How to Avoid Spam Filters: 12 Tips from Snov.io

Summary

In this informative video, Kseniia from Snovio shares essential tips on avoiding spam filters for email marketing. Key points include using a dedicated IP, regularly checking IP reputation, setting up SPF, DKIM, and DMARC, warming up new email accounts, verifying email lists, creating separate accounts for cold outreach, ensuring HTML perfection, personalizing emails, avoiding spam trigger words, being cautious with attachments, and complying with email laws. The video also emphasizes the importance of monitoring bounce rates to maintain a healthy sender reputation.

Takeaways

• 🔒 Use a dedicated IP address to maintain control over your sender reputation and avoid the negative impact of shared IPs.
• 🔎 Regularly check your IP reputation using tools like Talos Intelligence, Sender Score, and RBL tracker to monitor and improve your standing.
• 🛡 Implement SPF, DKIM, and DMARC to protect your emails from hackers and ensure they don't end up in the Spam folder.
• 🔥 Warm-up new email accounts before launching large campaigns to establish a good sending pattern and avoid triggering spam filters.
• 📝 Verify your email lists to remove any abandoned, mistyped, or blocked emails, keeping your database clean and your campaigns effective.
• 📧 Create a separate email account for cold outreach to isolate campaign performance and protect your main domain's reputation.
• 💻 Ensure your HTML email code is flawless to avoid attracting spam filters and to improve deliverability.
• 👤 Personalize your emails to stand out from generic spam and increase engagement rates.
• 🚫 Avoid using spam trigger words that are commonly found in unsolicited emails and can lead to your messages being flagged.
• 📎 Be cautious with attachments; instead, use links to documents in trusted platforms like Google Drive to improve trustworthiness.
• 📚 Comply with email laws and regulations such as CAN-SPAM Act and GDPR to avoid legal issues and maintain good sender practices.
• 🔄 Monitor your bounce rate and maintain it under 2% by regularly cleaning your email lists to preserve your sender reputation.

Q & A

What is the main topic of the video by Kseniia from Snovio?

The main topic of the video is how to avoid spam filters in email marketing.

Why is it important to avoid using dynamic IPs when sending emails?

Dynamic IPs are shared among multiple users and can't be controlled for sender reputation, which increases the risk of being flagged as spam.

What is the solution to the issue with dynamic IPs mentioned in the video?

The solution is to use a dedicated IP address, which is unique to a specific hosting account and helps maintain IP health and reputation.

How often should one check their IP reputation according to the video?

It is recommended to check IP reputation every month using free apps like Talos Intelligence, Sender Score, and RBL tracker.

What are SPF, DKIM, and DMARC, and why are they important for email deliverability?

SPF, DKIM, and DMARC are email authentication protocols that help prevent email fraud and ensure deliverability by verifying the sender's identity and defining actions if emails fail authentication.

What is the significance of warming up new email accounts before large campaigns?

Warming up new email accounts helps establish a good sending reputation by gradually increasing the number of emails sent, which prevents triggering spam filters due to sudden high volumes.

Why should one avoid purchasing email lists according to the video?

Purchasing email lists can harm sender reputation and lead to landing in the Spam folder because these lists may contain abandoned, mistyped, or blocked emails.

What is the purpose of creating a separate email account for cold outreach?

Creating a separate email account for cold outreach allows for better control of sender reputation and campaign performance without risking the main domain's reputation.

How can personalizing emails help in avoiding spam filters?

Personalizing emails makes them less generic and more engaging, which helps avoid detection by spam filters and can lead to higher open, click-through, and reply rates.

Why should one be cautious with HTML in emails according to the video?

Badly coded HTML can attract spam filters' attention and may prevent emails from reaching the recipient's inbox, so it's important to ensure the HTML code is flawless.

What is the recommended approach to handling attachments in emails to avoid spam filters?

Instead of sending files as attachments, which can alert spam filters, it's better to include a link to the document uploaded to a trusted service like Google Drive.

What are some of the key regulations that email senders should be aware of according to the video?

Email senders should be aware of regulations like the CAN-SPAM Act and GDPR, which require compliance with certain rules such as including an unsubscribe link and having a clear sentence in the emails.

