Spam filters can be complicated, fuzzy and a challenge for legitimate marketers to maneuver through. Even the best marketer, with clear permissions, triple opt-in and a notarized document signed by the end user is not exempt from having emails hit these filters and land in the bulk folder or get quarantined. This is called a false-positive, where your legitimate email gets flagged as spam and placed in jail and never makes it to the inbox of the end user. Why does this happen and what can you do?
Let’s break down both of these questions on how these filters work and what you can do to avoid them as best as possible.
Marketers who send business-to-business emails are more susceptible to these spam filters as they are commonly used by corporations, schools and other businesses that don’t use Internet Service Providers (ISPs), such as Gmail and Yahoo. The major ISPs battle spam through more sophisticated anti-spam technology that are geared more toward user feedback (people clicking on the ‘this is spam’ button).
But for businesses that do have small (or non-existent) IT departments, commercial spam filters are their main line of defense against the massive amount of spam coming into their servers. These filters run on several levels, filtering mail before they hit the server, after the server and then again on an end user’s desktop. This creates three levels of defense for the end user and three levels of challenges for marketers.
Many of these spam filters are looking at the content of the email to make the decision of whether the email it is reviewing is spam or wanted email. As your email comes into to the filter, it is evaluated in many ways, such as words, phrases, links and image sizes and is assigned a score. The score is then evaluated against the threshold setting determined by the end user (i.e. low, med or high). If the score surpasses the threshold, the email is filtered into the spam folder.
The big question this poses to a marketer is “What words or phrases are having the most impact on the email’s overall score?” The developers of email filters do not share the heuristics of how they calculate their scores (and they are changing their calculation as spammer techniques change). Some products, such as Spam Assassin, do disclose some information that can be helpful in pinpointing trouble words/phrases. Also, the filter heuristics are constantly learning from each and every email to reduce the amount of unwanted email – AKA spam – that gets through. Another type of filter common with large ISPs, thus more typical in the B2C space, focuses on reputation by evaluating header information. These reputation-based filters evaluate a sender by user feedback provided via the 'this is spam' button. With reputation-based filters, the volume of spam complaints determines your reputation, and whether your future messages get delivered into the inbox, regardless of content.
Other filters, such as those used by many corporations, judge the purpose of a message so that anything sent to their employees that is not business-related will be filtered out as junk. Just like corporations blocking Facebook from employees, if they feel an email is not related to the business, it will be filtered out on those rules.
Finally, the last filter I call the 'buddy filter.' This is when the end user will add you to their contact list, bypassing all these filters and cannot be overridden by the filters or ISP. Obtaining this permission is golden to a marketer and something to communicate to end-users as often as possible to educate them on the benefits of adding you to their contact list. Now that you have a better idea how these filters work, here are some best practices to avoid getting a false positive:
- Do not send an all-image email. It may look beautiful, but not to spam filters. Review your image-to-text ratio in the email. Filters will assume that the image might be hiding something. Plus, if subscribers have images turned off, they won't see anything when they open the email.
- Avoid the classic spammy words like FREE, sex, BUY NOW, Viagra, ACT NOW, call now, apply now, great offer, buy one, join, etc.
- Avoid the overuse of common punctuations, such as exclamation points, dollar signs and question marks (!!!!, $$$$, ???).
- Do not leave your CAPS LOCK on too long! Having subject lines or words with a lot of capitalization will cause high spam scores.
- Keep subject lines simple and short. No one wants to read the entire offer in the subject line. Use your brand name to build positive points.
- Avoid links that land you on a page with just an image, which is considered suspect by filters. Make the landing page legit with text so you do not appear to be hiding anything.
- Do not send emails with attachments. Some filters cannot get into them to read. This is also a very common way for malicious viruses to spread and is always suspicious to filters.
- Make sure you are sending relevant email to people who have explicitly and deliberately opted in to your list. Creating complaints creates higher scores against you.