How to Spam Proof Your Email Marketing Campaign – An Email Marketer’s Take

By Kevin George

Just because you hit the “SEND” button does not mean the people on your email list will receive your messages. In fact, even if they have opted in to receive messages from you, studies have shown that for every five opt-in messages sent, at least one does not make it to people’s inboxes. You certainly would not that to be your message.

Look through your own spam folder.

What do you see? Chances are that emails from brands you have subscribed to are also sitting in your spam folder unread. If this happens to be the case, email marketing will be futile for your company despite being such a powerful marketing channel.

The ability to land emails in the subscriber’s inbox is known as email deliverability and when it fails, your email lands in the spam folder or gets blocked by the Internet Service Provider in the worst cases. Deliverability is one of the most important success metrics in the email marketing fraternity as it specifically tracks the number of email messages that get delivered into your subscribers’ inbox folder. If you have a bad deliverability rate, it would not matter how awesome your email copy and design are. So, the only way to get the desired opens and conversions from your emails is to ensure good deliverability.

What is email sender reputation?

Sender reputation is the score assigned by an Internet Service Provider to a company that actively carries out email marketing. Sending reputation includes a set of specific metrics that are associated with email sending practices. Needless to say, it means that senders with good reputation get their emails delivered while those with poor reputation get their emails blocked or the communication ends up in the junk folder rather than the inbox.

In case you are not abreast on your email deliverability, it is quite likely that your IP address or domain gets blacklisted. Once you are on this list, it can have dire effects like increase in rejections and bounces which means that your email will be reaching lesser inboxes than before.

What can hamper your email deliverability?

Other than email sender reputation, several factors related to email design as well as marketing practices can damage your email deliverability as enlisted below.

  1. Employing single opt-in method
  2. Using a free domain email address
  3. Deploying the email campaigns without custom authentication
  4. Missing out on the Unsubscribe button
  5. Adding URL shorteners
  6. Not maintaining the text-to-image ratio
  7. Drafting subject lines that triggers spam filters

While there are numerous blacklists on the Internet, we have enlisted the five blacklists that you should avoid, no matter what.


Spamhaus keeps a track of all senders and includes all those IP addresses with poor sending domain. It posts the lists publicly, so you should be watchful about this blacklist.


Over 200000 ISPs and corporations all over the world use SORBS blacklist. It uses partner spam reports and spam traps to recognize malicious senders.


Any company that is sending out unsolicited bulk or commercial emails will be caught by SPAMCOP and reported as spam.

4. SenderScore

SenderScore is Return Path’s sender reputation system …read more

Read more here:: B2CMarketingInsider

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