Spam filters have become so sophisticated that they sometimes will trap legitimate email, but there are ways to reduce the chances of that happening.
There are thousands of different kinds of filters; most are designed according to a particular set of needs. Spam filters are located either on a server where email is received, on an individual PC, or “in the cloud” where they work according to different directions and algorithms that are set according to the mail recipient’s needs and goals.
The most common types of spam filters are:
• Content Filters – these look for certain words or phrases and block email that contains them.
• Blacklist Filters – these filters scan incoming mail from sources which have a known pattern for sending spam.
• Rules-Based Filters – these examine email for specific criteria the recipient wants to block.
• Permission Filters – these filters only allow email to pass where the recipient has given specific permission to the sender.
• Challenge-Response Filters – the sender must answer a question or give a code in order to have their message delivered.
Administrators can also manually filter specific words or phrases, resulting in any email containing those elements, regardless of the sender, being filtered to spam.
How Can I Avoid Spam Filters?
There are some basics to follow if you don’t want your legitimate email to go to spam. To highlight a few:
• Don’t write in all CAPITAL LETTERS. It’s a huge red flag for spam filters and you’ll likely be blocked.
• Don’t use spammy expressions like “click here” and don’t use extra-large fonts. These are spam signals.
• If you need to copy and paste content, don’t do it directly from Microsoft Word, as the content will also contain style tags and other things the spam filters don’t like.
In GMass: Set up a tracking domain for your account (link to http://www.gmass.co/blog/now-you-can-set-or-request-your-own-tracking-domain-in-gmass/). GMass is an unmonitored system, and when you send emails with open and click tracking, the domain that gets inserted into your emails is the same domain that gets inserted when a spammer sends. If you set up your own tracking domain, you improve your deliver-ability significantly.
Because spam filters often check the IP address of the sender and the sending mail server, this is one of many advantages of using GMass. When you send a campaign through GMass, it’s going out from your existing Gmail account, one of the most trusted sources for mail in the world.
It’s also prudent to include a physical mailing address and an unsubscribe link, as required by the CAN-Spam Act. Both are easy to do with GMass.
Nothing can guarantee a 100% deliver-ability rate, but finding the right tool is a crucial element.
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