How to Write Emails That Don’t Land in Spam

After a long thinking and working you wrote a perfect email, by pouring your heart into it, and hit send. You wait... and wait... but no replies. You are confused about what happened? Turns out, to be your email took a detour and went straight into the spam folder, never to be seen again.

Guess what you’re not alone. Many emails are flagged as spam just because they mistakenly lead spam filters to activate. Don't worry, though! We'll learn today how to write emails that are both professional and interesting while avoiding spam triggers.

Steps To Avoid Spam and To Improve your Email

1. Beware of Spam Trigger Words (They’re Sneakier Than You Think!)

Spam filters love catching certain words that scream "scam" or "too good to be true." Words like free, winner, guaranteed, or limited-time offer can send your email straight to spam. So, avoid these kinds of words in your email.

🚫Example: “Congratulations! You’ve won a FREE vacation!”

✅ Better: “Here’s an exclusive offer just for you!”

2. Which Is Better, HTML or Plain Text Emails?

Ever received an email that looks like a flashy webpage? While HTML emails are great for branding, they can sometimes increase your spam score (yes, that’s a thing!).

✉️ Pro Tip:

• If you must use HTML, don't over style it; instead, make it simple.

• A plain-text version of your email should always be included to enhance CAN-SPAM compliance.

3. Image-to-Text Ratio – Don’t Let Images Ruin Your Email

Some marketers rely too much on images, but did you know a high image-to-text ratio can trigger spam filters? Since filters can’t read images, they assume you’re hiding something shady.

✅ Best Practice: Aim for at least 80% text and 20% images in your emails.

🚫 Bad Example: A single image with minimal text.

✅ Good Example: A mix of engaging text and relevant visuals.

4. The Hidden Dangers of Link Shortening

We all love neat, short links. But spam filters? Not so much!

Link Shortening Risks:

• Spammers use shortened URLs to hide malicious links.

• Recipients may hesitate to click if they can’t see the destination.

✅ Solution: Use full URLs or branded shorteners like Bit.ly with a custom alias.

5. Email Footer Best Practices – Your Digital Business Card

Your email footer isn’t just for decoration—it’s essential for GDPR compliance and CAN-SPAM compliance. Missing a proper footer can make your email look suspicious.

What to Include in Your Footer:

• Your business name & address

• Unsubscribe link (it’s a legal must!)

• Contact information

💡 Example: “© 2025 Your Company | 123 Business St, NY | Unsubscribe”

6. Test Before You Send – Use Spam Score Testers

Before sending an email, wouldn't it be wonderful to see if it will wind up in spam? Yes, you can!

Use Spam Score Testers Like:

• Mail-Tester

• GlockApps

• SpamAssassin

These tools analyze your email and suggest improvements to lower your spam score.

Conclusion

Avoiding spam filters isn’t about removing all marketing tactics—it’s about writing emails with the right balance of authenticity and professionalism. Keep your emails clear, relevant, and CAN-SPAM & GDPR compliant while avoiding spam trigger words and formatting mistakes.

As email marketing expert Ann Handley says: 

“Make your emails so valuable that people would miss them if they didn’t arrive.”

And ensure you avoid unnecessary attachments that can trigger spam filters, test your emails before sending them, and use a professional yet approachable tone.

You may improve your email strategy and raise deliverability rates by being aware of how spam filters operate.

Put more effort into earning your audience's trust than preventing spam. Engaging content, distinct value propositions, and customized subject lines can all have a big impact on open rates. To get the best results, keep testing and evaluating how well your emails are performing.

Ultimately, effective email marketing combines strategy, compliance, and innovation. 

Make sure you remain adaptable and refine your approach most importantly only send emails that people actually want to read.

FAQ

How can I determine whether my email will end up in spam?

Use spam score testers like Mail-Tester or GlockApps before sending.

Does using emojis affect spam filters?

Yes! Try avoiding using too many emojis like this 📢 🚀 😍 which can make your email look spammy. Use them sparingly.

Can too many links trigger spam filters?

Absolutely! Avoid stuffing emails with too many links and never use link shortening for untrusted URLs.

Should I always use plain text emails?

Not necessarily. HTML emails are fine if designed properly but always include a plain-text version.

Is an unsubscribe link really necessary?

Yes! CAN-SPAM compliance requires it, and without it, your emails will likely go to spam.