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How to avoid spam filters when sending email campaigns using BOMA

It can be really frustrating to have set up a campaign only to have your clients report that your email has gone into their spam folder. Here are some tips on how to avoid that trap.

1. Use permission marketing techniques

You have implied permission to email somebody if you have an existing business relationship with them. If they are not a client you’ll need express permission to send them campaigns.

You can take it a step further at the point of subscription and ask to be placed on their whitelist.

Always make sure you have an 'unsubscribe' link in your email, and include your physical address (that's why we ask you to set this up in your Account details when creating your BOMA account). 

Spam filters look for emails that are "sneaky" and try to stop them going to your client's inboxes. That means they often look for spam trigger words like "amazing" or "great offer". Unfortunately, there is no complete list of spam trigger words, but it's useful to be careful with what you're saying. 

A spam filter is trying to remove commercial advertisements and promotions. So generally, words that are common in such emails should be avoided or used sparingly.

Phishing emails are designed to steal your identity by getting you to click on a fraudulent link. You want to avoid using phrases that are common to phishing attacks. Use links from your website so that spam filters can match the URL with your business name if possible.

3. Use spam checkers before sending your emails

Before sending emails out to your entire list, it’s worth the time to utilise a spam checking service.

SpamAssassin is a great place to start. If you prefer to avoid downloading any software, you can send your email to the IsNotSpam.com service and they will also check a few other items important to email deliverability. Alternatively, ProgrammersHeaven.com uses a form-based solution to test your emails.

4. Be compliant with the CAN-SPAM Act and GDPR

This is easier than it sounds! This means you need to keep an eye on your subject lines. Try to make sure they reflect what is in the body of your email.

Keep an eye on your header information as well - and the snippets that email systems use to preview emails for your clients.

If you are sending promotional material, let your client know that it is a promotion - making them think it is just a newsletter can cause your clients to put your emails into spam on purpose - and that harms your emails.

As per point 1 above, give your clients the opportunity to unsubscribe, and make sure your postal address and "from" fields are included.

5. Maintain a good text to image ratio

Images can affect deliverability, with purely image emails being seen as marketing or sales information. Try to minimize the amount of images in your emails.
Do include your logo (we do that for you) because that helps your clients remember you better.

6. Don't use purchased email lists

Please use an opt-in process and do not buy lists from email brokers. Consider adding a signup form to your website or giving people the option to sign up for your email list.

7. Avoid large attachments and certain attachment types

In general; .jpg, .gif, .png and .pdf attachments are safe to send, provided you include some content in the email as well. But it is not recommended to include anything as an attachment in a marketing email.  Linking to them from the email is fine.

However, executable attachments such as .exe, .zip, .swf, etc. should be avoided entirely. Generally, you should not send attachments to people on your list who are not expecting them.

8. Authenticate your email with SPF

You can also authenticate your email sending, this is quite technical but helps with deliverability as it shows email receivers that your email is coming from a known source and therefore is more likely to be trusted and less likely to be identified as spam. Contact BOMA Support by clicking on the help chat on the bottom right hand side of the BOMA app.

9. How often do you send?

The last thing you might also want to consider is frequency. If you email every single day, your clients are more likely to think you are spamming them. Try to think about how often you want to send them a message about what you have going on - whether it is a weekly newsletter, a monthly update or a bi-weekly promotion.

Further Reading:

Call to action buttons in emails

Can I set up a signature with an image or logo in my email campaign?

How to create an email campaign using articles from the BOMA content library

Sending a test email

How to add first names to your email campaigns

Create a Newsletter from the Content Library

How to add a video that is not hosted on YouTube or Vimeo manually to an email

How to share a video in an email

Using email templates

Add an email footer

How do I attach a PDF to an email campaign?

Email Deliverability

Can I customise the images and articles in the BOMA content library?