{"id":726,"date":"2020-04-09T07:00:04","date_gmt":"2020-04-09T07:00:04","guid":{"rendered":"https:\/\/wiza.co\/blog\/?p=726"},"modified":"2025-08-11T07:01:38","modified_gmt":"2025-08-11T07:01:38","slug":"email-deliverability-how-to-avoid-the-spam-filter","status":"publish","type":"post","link":"https:\/\/wiza.co\/blog\/email-deliverability-how-to-avoid-the-spam-filter\/","title":{"rendered":"Email Deliverability: How to Avoid the Spam Filter"},"content":{"rendered":"\n<p>&nbsp;Email deliverability is arguably the most important part of cold email.&nbsp;<\/p>\n\n\n\n<p>You can nail <a href=\"https:\/\/wiza.co\/blog\/how-to-write-a-cold-email\/\">personalization and convey a winning personality<\/a>. But if your emails aren\u2019t delivered, none of it matters.<\/p>\n\n\n\n<p>Here\u2019s how to make sure your emails avoid the spam filter and land where they\u2019re supposed to.&nbsp;<\/p>\n\n\n\n<h2>What is email deliverability?<\/h2>\n\n\n\n<p>Email deliverability is the ability to successfully deliver emails to a person\u2019s inbox. It\u2019s a critical measure for sales teams, marketers and outreach specialists who rely on mass email to reach leads, subscribers and target audiences.&nbsp;<\/p>\n\n\n\n<p>If an email bounces or gets flagged by the spam filter, it\u2019s not deliverable. If an email isn\u2019t deliverable, then it\u2019s time and money wasted.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" width=\"759\" height=\"470\" src=\"https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2020\/04\/screely-1586377423091.png\" alt=\"email deliverability example new\" class=\"wp-image-740\" srcset=\"https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2020\/04\/screely-1586377423091.png 759w, https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2020\/04\/screely-1586377423091-300x186.png 300w\" sizes=\"(max-width: 759px) 100vw, 759px\" \/><\/figure><\/div>\n\n\n\n<p>When you\u2019re sending 1-on-1 emails and introductions, email deliverability isn\u2019t typically an issue. If your <a href=\"https:\/\/wiza.co\/blog\/best-subject-line-for-cold-email-ideas\/\">subject lines<\/a> and messages are personalized, targeted and sent from your professional email your emails should be seen and opened.<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/wiza.co\/auth\/signup\">boost deliverability with wiza<br><\/a><\/div>\n\n\n\n<p>But what about when you\u2019re trying to scale cold email campaigns? In that case, plenty of elements can hurt deliverability:<\/p>\n\n\n\n<ul><li>No unsubscribe option<\/li><li>High volume<\/li><li>Sending from uninitiated or free domains<\/li><li>Including too many images or HTML elements<\/li><li>Tracking pixels<\/li><\/ul>\n\n\n\n<p>So how can you improve email deliverability?&nbsp;<\/p>\n\n\n\n<h2>Avoid the Spam Filter: 7 Actionable Tips&nbsp;[VIDEO &amp; Step-by-Step Guide]<\/h2>\n\n\n\n<p>There are plenty of ways to send out emails to strangers without getting sent to spam. But it\u2019s a little trickier when you\u2019re trying to send out dozens (or hundreds) of cold emails every day.&nbsp;<\/p>\n\n\n\n<p>These are my 7 critical <a href=\"https:\/\/wiza.co\/blog\/30-cold-email-tips-to-increase-responses-roi\/\">tips<\/a> to make sure you consistently land in the inbox as you email at scale.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Cold Email Deliverability: How to stop cold emails landing in SPAM\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/3rsIJHY0c3w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>If you\u2019d rather the step-by-step, read through these 7 tips for how to avoid the spam filter.&nbsp;<\/p>\n\n\n\n<h3>#1: Stop Tracking Clicks&nbsp;<\/h3>\n\n\n\n<p>Some email automation software will kill your campaigns. Tracking clicks is a good way to end up in spam.&nbsp;<\/p>\n\n\n\n<p>Not all email automation platforms will let you opt out of inserting needless pixels into your emails. Those are the pixels that will hurt your email deliverability, since they\u2019re also used by spammers.&nbsp;<\/p>\n\n\n\n<p>If your email metrics don\u2019t look great, check with your email automation provider to see what they\u2019re adding to your messages.&nbsp;<\/p>\n\n\n\n<p>By switching to an <a href=\"https:\/\/wiza.co\/blog\/introducing-wiza-connect\/\">email automation tool<\/a> that lets you opt out, you can increase your open rate by at least 5 percent.