Effective Strategies to Prevent Email Marking as Spam

Samuel Edwards
June 30, 2023

Having an email marked as spam will have a negative impact on your email deliverability, and more importantly – your credibility.

It is crucial to take the necessary steps to avoid reaching the spam box when it comes to sending your plan for newsletters, promotional emails, or other campaigns.

In this blog, we will explore how to understand why contacts opt for marking marketing emails as spam in the first place, along with various strategies you can put into practice perform in order to lower instances of being marked represented in junk mail folders online.

Understanding the Reasons

Why contacts mark emails as spam

Why contacts mark emails as spam


Perception of unsolicited or irrelevant content

When a contact marks an email as spam, they are indicating that the content of the message was not relevant or desired and they don’t want to receive it again. Sending emails with complete strangers on your list is seen as a "cold email," appearing uninvited and irrelevant.

Furthermore, people make assumptions about why you sent such an email in the first place - possibly suspecting phishing or attempted scams.

Be sure all contacts on your email lists have already exhibited some engagement before receiving promotional messages; wholesale blasting should be as targeted as you can make it for representing yourself and your business rightly.

Frequency of emails received

Over frequency of emails is one of the primary reasons contacts may mark the mail as spam.

These messages often take on a promotional or solicitation nature, which can end up feeling too aggressive and intrusive to contacts if they don’t have the chance to control how often they receive mailings.

When someone realizes the sheer number of emails filling their inbox is mostly directed from an organization they were only vaguely interested in signing up with—or thought entirely opted out—they are likely going to click straight onto ‘marking as spam’ instead.

Difficulty in unsubscribing or opting out

Easier way of unsubscribing


One main reason why emails may be marked as spam is the difficulty in unsubscribing or opting out.

If a subscriber is fed up with receiving too many emails within a short period of time, they'd resort to simply clicking on mark it as spam, which communicates their clear unwillingness to receive any kind of further updates from this sender.

If this happens, not only will other ones see your content immediately flagged and refused chipping slightly away into your sender’s reputation.

Additionally, considering personal privacy policies, companies have recently been viewed more cautiously about how the setup data management processes can interrelate with customers' intelligence.

Suspicion of phishing or scam attempts

Phishing emails


When contacts mark emails as spam, it is typically due to the perception that the email is unsolicited or irrelevant. It can also be triggered by an excessive number of emails causing recipients to disengage and hit the spam button.

To prevent this from occurring it's important for email marketers to give people options to choose how frequently they receive emails.

Along with channeling relevant and dynamic content, another element affecting whether an email will be marked as spam is addressed with distrust or suspicion of intentional malicious threats like phishing or scam attempts. This occurs when senders fail to authenticate their domain and appear unrecognizable from a sender name perspective.

Strategies to Avoid the Spam Button

Provide valuable and relevant content

Segmenting your email list

Providing valuable and relevant content is a crucial strategy for avoiding the spam button. Segmenting your email list is an important element of this strategy because it allows you to target messages more precisely according to demographic data and engagement scores.By taking the time to segment and place recipients into different lists based on particular interests or shared characteristics, messaging can be tailored with higher relevancy so contacts only receive information that relates back to their preferences.

This shows recipients they are not wasting their time; whatever they receive from you fits in well with what they're interested in.

Personalization and customization

Personalization and customization of content are essential for standing out in crowded inboxes. Emails should contain tailored messages that reflect a desired contact’s interest or align with past purchases surefire way to spark their attention. Additionally, specialized offers can be sent to various contacts based on profiles like loyalty meters, demographics collected during sign-up, etc.

This enables trust and encourages higher engagement rates which improve the overall reputation of the sender whose campaigns remain under rapport while performing better than emails with only generalized features.

Personalization not only stands out from traditional broadcasting channels but it has also been seen very positively by especially Gen Z customers in achieving email success.

Avoiding excessive promotion or sales pitches

In order to improve the chances of emails not getting marked as spam, marketing teams should be aware of and avoid providing excessive promotions or sales pitches in their emails. Sending out too many messages and “pitching” products will result in irritable recipients and higher levels of suspicion of the emails being sent.

Instead, focus the content on valuable information that is relevant to their needs such as useful tips, research findings, suggest resources or items that may interest them, fresh ideas based on current industry trends, and event invitations.

Including elements that can be considered educating rather than commercializing adds exceptional value to customers and could go a long way sometimes stirring apprehension instead of which clients have capabilities exist for opting them out from receiving such mail swiftly.

