Some Do’s and Don’ts to Reduce Spam Rates

Whether is the ISP, ESP or the email marketer, everyone hates the word ‘spam’.  Since the advent of email marketing, spam has been a severe headache for email marketers. Due to some customers, even honest email marketing campaigns, land in the trash can and are lost in the crowd. Therefore, it is essential to reduce the spam rates, because a lot is at stake. You can improve the deliverability, sender’s reputation and build long term relations with the intended target audience.


Here are some do’s and don’ts to prevent email spam and ensure success in the marketing campaign.


1. Avoid using words which trigger the ISP. Words such as guaranteed, free, complimentary, etc. should be avoided as far as possible.

2. Using bold colors such as red will lead to the email being marked spam by the ISP. Additionally, you should not use capital letters in the subject line. It is not in accordance with the email marketing bible.

3. Use of descriptive symbols, especially currency symbols should be minimal. Overdoing the currency symbols will surely land you in deep trouble. Symbols are expressive, but the choice of symbol is equally important. Therefore, think twice before choosing a symbol.

4. Few marketers, cleverly use FWD or RE in the subject line to fool the customers into thinking that the mail is a continuation of a previous mail. Customers trust you and that is reason for signing up for the email marketing newsletter. Playing unethical tricks with the esteemed customers will deteriorate the sender’s reputation beyond repair.

5. The body of the newsletters should be in-line with the subject line. Deceptive subject lines are hated the most by the customers.


1. Use verify email regularly to clean the mailing list and ensure inactive and dormant customers are removed. Once the mailing list is cleaned, the spam rates will automatically reduce and you will see a surge in the deliverability rates.

2. Use of email address verification will provide you the desired start.

3. Send emails with a maximum size of 30kb and avoid unnecessary images and content.