Spam filter issues are notoriously complex and difficult to pinpoint. That said, we do periodically test email deliverability and monitor for systemic issues with our messages being flagged as spam (e.g. a black-listed IP sender address or similar) – and will address any that arise. There are many factors that determine whether a message gets flagged, many of them beyond our control. And with legitimate opt-in emails, the ‘spam’ demarcation is most often related to the recipient’s email client and use patterns.

A certain percentage of emails (around 15 percent of all opt-in marketing emails) will inevitably end up in spam filters, even if you’ve done everything “by the book”. And because all spam filters are different, there’s no surefire way to ensure that your emails don’t get caught up in them.

Sometimes a deliverability issue can be identified more locally, like in the settings and content of the emails you’re sending. Under these circumstances, it’s worthwhile to ensure that you’re following bulk email best practices.

When editing email content:

  • Avoid exclamation points
  • Don’t write in all caps
  • Avoid red or green fonts
  • Don’t include large images or a large number of images
  • Maintain a text-to-image ratio of two lines of text for every image included
  • Keep any HTML formatting neat and minimal.

Services like Gmail may also begin filtering out drip campaign emails if you are regularly sending yourself a high volume of ‘test’ emails.

Please contact us if you are experiencing issues with spam filtering. We will investigate any reports of spam activity to ensure the best possible performance for all of our customers.