Busy Marketer’s Guide to Staying Out of Spam Folder

As a marketer juggling social posts, ad budgets, website updates, and a never-ending content calendar, it’s easy to treat email like the “set and forget” channel.
Write it. Hit send. Move on.

But here’s the problem: if your emails keep landing in spam, it doesn’t matter how clever your subject line is or how punchy your CTA sounds (no one’s seeing it). It’s like shouting into the void.

The good news? You don’t need to be an email expert or block out an entire day just to fix deliverability issues. These five simple tweaks take minutes (not hours) and can make a massive difference in where your emails land.

1. Build Your List the Right Way (Quality Over Quantity)

This one’s foundational. Imagine trying to speak to someone who never asked to hear from you, that’s how inbox providers view emails sent to low-quality lists.

Always Get Permission: Only email people who’ve explicitly opted in. A double opt-in (where someone confirms their signup) is ideal.

Never Buy Lists: Just don’t. Bought lists often contain invalid or spam-trap addresses that can wreck your sender reputation.

Make Unsubscribing Easy: It sounds counterintuitive, but it’s essential. If people can’t find your unsubscribe link, they’ll hit “spam” instead and that’s far worse for your deliverability.

2. Write Like a Human (Not a Robot Selling Miracle Cures)

Spam filters scan your content for red flags and yes, they can tell when you’re trying too hard.

Avoid Spammy Language: Steer clear of excessive ALL CAPS, aggressive sales phrases like “FREE MONEY!!!” or “ACT NOW!!!” and tone down the exclamation points while you’re at it.

Balance Text and Images: Don’t send one big image. Spam filters can’t read it, and recipients might not even see it if images are blocked.

Proofread: Typos and grammar issues don’t just look sloppy, they can signal low quality or phishing attempts to filters.

3. Keep Your List Clean (A Little Maintenance Goes a Long Way)

Engagement is gold in email marketing. If people aren’t interacting, inbox providers assume your content isn't relevant.

Remove Inactive Subscribers: If someone hasn’t opened or clicked in 6–12 months, consider a re-engagement campaign or let them go.

Handle Bounces Promptly: Your email platform should help you remove hard bounces (permanent failures). Don’t ignore them.

4. Do Some Light Tech Checks (No IT Degree Required)

Yes, there’s some backend setup but your ESP (Mailchimp, HubSpot, etc.) usually walks you through it.

Authenticate Your Domain: Set up SPF, DKIM, and DMARC. These are like digital passports proving your emails come from a trusted source. It’s a one-time thing that makes a big difference.

Be Consistent With Your “From” Name & Email: Use a name and email your audience recognizes. Changing it too often can hurt trust (and open rates).

5. Focus on What Your Audience Actually Wants

Inbox providers want to deliver wanted emails. Engagement (in terms of opens, clicks, replies) tells them you’re sending value.

Send Relevant Content: Segment your list. Don’t blast the same thing to everyone. Personalization > spray and pray.

Use Their Name: A simple “Hey [First Name]” can make a big difference in engagement.

Watch Your Metrics: Low opens or clicks? High unsubscribes? That’s your cue to tweak your content or cadence.

🚨Important Disclaimer:

These tips follow industry best practices and are designed to significantly boost your email deliverability. But spam filters are constantly evolving, and no one can guarantee 100% inbox placement. Treat these as your go-to strategies for maximum deliverability success.

The Big Takeaway

Email deliverability is like any good relationship, it thrives on trust, consistency, and value.

You don’t need a complete strategy overhaul. Just start with small, consistent improvements.

Show up. Add value. Avoid spammy shortcuts.

Your inbox results will thank you.

Happy emailing!