When it comes to email deliverability, content matters just as much as technology. Crafting emails that bypass spam filters can be challenging, especially with the variety of words, phrases, and formatting choices that can trigger spam flags. For marketers using platforms like Marketo, understanding and avoiding these spam triggers is essential for high deliverability.

This post will guide you through common spam triggers and provide best practices to ensure your emails are crafted to reach the inbox, not the junk folder.

Understanding Spam Triggers in Email Content

Spam filters are highly sensitive to specific content features. Here’s what they’re on the lookout for:

• Spammy Language: Words like “free,” “guaranteed,” and “exclusive” are common red flags.
• Excessive Punctuation and Symbols: Too many exclamation marks (!!!), dollar signs ($$$), or all caps can trip spam filters.
• Unbalanced Image-to-Text Ratios: Emails with a high image-to-text ratio or large, singular images are often flagged.

Avoid Overused Spam Trigger Words

Carefully edit your email copy to avoid commonly flagged words and phrases.

• Avoid “Free,” “Act Now,” “Limited Time Offer”: These phrases often trigger spam filters.
• Experiment with Creative Wording: Use engaging alternatives that still create urgency without being flagged.

Maintain a Healthy Image-to-Text Ratio

Aim for an 80% text to 20% image ratio. This balance helps ensure that your email is seen as informative rather than promotional.

• Alternative Text for Images: Always include alt text for images to provide context in case they’re blocked.
• Engage with More Text: Rely on well-crafted text to convey your message instead of relying heavily on images.

Use Previews and Testing

Take advantage of tools like Marketo’s Email Deliverability feature to preview and test emails for spam triggers.

• Run Test Campaigns: Send tests to a small sample before large distributions to see if any spam issues arise.
• Adjust Based on Feedback: Use the test results to modify your content as needed.

Best Practices to Stay Clear of Spam Filters

Keeping your emails spam-free requires a combination of good content practices and strategic formatting:

• Personalize Subject Lines: Include recipient names or specific details to show that the email is tailored.
• Encourage Whitelisting: Ask subscribers to whitelist your email domain to improve inbox placement.
• Use High-Quality Content: Focus on providing genuine value rather than promotional content to build trust.

The Leadous Approach

At Leadous, we specialize in helping clients optimize email content for deliverability. By leveraging best practices and thorough testing, we ensure that each email resonates with the audience while maintaining high deliverability rates. With Leadous as your partner, you can expect expert guidance on crafting content that reaches the inbox and drives engagement.

Conclusion

By avoiding spam triggers and adopting best practices, you can improve your chances of delivering emails that reach your audience’s inbox. Whether you’re new to email marketing or experienced in Marketo, Leadous is here to help you navigate the complexities of deliverability.