internet, the sending of emails in mass, without any personalization, is badly considered. ISPs - Internet Service Providers - and e-mail services are continually reviewing their filtering rules to block these massive ad campaigns, which they consider spam. But then, how do you make sure that the reasoned value proposition you want to send to your customers and prospects through an emailing campaign will not end up being too junk? First step, your marketing emails must therefore cross these spam barriers and reach their recipients in the best conditions. This step crossed, there remains a second test, which is at their pleasure. Indeed, it is possible that some of between them consider your messages as unwanted, or even denounce them as spam. Or simply do not give them the consideration they deserve. In either case, you will have lost time and probably a little money. And may have damaged your reputation with email providers. That part of your messages may not be read is inherent to any emailing campaign. But you have the power to reduce the share of those mistakenly treated in spam ... That part of your messages may not be read is inherent to any emailing campaign. But you have the power to reduce the share of those mistakenly treated in spam ... That part of your messages may not be read is inherent to any emailing campaign. But you have the power to reduce the share of those mistakenly treated in spam ...


Carefully target the recipients of your emailing campaigns


A customer or a prospect who receives a message from you that does not interest him will not be angry at the first mailing. He will certainly understand that you may be mistaken as to his eventual interest. But if the phenomenon repeats itself too often, your recipient will end up thinking that you know him very badly and that you do not listen to the signals he sends you.

He will lose interest in receiving your marketing emails and will stop opening them. Even more problematic, your customer or prospect, disappointed, may end up reporting your communications spam to cut your digital relationship.

The goal of an emailing campaign is to meet its target. To reach it you must select the audiences most likely to be interested in the goods and services you have chosen to highlight. And only those.

Optimize the purpose of your emailing campaigns

The subject of your email marketing is the key to your campaign. The formulation you will choose is decisive for the passage of the two barriers:

  • The anti-spam barrier of the FAI,
  • The behavioral barrier of your recipient.

How to prevent your emailing from ending up in spam?

A messaging software decides, according to an algorithm of its own, to classify each email in a directory. The directory "spam" is bad pick. The directory "main box" is good pick.

To pass this step, the formulation of the subject of your emailing campaign is preponderant. False promises and black words, also called spamwords, like '' 100% free '' or '' Never seen '' are especially to be avoided, especially in the accumulation.

How to make your recipient want to open your emailing campaign?

Your recipient should feel involved with your proposal right from the point of your email marketing. Be precise, concise, without overdoing it. Your client has no time to waste trying to solve an enigma. It makes you a priori trust. Just tell him what he has to gain by opening your message!

Your emailing campaign is a link among others that unites you to your customers and prospects. Do not lie to them with an over-seller object. Just stay true to their image of you.

Schedule your emailing campaigns as a series of appointments

Over time, and if you take the trouble to follow this indicator, you will be able to identify the time range corresponding to the opening rate peaks of your campaigns.

By choosing to send your marketing e-mails according to this reputedly favorable time slot (do not forget to repeat the test regularly to ensure this information), you have three advantages:

  • You address your recipients when they are the most reactive.
  • You show them that you are really taking the trouble to make their life easier, in the slightest detail.
  • Over time, you create a form of meeting, which will increase the desirability of your mailings.

And the frequency then? Here again, a rigorous follow-up allows you to identify the rhythm which induces a peak of commitment on the part of your recipients, that is to say a maximum of openings. Recommendation 1 is a weekly frequency. Without being too aggressive, it will allow your contacts to keep you in mind.

Perform deliverability tests for each of your emailing campaigns

An email is considered deliverable if it reaches its recipient in its main inbox. The deliverability of an emailing campaign corresponds to the rate of emails that follow the main path (the good pick!).

In general, a test function is integrated into the interface for sending your campaigns made available by your digital marketing partner. A deliverability test is to check, on each of the mail providers, that your emails are not considered spam.
Not all email services have the same policy, and spam rates may vary from one provider to another. In case of anomalies concentrated on a single mail provider, it will be up to you to try to understand with him how to improve your deliverability by probably modifying an element of your emailing campaign which poses specifically problem.

Make unsubscription easy to the recipients of your emailing

This advice is falsely paradoxical if we examine the possibilities offered to a recipient who wishes, rightly or wrongly (but it's his right!) To interrupt the flow of messages received from you:

  • Do not open your emails anymore
  • To unsubscribe,
  • Report your emails as junk.

Do not open your emails any more. Except statistically, a recipient who decides not to open your campaigns will eventually report them as spam.
Be aware that ISPs analyze the behavior of their customers and can decide, by themselves, to move your emails in the junk box after your recipient has deleted directly several of your messages without bothering to open them.
This refers to point 2, with the risk of seeing all your campaigns blocked.

And beyond the interest of not ending up in spam, you have the obligation to include an unsubscribe link anyway . Do not try to hide it, make it easy to use, like all the other services you give your customers!


In conclusion, the most effective way to ensure that your emails are not considered spam is to cultivate the quality of your customer knowledge upstream.

If the relationship with your customers is confident and based on an interest in your proposals, then it will be easy to convince them to integrate into their trusted shippers.
You can be certain that your messages will reach the main inbox of your recipients. This will improve the average deliverability of your emailing campaigns. And your reputation with email providers!


1 Direct Marketing Association

Topics: email marketing

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