Weekly Email Marketing News Digest: Avoiding the Spam Button

Angela Cheong
Jun. 7, 2013 by Angela Cheong

This week’s issue is all about the one thing that hits our mailboxes every day – spam. Many people would concur with the Word to the Wise’s blog post on the enormous problem spam poses that was aptly titled Just… make it stop. Spam is ever present in our mail box and it will only continue to grow as time goes by and email volume ramps up. For businesses, the challenge while trying to engage customers is to reduce the risks of being labelled as a spammer. Here are tips on that, and on dealing with other spam related issues.

Five tips for reducing email spam complaints

Here’s how to reduce the number of spam complaints you get:

  1. Only get the right opt-ins
  2. Be recognisable
  3. Don’t hide the unsubscribe button
  4. Don’t use a no-reply address
  5. Ask inactive recipients to renew their subscriptions

Why Low Bounce and Complaint Metrics is Not Enough

Here are more ways to reduce the risk of your emails landing in the spam folder, and maintain a good sender reputation.

Look at open and click rates. These provide an indicator as to customer engagement. Consider removing older recipients who have not interacted with your mail as they may be filtering your mail, which could have an impact on your sender reputation.

Never rent or buy lists as these often have spam traps and it is illegal (in some countries) to send to customers that have not opted in to receive your communications.

How To Make The World Safer For Email

Jeremy LaTrasse, one of Twitter’s co-founders, writes about the importance of email authentication technologies in establishing identity and legitimate email such as DMARC, DKIM and SPF. He provides tips on how senders can ensure message security and protect the brand’s reputation, as well as how recipients can protect themselves from online criminal activity.

Google revamps Gmail inbox to filter graymail, following in footsteps of Outlook.com

Not quite a tip to avoid being relegated to the spam category, but interesting nonetheless. Gmail’s inbox has recently been revamped to allow users to filter messages from social networks, daily deals and other promotions. Such notifications are also known as graymail as they aren’t exactly spam, but are not quite as important as other mail.

Email Marketing: All That Sizzles Is Not Spam [INFOGRAPHIC]



Want to gain more visibility and control over how ISPs are dealing with emails that are purportedly from your brand? Make sure that you implement the DMARC standard. Watch the Don’t Deprioritize DMARC webinar now!

Don't Deprioritize DMARC webinar


  • Hey! I could have sworn I’ve been to this blog before but after reading through some of the post I realized it’s
    new to me. Anyways, I’m definitely glad I found it and I’ll be bookmarking and checking back frequently!

  • “it is illegal to send to customers that have no opted in to receive your communications”.
    According to what law is this? I know this is a best practice and i know there are legislations being created that may make this a law in the future but I didn’t realize there was a law in effect that required this?

  • Thanks for your comment Vanessa! The information was taken directly from the article that was referenced and we’ve now edited it for clarity. 🙂

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