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How to keep important messages out of the spam folder in email

How to keep important messages out of the spam folder in email

Spam folder in email receiving important messages is a sign of business damage.

No matter how well your anti-spam filters are set up, there is always the possibility of emails being forwarded the wrong way.

This is because the algorithms are not perfect. That’s why it’s wise to check your spam folder in email periodically, to avoid losing any important messages. After all, who hasn’t looked there?

However, this system of checking “by eye” whether there are messages of value in the spam box is also flawed. But there are ways of enabling the anti-spam filter to be more assertive.

That’s what we’ll see next!

Configuring the spam filter

All ISPs have a settings section, and this is where you can add specific rules for forwarding important emails so that they don’t end up in the spam folder in email.

You can customize the rules so that the filter is active for certain words in the subject line, or for specific domains. There is also the option of identifying relevant messages that have been mistakenly labeled as spam.

The filter works according to the rules you set. Below is a short guide to getting the settings right for the most popular providers.

  • Gmail: when you open a message, click on the three dots on the right and choose “filter messages like this”. Find the “From” and type in the domain. In this way, you are creating a rule to filter all emails sent by the domain you entered into the inbox.
  • Outlook: when you open the “Home” tab, click on “Rules”. Outlook will display suggested rules based on the most recent message, but you can define other rules by clicking on “Manage rules and alerts”.
  • Apple mail: when you open the “Mail” tab, click on “Preferences and rules” to add subject line words and other filtering criteria.

So far, we’ve seen how a relevant email in the spam folder in email can harm the user, but what does this mean for email marketers?

If you use email as a communication channel, stay tuned for the next few tips!

How messages in the spam folder in email harm professionals

Each email provider has its own specific rules for separating relevant emails from spam.

When you think of a free email provider (Gmail, for example), it’s not actually free because, in order for it to work, you need one fundamental item: broadband.

And using broadband generates costs. That’s why a message not authorized by the recipient (which could be an advertisement, a phishing attempt or the dissemination of fake news) consumes bandwidth, which means money for the provider.

To avoid the costs of messages that are irrelevant to the user, ISPs have created filters specialized in detecting spam. Even so, this type of email consumes bandwidth because it needs to be sent to a specific folder.

The criteria for identifying irrelevant or harmful messages are becoming increasingly strict and, as mentioned above, vary from provider to provider.

Here are some general reasons why common emails are considered spam:

  • Exaggerated words in the subject line: “money”, “free” etc.
  • Complaints (when the user clicks the “this is spam” button, even if the email isn’t).
  • Content with lots of images and little text, or vice versa (the ideal configuration is for text to consume 60% of the email body to 40% images).
  • Emails containing heavy images (the limit is 500kb for the entire email).
  • Dimensions over 600 pixels wide.
  • Fake or non-existent address.

This last item is the most frequent and explains what email spam is for most email marketers.

Fake or non-existent addresses are invalid emails that become bounces, i.e. emails with errors that anti-spam filters quickly identify.

Email marketing lists with bounces are blocked and the sender’s IP is classified as a spammer.

Understand the REAL impact of invalid emails on your email marketing results by watching our webinar!

How to prevent a message from going to the spam folder in email

Email validation is a service that specializes in sanitizing email lists.

The process takes place by identifying harmful emails and bounces, which are excluded by the verifier.

This gives email marketers the chance to increase the deliverability rates of their campaigns.

Lists without bounces are not blocked by ISPs and, as a result, are able to reach the recipients’ inboxes.

The opposite happens with bases that don’t go through the email validator. As a result, the lists contain a lot of spam, damaging the sender’s reputation with email providers.


Why do we receive important messages in the spam box?

The algorithm in anti-spam filters is not perfect, which is why you need to check the spam box regularly to avoid losing important messages. Filters that are not configured manually also send the wrong messages to the spam box.

How can I manually configure the anti-spam filter to direct important messages to the inbox?

Inserting rules that contain certain words in the subject line, or ordering messages sent by specific domains to be received, among other rules to be dictated by the user.

What is considered spam by your email provider?

Each provider has its own criteria for classifying spam, but in general terms, messages that contain heavy images or exceed the width limit of 600 pixels are considered harmful emails.

Content that deviates from the standard of 60% text to 40% images, subject lines containing exaggerated words and invalid emails (mainly) are also classified as spam.

What is bounce?

A bounce is an email with an error that cannot be delivered for temporary or permanent reasons. Temporary reasons (also called soft bounces) are a full box, a server down, among other momentary reasons.

Hard bounces, on the other hand, are the more serious errors that prevent the email from being delivered permanently. Hence the name “hard”, as these are invalid addresses that are considered spam.

How does email validation help direct messages to the inbox?

Sanitized mailing lists have no bounces. As a result, providers have no reason to block messages, directing them to the recipients’ inbox.