Spam-free event emails: how to avoid filters and blocks

Summary

• 1. Introduction: spam problem
• 2. How antispam filters work
• 3. The three factors determining the success of the’sending
  • 3.1 L’sending infrastructure
  • 3.2 The composition of the message
  • 3.3 Qualityà Lists
• 4. How to test an email before the’sending
• 5. Focus On

1. Introduction: spam problem

According to Statista (2024), more than 45% of emails sent worldwide are catalogued as spam.à to correctly deliver emails in the recipient's mailbox. According to Mailmodo (2024), about 21% of legitimate emails never reach the inbox of’user.

2. How antispam filters work

Antispam filters operate on two levels:

• Lato provider (ISP): analyze the’infrastructure, domain reputation and content.
• Client side: apply rules defined by’user on your mail client.

Filters assign a score to each element of the’email (object, content, sender, HTML structure), increasing the risk of spam if the sum of suspicious behavior exceeds a critical threshold.

3. The three factors determining the success of the’sending

3.1 L’sending infrastructure

A’reliable technical infrastructure è essential to avoid’The basic requirements are:

• Dedicated SMTP server
• SPF
• Signature DKIM
• DMARC

L’correct implementation of SPF, DKIM and DMARC può reduce to’80% probabilityà that a’email is classified as spam (Cisco, 2023).

3.2 The composition of the message

Subject of the mail

• Avoid all capital and excessive punctuation
• Do not use words like “FREE”, “FREE”, “GUARANTEE”
• Don't start with euro/dollar figures
• Do not use empty or too generic objects
• Do not enter usernames or names in subjects

Body of mail

• Recommended width: 560–600 p.m.
• Avoid copying/paste from Word
• Do not use images only
• Balance between text and images
• Recommended Image Size: JPG or GIF
• Avoid aggressive or excessive promotional language

3.3 Qualityà Lists

A well-kept list improves the reputation of the sender.

• Remove incorrect, duplicate or inactive addresses
• Check bounce rate (under 2%)
• Use lists with valid consent (preferably double opt-in)

4. How to test an email before the’sending

Use mail-tester.com to verify the qualityà of’email.

Steps:

1. Copy l’temporary email address provided by the website
2. Send your email to that’address
3. Return to the site and click on “Then check your score”
4. Read score from 0 to 10 and test details

A score above 7 è generally considered acceptable.

5. Focus On

Although there is no 100% delivery guarantee, following good practices you canò reduce up to 90% the risk of spam (SendGrid, 2023).

Final checklist