How can I keep my emails from going to spam?

Avoid sending your campaign reachouts to your supporters' spam boxes by making sure your contacts are accurate, curating your content and regularly vetting your email lists.

Email is an extremely effective medium to ask for donations, recruit fundraisers and spread the word about your cause. Even a single email address is worth its weight in dollars towards your mission. However, email providers have made spam filters very strict and breaking spam laws can prove to be expensive and problematic.

The path to spam can take many different forms. With that said, we’ve gathered a few broad tips that should help get your important campaign emails to your supporters’ inboxes:

1. Take the correct precautions

Best way to avoid your emails going to spam is to avoid it going there in the first place. Once your email is marked as spam, it’s more likely that future emails will end up in a spam folder and it can even cause problems with your email service provider (like Constant Contact or MailChimp).

2. Review email recipients before you send

Ensure you’re reaching the correct people with updated and accurate email addresses.

  • Vet your email list often and thoroughly. Never buy emails lists and instead, organically curate your own lists for the right audience.
  • Regularly clean out your list and note any bouncebacks or new email addresses.
  • If you have to send an email to a large list that hasn’t been used in a while, it might be worth using a third-party service that scans your email list for you and tell you which ones to remove from the list.

3. Analyze levels of engagement

One of the biggest reasons emails get marked as spam is because the recipient does not engage with the email. Whenever you send emails to a group of people, pay close attention to your open, click-through and marked-as-spam rates.

4. Curate your Content

Keep your email’s html clean and simple, using appropriately-sized images and commonly-used fonts. Veer away from spam “trigger-words” such as “great offer,” “guarantee” or “free.” (For a more comprehensive list of spam words, check out this article Here.)

While there are many factors that can contribute to your message going to spam, our most important suggestion is to pay attention to what your sending and who you’re sending it to. With luck, the right people will receive your message and take action on your behalf.