Beat the Spam Filters Follow

It is important that when designing your email, you take into consideration what will give your email the best chance of being delivered to the recipients inbox. It is therefore essential that you do everything you can in your email design to avoid having the email blocked by the recipients spam filter.

Some components of email design can increase the likelihood of your email being caught in a spam filter:

Sloppy or incorrect HTML coding: This can be things such as bringing messy code into your email from an external source whilst copy and pasting, and not closing your tags in HTML properly. The recipients spam filter will be on the look out for messy coding, as they know that spam emails usually have sloppy coding.

A large amount of images: If you have a very large image to text ratio in your message, spam filters may block your delivery. Try to use at least a 50:50 ratio of text and images (if you can use more text, that is even better).

Not providing a real physical location: In your email (usually in the footer), make sure you have your business address or details of where the recipient can reach you by mail (e.g. a P.O. box). This provides the client with an area they can reach you, and spammers don’t usually provide an address in their emails - they will be unreachable.

Using spammy phrases or content: Some examples from SpamAssassin of some criteria that will earn you spam points for your emails are:

  • Talks about lots of money (.193 points)
  • Describes some sort of breakthrough (.232 points)
  • Looks like mortgage pitch (.297 points)
  • Contains urgent matter (.288 points)
  • Money back guarantee (2.051 points)


If you want to ensure that your email is completely spam compliant, we recommend reading the most recent Spam Act for your region. The Spam Acts will contain information around providing unsubscribe facilities and using misleading subject lines.

We recommend always completing a spam check on your emails prior to sending. You can access a free spam check by previewing your message, and then clicking the ‘Spam Check’ button in the top right corner of the preview window.

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