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Avoiding the Spam Filters

Spam filter companies do not advertise what their exact parameters are, and they update them constantly to respond to the new tactics used by email marketers. But here are some general good practices and things to avoid, to keep your email in recipients' mailboxes and out of the spamfilters.

How Spam Filters Work

Spam filters consider a variety of things when judging whether your email is spam or not. The filter program adds up a "score" for each aspect of your email that it considers to be a spam characteristic - the higher score, the more likely that your email will hit the filter and never make it to the recipient. And since individual server admins can tweak what they feel to be a "failing" score, there's no consistent threshold to aim for except "lowest possible score."

What about emojis and hashtags?

The jury is still out on whether emojis and hashtags catch in spam filters or not. Spam filtering companies don't advertise their algorithms, and they are constantly updating them.

One thing is certain - if having a hashtag in the subject is likely to not appeal to your recipients, it increases the chance that they will ignore your email, or mark it as junk or spam manually. Know your audience!


Things to Avoid

Here are a list of things that will help you avoid landing in the spam zone:

You should always check your email through the Virtual Inbox test to see if it passes spam filter checks, and if not, correct what you can before sending it out.