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How to send bulk emails without getting blacklisted

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send bulk emails

Spam filters toughen the requirements for filtering SPAM. And this is the main reason why it is more and more difficult for email marketers to avoid their campaigns being blacklisted. That is why you can see the low open rates in your email campaign statistics – some email newsletters were flagged by spam filters.

According to the Dataprot statistics, only 85% of all marketing emails sent worldwide bypass the spam filters. So, 15% of them never reach the Inbox folder.
It’s a rather great percent, isn’t it? Yeah, the spam filters are not absolutely accurate and even valid emails can go to spam. Here we are going to tell you some tips on how to send bulk emails without spamming.

Reasons why your emails going to spam and ​how to send bulk email without getting blacklisted

  1. You haven’t got a permission to send mass emails to your clients
    Advice: ​For avoiding spam filters while bulk email sending pay much attention to subscriber engagement. Your email marketing should be a permission-based marketing. Place the opt-in form to your website to get the clients consent before sending them any email.
  2. Your mailing list contains bad email addresses
    Advice: Verify the mailing list regularly to detect and delete nonexistent and invalid emails with the help of Email Verification Services. Otherwise, here is the risk for your domain or IP address to be penalized by your email service provider.
  3. You have low open rate and you are not the sender to trust
    Advice: Never send spammy email newsletters. Ask subscribers to add your address to their contact lists. Almost every ESP has a list of approved senders. When your email messages are read, when people show that they trust you as a sender you have a chance to go into the inbox.
    The one more reason for the low open rate may be the rare and irregular sending campaigns. If so, subscribers can just forget you, your company, the reason they’ve subscribed and mark email as spam. Work out a marketing strategy and keep up the sending plan.
  4. Your IP address is blacklisted because it was used for spamming (even if it wasn’t you who sent spam)
    Advice: Choose a reputable email service provider for ​sending out bulk emails. Because spam filters usually monitor and control IP addresses their clients use. So, ​mass mailing provider should be trustworthy. If a ​bulk email service is credible Gmail and other email providers won’t ever consider your emails to be spam.
  5. There isn’t an unsubscribe link in your email message
    Advice: Create and place a noticeable unsubscribe link. And immediately ​stop bulk mailings to the persons who don’t want to receive your messages.

    Add unsubscribe link

    Add unsubscribe link into your newsletters with the Atomic Mail Sender in two clicks
    Make a clear way to unsubscribe in one or two clicks. Do not be afraid of losing readers – it’s better for your sender reputation if they opt out of the email campaign than mark it as spam.

    Are you interested in the reasons they unsubscribe? Create a special unsubscribe page.

    unsubscribe page

    Source: J.Crew

    Such kind of page includes a form the client fill in with the explanation of why he decided to leave and unsubscribe. Moreover, the unsubscribe link absence at once indicates the email as a spammy one. Adding it helps a sender to improve the campaigns and decrease the number of unsubscribers.

  6. You’re using untrustworthy links
    Advice: Never use a generic short URL (like in your mass mailing, as they’re renowned for being associated with spam. Email clients will often filter out and block any emails containing these types of links because they could be masking malicious content, and the chances of the domains being blacklisted are very high. Instead, you should consider using a branded URL shortener that enables you to create links with a custom domain that you own (like, meaning your links aren’t at risk of being blocked and your newsletter deliverability rate will skyrocket.
  7. Your email is all one big image
    Advice: Create an HTML template that includes both types of contents – text and images. Do not use large background images. Spam filters easily detect image-based newsletters and ‘kill them with no regret’.
  8. Email message template contains bad HTML code
    Advice: Use professional ready-made templates or a special HTML coder. Some email service providers have a WYSIWYG editor that helps users to make an email template themselves.
  9. Email content contains spam words
    Advice: Avoid ALL CAPSLOCK and too many colored fonts; do not use spam-like text. You can analyze your own spam folder, find out the mistakes and avoid them in your campaigns. There is software that allows checking email messages for spam before sending. Such a check is made with the help of Spam Assassin tool that will help you launch ​email marketing campaigns without spam words and other risky elements.

    check email for spam

    Run the test and check whether your email will pass the spam filter
    Moreover, you can see the list of mistakes you’ve made while preparing the email campaign, and the advice on how to improve email messages.