Why is monitoring the bounce rate important for email campaigns?

Monitoring the bounce rate is important because a high number of bounced emails can damage the sender's reputation, and it's recommended to keep the bounce rate under 2% by regularly cleaning email lists.

Outlines

00:00

🛡️ Avoiding Spam Filters: Best Practices

This paragraph introduces strategies to evade spam filters, emphasizing the impossibility of a 100% guarantee against being flagged. Key recommendations include avoiding dynamic IPs in favor of dedicated ones to maintain a healthy sender reputation, regularly checking IP reputation using tools like Talos Intelligence, Sender Score, and RBL tracker, and setting up SPF, DKIM, and DMARC for email authentication. Additionally, the paragraph advises on warming up new email accounts, verifying email lists, creating separate email accounts for cold outreach, ensuring HTML code quality, personalizing emails, and avoiding spam trigger words.

05:01

📝 Crafting Email Content to Bypass Spam Filters

The second paragraph focuses on the content of emails and how it can affect deliverability. It advises against using common spam trigger words and phrases, suggests using links to documents on Google Drive instead of attachments to avoid alerting spam filters, and stresses the importance of complying with email laws and regulations such as CAN-SPAM Act and GDPR. The paragraph also highlights the need to monitor bounce rates and keep them under 2% by maintaining clean email lists. It concludes with a reminder to watch more videos on the topic for further insights into reducing spam report rates and improving email marketing strategies.

Keywords

💡Spam Filters

Spam filters are email tools designed to automatically detect and sort unwanted emails into a 'spam' or 'junk' folder, preventing them from cluttering the user's inbox. In the video, the theme revolves around understanding and avoiding these filters to ensure legitimate emails reach the recipient's inbox. The script mentions that there is no 100% guarantee to bypass spam filters, but it provides tips to improve the chances of email deliverability.

💡Dynamic IPs

Dynamic IP addresses are those that can change and be shared among multiple users or devices, often provided by Internet Service Providers (ISPs). The script warns against using dynamic IPs for email sending because they can negatively impact a sender's reputation due to lack of control over who else might be using the same IP, potentially leading to a higher chance of being flagged as spam.

💡Dedicated IP Address

A dedicated IP address is a unique IP assigned to a specific hosting account, accessible only by the account owner. The video emphasizes the use of a dedicated IP to maintain and improve sender reputation, as it allows for better control over the IP's sending behavior and reputation, which is crucial for avoiding spam filters.

💡IP Reputation

IP reputation refers to the trustworthiness and legitimacy associated with an IP address, as perceived by email service providers and spam filters. The script suggests regularly checking IP reputation using tools like Talos Intelligence, Sender Score, and RBL tracker to ensure emails are not automatically flagged as spam.

💡SPF, DKIM, and DMARC

SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) are email authentication methods mentioned in the script. They help verify the legitimacy of an email sender and protect against email spoofing and phishing. Properly setting up these protocols can help prevent emails from being sent to the spam folder.

💡Email Warm-up

Email warm-up is the process of gradually introducing a new email account to sending activities to avoid triggering spam filters. The script advises starting with manual sends to known contacts to build engagement and then slowly increasing the volume of emails sent using automation, which helps in mimicking a natural sending pattern and improving deliverability.

💡Email Lists Verification

Verifying email lists involves checking the accuracy and validity of email addresses in a database to ensure they are active and reachable. The script strongly advises against purchasing email lists and emphasizes the importance of regularly cleaning and verifying email lists to maintain a good sender reputation and avoid the spam folder.

💡Cold Outreach

Cold outreach refers to the act of reaching out to potential customers or contacts who have not previously given permission to be contacted. The script suggests creating a separate email account for such outreach to isolate its impact on the main domain's reputation and to carefully manage the sender's reputation.

💡HTML Email

HTML emails are messages formatted using HTML code to include various design elements like images, colors, and fonts. The script warns that poorly coded HTML can attract spam filters, emphasizing the importance of impeccable HTML coding to ensure emails reach the recipient's inbox.

