How to bypass the spam filter and access the main inbox

One of the biggest challenges for email marketers over the years has always been getting past the spam filter.

The function of the spam filter in most email providers is to prevent unwanted messages from entering, especially those that may contain viruses, phishing scams or other types of harmful content.

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Today, however, this has become even more difficult.

We now have not only spam mailboxes, but also “social” and “promotional” mailboxes that further segregate our messages and make it difficult for any of our messages to attract attention.

The good news is that there are strategies you can use to combat both problems.


One of the first and most important spam avoidance tips is to make sure you avoid using words and phrases that computers associate with spam.

This is similar to the way Google searches for keywords, except this time the keywords are something bad.

Examples of words to avoid include things like buy, free, discount, hurry and Viagra – hopefully that last one isn’t something you’d be writing about anyway!

5 mistakes copywriters should avoid


If you want to get into the main inbox, then it’s not enough not to look spammy, it must now also look like a personal message.

To do this, you should take advantage of your auto-reply feature that allows you to use the recipient’s name in the message.

Similarly, try to structure your message more like a conventional email.

That means saying Dear [Name], and ending with Best regards.

You should also avoid including elements that a customer will associate with a promotional image or that will make you seem less like a genuine correspondence.

That means avoiding the use of too many hyperlinks, keeping it to one, and it means avoiding the use of large images.

Sender reputation

Most importantly, however, make sure you focus on delivering great value over time.

If you do this, people will open your messages and actually read them.

This will help improve your ‘sender reputation’, which in turn will mean you won’t get blacklisted.

And while you’re at it, why not ask your readers to “whitelist” your messages and add them to the main inbox?

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