Manage email frequency

Setting clear expectations during signup

When setting expectations with your contact during the email subscription process, it is important to be clear about the information provided by subscribing and how often they will receive emails. This sets a precedent for remaining authentic in the messages that follow and builds trust with recipients who are members of your list.

Asking if people want to opt-in boosts engagement from followers as it guarantees reputation and transparency between them and you – showing up follow-up you make for people keep an engaged touchpoints list right off the bat.

Email can approve interaction when done carefully; let contacts take control too on how often they’d like to hear from you, such as daily, weekly, or wider gaps over high-frequency outreach.

Informing customers is better than a surprise add–in on their communications. This better sympathy increases who open opens the mailbox downwards the feature lane. People view frequent emails differently— give subscribes acceptable intent subsets by talking with them in created salutations on knowledgeable scope ways.

Simplify the unsubscribe process

Clear and prominent unsubscribe links

When sending emails it is important to provide an easy way for your contacts to unsubscribe. To do this, visibility and consistency of the location and wording of unsubscribe links are key. Consider adding an unsubscribe link near the top with plain language such as "unsubscribe" or "manage email preferences.

"You can also ensure that attendees of events receive only relevant emails by adjusting current calendars or opting for one-off campaigns.

Furthermore, unsubscribed contacts should be immediately suppressed so they no longer receive messages from you – not just removed in later editing cycles as this shows that you listen to their feedback.Finally, make sure all information regarding opt-out procedures is easily found on each page and compliant with global data protection standards like GDPR or CCPA.

User-friendly unsubscribe process

Once your emails reach potential customers it's vital to make sure the unsubscribe process is easy and sympathetic.

This maintains your brand image as customers demand unique treatment from companies that consider each customer's journey needs closely. Prospects should never have to search too hard for a ‘one click’ unsubscribe link, they can be found in every email either at the top or bottom of each mailing sent.

The process must ensure data privacy; personal data should only include material going with making unsubscribing, like an optional survey or social media sharing field left blank if desired.

Honoring unsubscribe requests promptly

It's of the utmost importance to honor unsubscribe requests promptly. Once a request for those emails to stop is received, senders must implement it immediately and not include the contact ever again on its list or carry out any sales communication attempts. It should also never be difficult to ask to opt out as this could lead to contacts feeling frustrated and that their preferences are not being listened to.

Taking steps to make sure to allow subscribers simplified access to prominent ‘unsubscribe’ links in all emails ensures compliance with anti-spam regulations and maximizes brand credibility by sending users only content they openly want even if it isn't often occasioned they expect it every time.

Building trust and credibility

Authenticating your email domain

Authenticating your email domain is an important element of building trust and credibility when it comes to preventing emails from being marked as spam.By authenticating your domain, you work to ensure the messages received by subscribers are indeed from you. Doing so prevents impersonal or malicious parties from masking themselves with a false sender status through protocols like SPF (Sender Policy Framework) and DKIM (DomainKey Identified Mail).

Through server verification processes and using DMARC (Domain-based Message Authentication Reporting & Conformance), you can better protect yourself against incoming phishing attacks, which in turn will help further establish yourself as a reputable, trustworthy sender in the eyes of both clients and ISPs.

Using a recognizable and consistent sender name

Using a recognizable and consistent sender name helps build trust with email subscribers and demonstrate the legitimacy of your message.

All emails sent from your domain should bear consistency in their “from” address displaying both name and fun or Company. Using obscure field names, random characters or numbers gives recipients the impression that the sender may be hiding their true intent which creates uncertainty about why they are receiving an email.

Additionally, using vaguely familiar names commonly seen in sample phishing scenarios will increase the possibility of landing under spam filters as well as increase mistrust abroad email contacts. Take an honest and transparent approach to deeply engage contacts by representing oneself when sending out messages instead of relying entirely on automation.


To remain credible and protect email deliverability to inboxes, it is important for businesses to avoid being marked as spam.

Key strategies to avoid labels of the proverbial spam button include providing valuable content via automated list segmenting and personalization, managing email frequency with recipient considerations like engagement metrics in mind, streamlining uniform unsubscribe links/processes always honoring unsubscribes promptly.

Additionally, maintain trust by authenticating your domain leveraging recognizable sender names upon implementation of relevant authentication protocols that also tie into regularly pruning unengaged contacts utilizing a double opt-in preceding contact entering an OSL or MPS ahead dispersal for maximum leverage whatsoever campaign one seeks runs arise onward.


Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.