You don’t need to be a spammer to get spam complaints. It happens to the best of us. There are, however, a few simple steps you can take to avoid spam filters and reach the inbox.
Enable double opt-in: Requiring subscribers to double opt-in stops bot attacks in their tracks, preventing dangerous email addresses called “spam traps” from making it onto your list. It also prevents hard bounces by not importing addresses with typos and weeds out anyone who isn’t genuinely interested in your message
Verify your email list: Use a list verification tool, like MailerCheck, to remove potentially harmful and invalid email addresses from your email list
Clean up inactive subscribers: It’s safe to assume that people who don’t open your emails aren’t that interested. They also take up space in your list and negatively impact your metrics. Remove inactive subscribers to maintain proper list hygiene
Remove old email addresses: If you haven’t contacted an email list in over a year, it’s better to let them go than risk them not remembering they ever signed up
Update your welcome email: Make sure your welcome email lets subscribers know what to expect, you can even go a step further and allow them to self-segment based on their preference so subscribers only receive the emails they truly want
Optimize your content to avoid spam filters: Spam filters flag any email characteristics associated with spam. Avoid red text, writing in all caps, don’t use too many exclamation points and keep it short by cutting out any unnecessary padding