💡Personalization

Personalization in emails refers to tailoring the content to the recipient, making it appear more individualized and less like generic spam. The script highlights that personalizing emails can help avoid spam filters and improve engagement rates by adding a human touch to the communication.

💡Spam Trigger Words

Spam trigger words are specific phrases or terms that are commonly associated with spam emails and can cause an email to be flagged by spam filters. The script advises avoiding overuse of such words as 'free', '50% discount', and 'buy now', and provides a list of over 550 common trigger words to help avoid triggering spam filters.

💡Attachments

Attachments in emails refer to files included within the message, such as Word documents or PDFs. The script points out that attachments can alert spam filters due to their potential to carry malware, and recommends using links to documents hosted on trusted platforms like Google Drive instead.

💡Email Laws and Regulations

Email laws and regulations, such as the CAN-SPAM Act and GDPR, set rules for sending commercial emails, including requirements for an unsubscribe link and proper identification. The script stresses the importance of complying with these regulations to avoid legal issues and ensure emails are not marked as spam.

💡Bounce Rate

Bounce rate is the percentage of emails that are returned to the sender because they could not be delivered to the recipient's inbox. A high bounce rate can damage a sender's reputation. The script suggests keeping the bounce rate under 2% by regularly cleaning email lists to maintain good standing with email providers and spam filters.

Highlights

Avoid using dynamic IPs to prevent being flagged as a spammer due to uncontrollable sender reputation.

Use a dedicated IP address for better IP health and reputation management.

Regularly check your IP reputation monthly using free apps like Talos Intelligence, Sender Score, and RBL tracker.

Implement SPF, DKIM, and DMARC for email authentication and protection against hackers and spammers.

SPF is a DNS record for authorized IP addresses to send emails from your domain.

DKIM uses encryption to authenticate email senders and prevent mail server rejection.

DMARC defines actions if emails fail SPF and DKIM authentication steps.

Warm-up new email accounts before large campaigns to avoid spam filter suspicion.

Start with manual warm-up by sending emails to known contacts and asking for engagement.

Gradually increase email volume using automation after manual warm-up.

Avoid purchasing email lists as it can ruin sender reputation and trigger spam filters.

Always verify your email list before campaigns to maintain a clean database.

Use Snov.io Email Verifier to keep lists fresh and campaign-ready.

Create a separate email account for cold outreach to protect main domain reputation.

Ensure impeccable HTML code to avoid attracting spam filters and ensure email deliverability.

Personalize emails to increase engagement and avoid detection by spam filters.

Use custom email variables in Snovio Drip Campaigns for a more human touch.

Avoid spam trigger words in emails to prevent being flagged by spam filters.

Be cautious with email attachments as they can alert spam filters; use links instead.

Comply with email laws and regulations such as CAN-SPAM Act and GDPR to avoid legal issues.

Monitor your bounce rate and clean email lists regularly to maintain sender reputation.

Transcripts

Hi! Welcome to Snovio!

I am Kseniia and in this video we`ll talk about how to avoid spam filters.

In our previous video we've gotten to know what spam filters are and how they work.

If you haven't watched it yet, you`ll find the video in the top right corner

and in the video description.

Now that we know what we're dealing with, it’s time to learn how to deal with it.

Unfortunately, there is no way to 100% safeguard yourself from spam filters

but there are ways to make this meeting much more pleasant.

Here are some tips:

First, avoid using dynamic IPs

A dynamic IP can be used by two or more people simultaneously,

for example, while using the same ISP.

Some email and SMTP service providers also dedicate an IP address to a group of users.

The downside of this is that with the dynamic IPs

you can not control the IP’s sender reputation.

And, as you know, low sender reputation

means a higher chance to be flagged as a spammer.

The solution is to use a dedicated IP address.

A dedicated IP is a unique IP address associated with a specific hosting account

that only you have access to

which will make it easier to maintain IP health and reputation.

Check your IP reputation regularly

Make it a rule to check your IP reputation every month.

There are numerous free apps that will help you do that.

We recommend using Talos Intelligence,

Sender Score, and RBL tracker for more detailed reports.

