Guide to Writing Engaging Emails That Avoid Spam Filters & Boost Engagement

Email marketing is one of the most effective ways to generate leads and engage customers. However, many businesses struggle with emails landing in spam folders or failing to captivate their audience. This short guide will walk you through how to write engaging emails that avoid spam filters and boost engagement.

Understanding Spam Filters & Avoiding Spam Trigger Words

How Spam Filters Work

Spam filters scan emails for specific criteria, including:

• Excessive use of spam trigger words
• Overuse of capital letters and exclamation marks
• Poor formatting and excessive HTML elements
• Emails sent from low-reputation domains
• Lack of personalization
• Too many images with little text

Words & Phrases to Avoid

Using certain words can increase the likelihood of your email being flagged as spam. Below are some common spam trigger words:

Additional Spam Trigger Words to Avoid

Writing Emails That Connect With Your Audience

Best Practices for Engaging Emails

Use a Conversational Tone – Write like you’re talking to a friend, avoiding robotic or overly promotional language.

Personalization – Address recipients by name and tailor content to their preferences.

Compelling Subject Lines – Keep them short, intriguing, and personalized (e.g., “John, here’s something special just for you!”).

Storytelling & Value-Driven Content – Instead of hard selling, provide valuable insights, tips, or stories that resonate with your audience.

Clear & Actionable CTA (Call-to-Action) – Encourage readers to take action with a well-placed CTA (e.g., “Get your free guide now”).

Email Structure for Maximum Engagement

Subject Line: Catchy, concise, and relevant

Greeting: Personalized when possible

Introduction: Hook the reader with a compelling question or statement

Body: Provide valuable content, avoid fluff, and use short paragraphs

CTA: One clear action for the reader to take

Closing: Warm, friendly, and encouraging further engagement

Creating Email Campaigns That Keep Subscribers Engaged

Strategies to Maintain Engagement

Segmentation: Group your email list based on interests, behaviors, and engagement levels.

Consistency: Send emails regularly, but avoid overwhelming your audience.

Interactive Content: Use polls, surveys, and GIFs to boost engagement.

A/B Testing: Experiment with subject lines, formats, and content to see what resonates best.

Exclusive Content: Offer subscribers early access, discounts, or special insights to make them feel valued.

Spam-Proofing Your Emails

Technical Best Practices

Authenticate Your Emails: Set up SPF, DKIM, and DMARC records.

Maintain a Clean Email List: Remove inactive subscribers to improve open rates.

Avoid Too Many Links & Attachments: These can trigger spam filters.

Use a Recognizable Sender Name & Email: Builds trust and increases open rates.

Include an Easy Opt-Out Option: Required by law and improves deliverability.

Final Thoughts

Crafting engaging emails while avoiding spam filters requires a balance of creativity, technical optimization, and audience understanding. By following this guide, you’ll create email campaigns that not only reach inboxes but also drive engagement and build lasting customer relationships.