How to Make Sure Your Emails
Land in SPAM

How to Make Sure Your Emails Land in SPAM

How to Make Sure Your Emails Land in SPAM might sound a bit funny; but whether you’re emailing clients, vendors or  leads, you never want your messages to end up in the SPAM folder. It’s a complete waste of time and money. Here are a few tips to make sure your newsletter, or worse yet invoices, don’t end up ignored amongst the Viagra ads.

Don’t get a user’s permission before emailing them.

Your new website is just so good that you can’t wait to email everyone and let them know about it. Unfortunately sending out hundreds or thousands of emails to people who you aren’t personally/professionally connected to is a huge reason your emails don’t make the inbox. Unsolicited mail is spam, and Outlook, Yahoo, and Google will act accordingly. When starting off, try sending personalized mail to your existing contacts. You can even ask them to share your idea with their friends, contacts, or customers; if it applies. I use Addthis for sharing.They have tons of free tools that you can use. including an HTML snippet for sending via email that will make it easy for people to share your content.

How to Make Sure Your Emails Land in SPAM

Have an awful subject line/snippet

Having a boring or otherwise non-valuable subject line will cripple your open rate. The more emails you send that score poorly on this statistic will cause future emails to be ignored by mail servers end up in Spamville. Yuk.

Quick Tips to Create Better Subject Lines

  • Personalizing the subject line.
  • Create mystery.
  • Offer value.

Try something like:

“Hey Michael, your website traffic is down 10%”

Throw in tons of images and links. 

The most effective emails are the simplest. While images and links can be necessary to get people to look at your product or website, having too many of either in your email will greatly increase your SPAM score. A great free tool to test your email spam rank is found at You can test send your email or newsletter template to their servers and they will give you a breakdown of what’s good and what’s keeping you from inboxes.

How to Make Sure Your Emails Land in SPAM

Make a mess of your DNS records. (technical)

DNS stands for domain name system and DNS Records are basically mapping files to show users on the internet what pages should be loaded where. There are special records that help control the flow of emails. The “MX” record stands for “mail exchange” and is basically a list of mail exchange servers that are to be used for the domain. There are several version of TXT or text records called SPF and DKIM. They are authorization tokens that digitally sign the headers of your email. SPF and DKIM basically prove to the recipient that you are who you say you are when sending emails. While it isn’t critical for the basic email sender, these records can significantly affect open rates, especially if you are sending thousands (or hundreds of thousands) of newsletter each month. Incorrect records will send your list to the Trash Can. I use Leaf DNS to keep tabs on my records, another cool free tool.
If you aren’t sure if your records are in order, send me an email and I can quickly assess if you need to make any changes.

How to Make Sure Your Emails Land in SPAM

Be Super Spammy.

The best way to guarantee your slot amongst the spamboxers is to actually be spammy. Sending out piles of emails that only link directly to sales pages and offers will quickly make a lot of people mark your email as SPAM. No action is a more direct indicator to a mail provider that those people no longer want to see your emails. But if you offer genuine useful content, that is valuable, people will respond accordingly.


  1. Have permission to send
  2. Good subject and snippet
  3. Limit outbound links and images
  4. Make sure your DNS Records are all correct
  5. Don’t be spammy!

I hope you liked “How to Make Sure Your Emails Land in Spam.”

If you follow these rules you can be sure that your mail will be delivered to the right location, the Inbox. Let me know if you have any questions about email deliverability that I didn’t cover above, and I’ll help you out.