  10. You do not test emails before sending
    Advice: Send spam email test! We recommend you to create accounts on different email services like Gmail, Hotmail, Yahoo, etc., and send the email message to them first. Check if the message goes to the inbox folder, check if images display correctly in different browsers and on mobile phones.
    Prepare a web-version of your email if necessary.
  11. You send boring newsletters
    Advice: Take care of your subscribers. Offer them only valuable and relevant content. Try yourself with re-engaging the inactive readers. Make a marketing plan, mind the holidays and events, personal birthdays (if you collect such information). Be interesting to people in gmail.

    For example, read these Halloween email ideas: Grab your treats with the spooky newsletter!


What is ​mass mailing meaning?

This is sending promotional or content email newsletters to the thousands of recipients.

How many emails can you send before being considered spam?

If a person doesn’t read your newsletters, spam filters will suspect that this is spam if there are more than three unopened emails.

How to send thousands of emails without getting blacklisted?

Stick to the following rules:

  • Get new addresses for mailings with the help of an opt-in form on your website.
  • Verify emails before launching campaigns.
  • Delete bounce addresses.
  • Create the text for email without spam words.
  • Insert an opt-out link and don’t send the newsletters to those who don’t want to receive them.

How to send bulk email without spamming?

For your newsletters not to look like spam create it taking into account these tips on ​how to send bulk emails without spamming:

  • Avoid spam words.
  • Keep the balance between images and text.
  • Use only hyperlinks, not just links not connected to text.
  • Keep the address list clean and relevant.
  • Use email tracking tool for deep analysis & insights.

How to send mass emails without showing addresses

If you use services such as Gmail, Outlook, Zoho Mail, Yahoo Mail, you may face one and the same problem. To send a letter to a large number of people, it’s needed to fill in the “To” line with all the address fields that you send your newsletter to. This way, each recipient will see a list of all the rest of the recipients. That’s why it’s necessary to know how to send mass emails without showing addresses emerges.

To use variables is a way out.
Make your newsletters individual for each subscriber using variables even during email bulk sending! Variables include personal information about your customers, which you may apply in your campaigns to the fullest. Find out more about it

You may also use proxy servers and send letters from the fake sender’s address. But we don’t recommend using such a strategy. It is always used for bulk spamming. So, such mass mail campaigns are often blacklisted for spam.

Also, feel free to discover your postmaster manuals. They often contain useful information on
how to avoid blacklisting email. Thus, to hide the names and addresses of people on your personal distribution list, your postmaster may offer to apply the Bcc field.

If for example, you’re using Outlook, then to enable the ‘Bcc’ field. From the HOME tab in Outlook, click on the New Email button to start making greatmail texts.

Click on the OPTIONS tab.
Click on the Bcc button. This will show the BCC text field under the Cc field in your message.
In open message, the Message Options or Options tab, in the Fields or Show Fields group, click Show Bcc or Bcc Field and you’ll:

  • Hide the mailing list in Bcc field
  • In open message, add your address in the “To” field.
  • In the Bcc field, add a mailing list.
  • Enter your message and click Send.

For detailed information on creating a contact group or distribution list, check out the Create a Contact Group or Distribution List group in Outlook or in a similar postmaster you use in your mailings.

Conclusion: How to avoid blacklisting email

Unfortunately, there is no guarantee that your email will never go into the spam folder after you follow all these steps. Anti-spam battle never ends… Spam filters criteria changes from day to day… ISPs as well as ESPs apply a lot of effort to stop spam messages… There are even issues you, as a sender, cannot influence to… Just develop your own email marketing tactics…

  • Apply email finder to search for high quality contacts;
  • Send emails you’d love to get and protect your good sender reputation;
  • Keep clean mailing lists and delete bounces;
  • Avoid spam trigger words and pay attention to technical issues.

Keep in mind that email marketing is more than just sending out promotional emails; it is a channel for communicating with customers. At its core, creating newsletters is close to content marketing, the goal of which is to provide the reader with useful information only. But by subscribing to receiving emails, the reader is showing an interest in your product or service, so it is important to find a reasonable balance between advertising and the benefits to the reader. That’s why always be curious about how to avoid being blacklisted for spam to make your communication flawless.

Exclude the possibility for an email provider to think you send spam and enjoy your inbox campaigns with Atomic Mail Sender! Download the program and test it for free for 7 days!

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Written by: Daria Ivanishina