Set up SPF, DKIM, and DMARC

SPF, DKIM, and DMARC are three protection steps that can save senders from hackers,

phishers, data capture, and help avoid the recipients’ Spam folder.

Sender Policy Framework, or SPF

is a special DNS record that contains all IP addresses

that you can send emails from your domain.

Domain Keys Identified Mail, or DKIM is an authentication mechanism

that uses encryption keys that prove that you are the sender.

If you don’t set up the DKIM, many mail servers will simply decline your emails.

Domain-based Message Authentication Reporting and Conformance, or DMARC

is a protocol that defines what to do

if your email hasn’t passed the first two authentication steps (SPF and DKIM).

Warm-up new email accounts before starting large campaigns

Warming up an email account before starting an outreach is a must,

especially if you are going to send large number of emails.

Remember: spam filters check how many emails are sent from the account,

its sending frequency, engagement and reaction to your emails.

Start with a manual warm up first -

manually send emails to the people you know

and ask them to engage by opening them, clicking on links and replying.

Then, continue sending in small batches

using automation, gradually increasing the number of emails per day

You will find more info on the perfect warm-up strategy

in the video in the top right corner

And we`ll also add the link to it in the video description.

Verify your email lists

First and foremost, we strongly advise against purchasing email lists.

This is the fastest way to ruin your sender reputation and land in the Spam folder.

Secondly, regardless of how you collected the email list,

always verify it before starting your campaign,

even if you’ve verified it before.

Emails get abandoned, mistyped, or blocked every day,

so make it a routine to clean your database regularly.

Snov.io Email Verifier is a great choice for keeping your lists fresh

and ready for any campaign.

Create a separate email account for cold outreach

When sending cold outreach, you need to be 100% sure of your sender reputation.

And it’s quite a task

when the whole company is using the same domain name and IP.

That is why many companies create a separate domain

and sender account for cold campaigns.

This gives you the opportunity to control your sender reputation,

easily monitor your campaign performance,

and not worry about ruining your main domain’s reputation

in case something goes wrong.

Be careful with HTML

Make sure that your code is impeccable

Badly coded HTML emails

containing broken or incomplete tags will attract spam filters’ attention

and may even become the reason your email won’t reach the recipient's Inbox.

So put the time into making your HTML template perfect, or don’t use it at all.

Personalize your emails

Spam emails usually look the same and lack individual approach.

Such emails are quickly detected and blocked by the spam filters.

Personalizing your messages helps avoid this,

and, what’s even better, leads to a higher engagement.

With Snovio Drip Campaigns you can add custom email variables that will add a

human touch to your emails and improve your open, click-through, reply rate,

and even conversions.

Avoid spam trigger words

Spam filters analyze every detail, and that includes the language.

Don't overuse such words and phrases like free, 50% discount, buy now

as they are persistently common in spam emails and may trigger spam filters.

There are hundreds of spam trigger words out there,

and you can find and download a list of over 550 of the most common ones

via the link in the video description below.

Go easy on attachments

Email size plays an essential role in email deliverability.

Attachments like Word documents and PDFs instantly alert spam filters.

Instead of sending your file as an attachment,

includе a link to your document uploaded to your Google Drive.

Files uploaded to Google Drive

are automatically scanned for viruses and look trustworthy to both

the ESPs and the recipients.

Comply with email laws and regulations

For example, under the CAN-SPAM Act,

which is one of the major regulations alongside GDPR,

every sender should follow certain rules, for example,

their emails must contain an unsubscribe link and have at least one sentence.

However, there are many countries that have developed their own laws

that your may have to comply with.

Research them beforehand or risk landing in the spam folder or worse, being fined.

Monitor your bounce rate

Bounces are the emails that couldn’t reach your recipients` inboxes.

The larger the number of bounced emails,

the bigger the damage to your sender reputation.

The perfect bounce rate is of course 0,

but it’s only possible if you sent 0 emails,

so try to keep it under 2% by regularly cleaning your email lists.

Hope these tips will help you craft emails that will be liked by both

your recipients and spam filters.

Make sure you check more of our videos on what spam filters are

and how to reduce your spam report rate.

As always, like, subscribe

and hit the notification button for more of our marketing and sales tips.

See you!