&nbsp;<\/p>\n\n\n\n<h3>#2: Follow CAN-SPAM Requirements<\/h3>\n\n\n\n<p>For every single email found to be in violation of the <a href=\"https:\/\/www.ftc.gov\/tips-advice\/business-center\/guidance\/can-spam-act-compliance-guide-business\">anti-spam act<\/a>, you can be subject to a fine up to $41,484.&nbsp;<br><\/p>\n\n\n\n<p>So how do we avoid that?<br><br>Follow the law, basically.<br><\/p>\n\n\n\n<p>The main 3 requirements of CAN-SPAM you need to keep in mind are:&nbsp;<br><\/p>\n\n\n\n<ul><li>Your email must include a valid, physical address<\/li><li>Offer recipients an easy way to unsubscribe<\/li><li>Don\u2019t be misleading or deceptive<\/li><\/ul>\n\n\n\n<p>Instead of an \u2018unsubscribe\u2019 button, I typically include a short postscript that says: \u201cIf you no longer wish to hear from me, just let me know by replying to this email.\u201d It looks more natural and is a simple workaround.<\/p>\n\n\n\n<h3>#3: Switch to Plain Text Emails<\/h3>\n\n\n\n<p>Too often, I\u2019ve seen companies trying to send too much with their initial cold email. They\u2019ll try to include lead magnets, case studies, YouTube videos or a cool email signature.&nbsp;<br><\/p>\n\n\n\n<p>To test out how all these bells and whistles affect your email deliverability, switch to plain text emails. Take links and images out of your signature.<\/p>\n\n\n\n<div class=\"wp-block-cover has-background-dim\"><img class=\"wp-block-cover__image-background wp-image-175\" alt=\"\" src=\"https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2019\/11\/iphone-notebook-pen-working-34088.jpg\" data-object-fit=\"cover\"\/><div class=\"wp-block-cover__inner-container\">\n<p class=\"has-text-align-center has-large-font-size\">Stop being so fancy.<\/p>\n<\/div><\/div>\n\n\n\n<p>Spam filters pick up on the amount of HTML you have in your emails. It\u2019s why we\u2019ve found that plain text emails do about 30% better in terms of open rates than HTML based emails.&nbsp;<br><\/p>\n\n\n\n<p>And, let\u2019s be honest, it looks more natural. A plain text email without any links will not only help you maneuver around spam filters, but will also improve your reply rate. Leads will feel like they\u2019re responding to a personal email rather than a mass cold email.&nbsp;<\/p>\n\n\n\n<h3>#4: Warm Up Your Cold Email&nbsp;<\/h3>\n\n\n\n<p>If you\u2019re automating cold emails, you want to make things look as human as possible.&nbsp;<br><\/p>\n\n\n\n<p>Before you send a single campaign, make sure you warm up the email address you\u2019ll be using. Otherwise you\u2019ll end up on a blacklist (very quickly), which is a deep hole to climb out of.&nbsp;<br><\/p>\n\n\n\n<p>Start by getting some activity going on your email address. Subscribe to a handful of newsletters and interact with colleagues and connections, for example.&nbsp;<br><\/p>\n\n\n\n<p>Then begin with a consistent sending volume. Send 10 emails every day for the first two weeks, then 50 a day for weeks 3 and 4. But I recommend never going over 200 emails per day, even after you\u2019ve ramped up.&nbsp;<br><\/p>\n\n\n\n<p><em>Note: There are some tools that will go through this process for you. <\/em><a href=\"https:\/\/www.mailwarm.com\/\"><em>Mailwarm<\/em><\/a><em> and <\/em><a href=\"https:\/\/folderly.io\/\"><em>Folderly.io<\/em><\/a><em> from Belkins both work.&nbsp;<\/em><\/p>\n\n\n\n<h3>#5: Register a Cousin Domain<\/h3>\n\n\n\n<p>Imagine your regular domain is <strong>apple.com<\/strong>.&nbsp;<br><\/p>\n\n\n\n<p>By registering <strong>getapple.com <\/strong>and warming up <em>that <\/em>domain, you can protect your main domain\u2019s integrity while still <a href=\"https:\/\/wiza.co\/blog\/how-to-send-cold-email-at-scale\/\">sending cold emails at scale<\/a>.<br><\/p>\n\n\n\n<p>This way your most important emails (non-cold outreach campaign) will never end up in spam. By having a separate domain dedicated to cold emailing, you ensure your brand\u2019s official emails (and those to high value prospects) are delivered at a higher rate.&nbsp;<\/p>\n\n\n\n<h3>#6: Set a Strict Daily Cap<\/h3>\n\n\n\n<p>The worst thing you can do when scaling cold email is to make it a pure numbers game.<br><\/p>\n\n\n\n<p>When trying to book meetings through cold email, it can be tempting to send as many emails as possible to as many prospects as possible.