Many ISP spam filters will review your email content and subject line to determine if it is spam.  


Both the subject line and content of your email campaign will have a big impact on whether or not your email reaches the recipients inbox.


Although there is no magic rule or formula that you can follow to ensure emails are delivered to the inbox, you can review these tips and recommendations as described below to help ensure your email campaign is successfully delivered to the recipients inbox: 


Tips for Subject Lines:


  • Keep your subject line between 35 to 50 characters long. The longer your subject line, the more likely it will be flagged as spam.
  • Refrain from using ALL CAPITALIZED LETTERS in your subject line or the body of your text within your email campaign.
  • Avoid using spammy type words such as ‘money’, ‘free’, ‘dollars’, ‘cash’, ‘limited time offer’, ‘medication’.
  • Do not use any characters such as percentage (%), exclamation marks (!), pound signs (£) or dollar signs ($) or the pipe character (|) as this will affect the sending of the campaign. 

Tips for Email Content:

  • Make sure the content of your email contains nothing that is offensive.
  • It is recommended to have a text/image ratio of 60/40. The theory is that emails containing images without much text can raise a red flag for spam filters.
  • Make sure there are no spelling mistakes or HTML errors.
  • Limit the use of ‘click here’ links - instead us the full link info for websites/pages/PDFs so that the user knows what they are clicking on.
  • Minimise the use of bold text, red font, exclamation points (!!!), questions marks (?) and symbols like $ € £ @ inside the body of your email.
  • Avoid using images which are large in file size and a single image 'flyer' which contains the main body of your email content.
  • Avoid attachments in your newsletter.  Recipients are typically cautious of viruses and malicious email attachments. Use URL links to files such as PDFs  - to see how to do this please click here. 
  • Make sure you have added an Unsubscribe link into your email campaign so that it is easy for the recipient to unsubscribe. Please click here to see how to add the Unsubscribe link. 

There are other factors such as the email address you send your email out from and email authentication that affect your emails deliverability to read more please click here.