Email Marketing: Preventing Campaigns from Being Marked as Spam
4 min read
If a recipient is not interested in your content or did not give express consent to receive your emails, they are likely to flag your campaign as spam. Having too many spam complaints can negatively affect your sender reputation. The best way to avoid spam complaints is by following email marketing best practices.
In this article:
- What are spam complaints?
- What are spam traps?
- About the Gmail spam filter
- How to avoid spam complaints
- Frequently asked questions (FAQs)
What are spam complaints?
Spam complaints occur when email recipients report unwanted emails. Most email providers (like Gmail or Yahoo) have a button to report spam. A small number of complaints is normal, but excessive complaints can harm your email deliverability. Too many complaints may cause your emails to be filtered into spam folders, hurting your reach.
Tip:
Learn more about how it can affect your email deliverability.
What are spam traps?
Spam traps are fake or inactive email addresses used by Internet Service Providers (ISPs) and anti-spam groups to catch marketers who don't follow email rules (e.g. buying email lists or sending unsolicited emails).
Click below to learn more about the 3 main types of spam traps.
Pristine spam traps
Recycled or expired email addresses
Typos
Important:
Wix doesn't allow the use of illegitimate mailing lists. If a spam trap detects you're using one, your Wix Email Marketing account will be restricted. Purchased lists violate Wix's Terms of Use and Best Practices.
About the Gmail Spam Filter
Gmail’s spam filter is key in deciding which emails get through. Since many of your subscribers likely use Gmail, it’s important to understand what their filter looks for when flagging spam.
Here are some of the factors Gmail uses to decide if emails are legitimate:
- If the sender's email address or domain name has been blacklisted before.
- Suspicious phrases and words (i.e. "how to make money online fast").
- Spelling mistakes and bad grammar.
- Corrupted or misconfigured email headers.
- Suspicious email attachments (Google recommends sharing files as links using cloud storage services).
Tip:
Learn more about the Gmail spam filter.
How to Avoid Spam Complaints
If you know your audience and only send content to subscribers, you'll likely avoid spam complaints. Following email marketing best practices is the best way to prevent being marked as spam.
Click below to learn more.
Create engaging email content
Only email your subscribers
Develop good frequency practices
FAQs
Click to learn more.
What is a good spam complaint percentage?
What happens if an email campaign is sent to a spam trap?
How can I improve my email deliverability?
How can I avoid spam traps?
Can I use purchased email lists?
How can I report a site I think is spam?
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