I’ll never forget the first time I realized half my email list never even saw my emails.
I was hustling hard, writing what I thought were helpful newsletters. Open rates? Trash.
Turns out, my emails were getting sucked into spam folders like socks in a dryer. No warning. No chance to say goodbye.
If you’ve been there, or want to avoid ending up there, this post is for you. I’m sharing the five best practices for avoiding spam filters, and I’m keeping it real. No jargon, no fluff. Just stuff that actually works.
1. Use a Verified Domain and Set Up Authentication
This was one of those things I ignored at first. I was sending emails from a Gmail address because… well, it was free and easy.
Bad move.
Email providers like Gmail, Outlook, and Yahoo are way more likely to trust your message if it comes from a verified custom domain — like “hello@yourbrand.com” — and if you’ve set up proper authentication protocols.
Here’s what helped me:
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SPF (Sender Policy Framework): Tells servers which IPs can send on your behalf.
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DKIM (DomainKeys Identified Mail): Like a digital signature that proves your email is legit.
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DMARC: Builds on SPF and DKIM to stop spoofers from using your domain.
It sounds technical, but most domain registrars (like GoDaddy or Namecheap) have step-by-step tutorials. Or just email support, they’re usually cool about helping out.
I ran mine through a tool called MXToolbox to check if everything was good. Total game-changer for deliverability. You can also improve delivery performance by using email analytics to improve open rates, tracking what works and what needs fixing.
2. Don’t Sound Like a Used Car Salesman
I learned this the hard way when I wrote a subject line that said “ACT NOW!!! HUGE SAVINGS INSIDE!!!” Yeah. Rookie move.
Spam filters scan for trigger words like:
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Free
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Buy now
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Risk-free
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Make $$$
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Guaranteed
And it’s not just the words — it’s how you format them. Too many ALL CAPS, excessive punctuation (!!!), and overuse of bold or colored text can raise red flags.
Now, I try to keep it conversational. Like I’m writing to a friend. Because, honestly, that’s what works.
To dial it in, I always run my drafts through Mail-Tester.com. But I also pay close attention to how to write high-converting subject lines, which helps boost open rates without triggering spam filters.
3. Keep That List Clean (No, Really)
I used to be weirdly proud of my 5,000-subscriber list. Until I realized a chunk of them were fake addresses or hadn’t opened an email in 18 months.
High bounce rates and unengaged recipients tell email providers your stuff isn’t wanted — which can get you marked as spam even by legit people.
Here’s what I do now:
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Use double opt-in. It adds one extra step, but filters out bots and spam traps.
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Clean my list monthly. I use tools like EmailListVerify and ZeroBounce to remove bad emails.
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Remove the ghosts. If someone hasn’t opened anything in 90 days, they’re probably not coming back.
It sounds harsh, but a smaller, engaged list will always beat a bloated, inactive one. I also recommend segmenting your email list for better targeting so you’re not sending irrelevant emails to everyone.
4. Make It Stupid Easy to Unsubscribe
This one stung. A few years back, I got reported as spam by someone who actually liked my content — they just couldn’t figure out how to unsubscribe. Oof.
The rules are clear: put the unsubscribe link in plain sight, usually at the bottom of your email. And make it one click. No login. No “please tell us why.” Just… bye.
Bonus? People trust you more. And fewer complaints = fewer spam flags.
Whatever you do, don’t try to outsmart the system by hiding your unsubscribe link in tiny font or white text. That’s shady. And spam filters know what you’re up to.
A great trust-building move is encouraging customers to whitelist your emails. It improves deliverability and makes you look like the good guy.
5. Balance Your Text and Images (Seriously)
Ever gotten one of those emails that’s just one giant image with text on it? Yeah, spam filters hate those.
Emails should be:
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About 60% text, 40% images
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Have alt text on every image (this helps with accessibility too)
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Avoid using images as buttons — use actual HTML buttons with real text
Also, test your email before sending. I send a copy to my personal Gmail and Yahoo accounts just to see where it lands. Sometimes little tweaks (like shortening a subject line or rewording a CTA) can be the difference between inbox and oblivion.
If you’re sending visuals, be intentional — especially when you’re creating a monthly newsletter for your store, where layout and load speed can influence spam filtering too.
Final Thoughts
Avoiding spam filters isn’t about tricking the system, it’s about building trust.
Trust with your subscribers. Trust with inbox providers. Trust in your own brand.
Start by cleaning up your email habits: use a verified domain, keep your tone human, ditch the spammy words, and respect your readers’ space. These aren’t hacks, they’re best practices that just work.
Because nothing’s worse than writing the perfect email… and watching it disappear into the void.
Stick to these five principles, and you’ll stop fighting the spam filters and finally start landing where you belong: the inbox.
