comments @ Email Marketing, Email Marketing Campaigns

How to send bulk emails without getting blacklisted

Last Update:

how to avoid being blacklisted

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

The Return Path Deliverability Benchmark Report based on the analysis of 2 billion promotional email messages runs that “globally, one in five message does not reach the inbox” and shows that 6% of all sent emails were delivered into junk folder.

return path deliverability benchmark report

It’s a rather great percent, isn’t it? Yeah, the spam filters are not absolutely accurate and even valid newsletters can go to spam. Here we are going to tell you some tips how to send bulk emails without spamming.

Reasons why your emails going to spam and how to avoid this

  1. You haven’t got a permission to send newsletters to your clients
    Advice: 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
    AdviceNever send spammy 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 inbox always.
    The one more reason of 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, because they monitor and control IP addresses their clients use.
  5. There isn’t an unsubscribe link in your email message
    Advice: Create and place a noticeable unsubscribe link.

    Add unsubscribe link with the Atomic Mail Sender

    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 newsletter than mark it as spam.

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

    Create 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.

  6. You’re using untrustworthy links
    Advice: Never use a generic short URL (like in your newsletters, as they’re renowned for being associated with spam. Email clients will often filter out and block any emails or newsletters 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 a professional ready-made templates or a special html coder. Some of email service providers have WYSIWYG editor that helps user to make an email template himself.
  9. Email content contains spam words
    Advice: Avoid ALL CAPSLOCK and too much 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 message for spam before sending. Such kind of check is made with the help of Spam Assassin tools and shows you the total spam score.

    Spam test with the Atomic Mail Sender

    Run the test and check whether your email will pass the spam filter

    Moreover, you can see the list of mistakes you’ve done while preparing the email campaign, and the advices how to improve email message.

  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 inbox folder, check if images display correctly in different browsers and on mobile phone.
    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 for people.

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

Conclusion. How to prevent email blacklisting

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 efforts to stop spam messages… There are even issues you, as a sender, cannot influence to… Just develop your own email marketing tactics…

  • 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.

Exclude the possibility for an email provider to think you send spam and enjoy your inbox campaign!

5 (100%) 2 votes
Written by: Daria Ivanishina