Every email loses reader trust when it lands in the spam folder. It’s also a strike against your marketing campaign as Gmail registers data for all users - so it’s better to avoid the spam folder.

Clean your email list

High open rates, email link clicks and low bounce rates ensure email delivery to the inbox folder. Make it clear to readers on how they can subscribe. If you notice particular subscribers have unfavorable metrics, then ask them to unsubscribe. Also, clean your email list of people who have not opened your messages in 3 months: cleaning protects your marketing campaign from a spam label.

Avoid all caps and exclamations points

Exercise calm when writing to subscribers. There are other ways to communicate urgency and excite readers to act. Caps and exclamation points attract the attention of spam catchers, so when you feel excited, use emojis instead.

Avoid spam trigger words

The words you choose for your subject line can keep you away from prospects. Phrases associated with sales such as “free,” “off,” and “obligation” trigger filters. Search for spam trigger words to avoid and keep the list close when writing your subject lines.

Avoid sending attachments

Spam often contains inappropriate attachments, so it’s not a good idea to send attachments using bulk emailing. Thanks to online clouds like Dropbox, Google, even Canva, you can instead send links to PDF freebies.

How does one avoid the spam folder? Clean your list, send subject lines without all caps, spam words or exclamation points, and include no attachments.

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