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-cover has-background-dim\"><img class=\"wp-block-cover__image-background wp-image-738\" alt=\"\" src=\"https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2020\/04\/alex-chambers-CyMd0vOYFfU-unsplash.jpg\" data-object-fit=\"cover\"\/><div class=\"wp-block-cover__inner-container\">\n<p class=\"has-text-align-center has-large-font-size\">I recommend a maximum daily sending limit of 200 emails.<\/p>\n<\/div><\/div>\n\n\n\n<p>By sending a high amount of emails on a daily basis, you\u2019ll end up in spam at best and have your account closed down at worst. I know, I\u2019ve been there.&nbsp;<\/p>\n\n\n\n<h3>#7: Get Your Technical Settings Right<\/h3>\n\n\n\n<p>There are a lot more technical settings that go into sending and receiving emails than we typically think about.&nbsp;<br><\/p>\n\n\n\n<p>These are the three main pillars of email authentication you should check on:&nbsp;<br><\/p>\n\n\n\n<ul><li>SPF Records: The Sender Policy Framework. It\u2019s used to indicate to email exchanges which hosts are authorized to send mail for a domain.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li>DKIM: DomainKeys Identified Mail allows senders to associate a domain with an email message, vouching for its authenticity.<\/li><\/ul>\n\n\n\n<ul><li>DMARC: Designed to give email recipients better judgment control based on a sending domain\u2019s reputation.&nbsp;<\/li><\/ul>\n\n\n\n<p>You don\u2019t have to be super technical to make sure these are set up correctly. Head to <a href=\"https:\/\/mail-tester.com\">mail-tester.com<\/a>. <br><br>You can <a href=\"https:\/\/cyberpanel.net\/blog\/send-test-email\">send a test email<\/a> there. The site will give you a report on the validity of all of these settings and a tutorial on how to fix issues.\u00a0<\/p>\n\n\n\n<h2>Let&#8217;s recap, shall we? <\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" width=\"1024\" height=\"768\" src=\"https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2020\/04\/email-deliverability-infographic-1024x768.png\" alt=\"email deliverability infographic\" class=\"wp-image-829\" srcset=\"https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2020\/04\/email-deliverability-infographic-1024x768.png 1024w, https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2020\/04\/email-deliverability-infographic-300x225.png 300w, https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2020\/04\/email-deliverability-infographic-768x576.png 768w, https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2020\/04\/email-deliverability-infographic-1536x1152.png 1536w, https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2020\/04\/email-deliverability-infographic-1568x1176.png 1568w, https:\/\/wiza-edge.b-cdn.net\/blog\/wp-content\/uploads\/2020\/04\/email-deliverability-infographic.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><em>What have you found works best for email deliverability in your cold email campaigns? Send me a message to let me know!&nbsp;<\/em><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp;Email deliverability is arguably the most important part of cold email.&nbsp; You can nail personalization and convey a winning personality. But if your emails aren\u2019t delivered, none of it matters. Here\u2019s how to make sure your emails avoid the spam filter and land where they\u2019re supposed to.&nbsp; What is email deliverability? Email deliverability is the [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":743,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2,4],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Deliverability: How to Avoid the Spam Filter - Wiza Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wiza.co\/blog\/email-deliverability-how-to-avoid-the-spam-filter\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Deliverability: How to Avoid the Spam Filter - Wiza Blog\" \/>\n<meta property=\"og:description\" content=\"&nbsp;Email deliverability is arguably the most important part of cold email.&nbsp; You can nail personalization and convey a winning personality. But if your emails aren\u2019t delivered, none of it matters. Here\u2019s how to make sure your emails avoid the spam filter and land where they\u2019re supposed to.&nbsp; What is email deliverability? 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