1 Learn the concept
As a marketer, your goal should be to create emails that end up in your subscriber's inbox rather than their spam folder. Spam filters look at your sender reputation, your content and how people respond to your messages. This lesson explains what triggers filters and how to protect your deliverability.
2 See it in action
- Send only to people who agreed to hear from you.
- Avoid misleading subject lines and spammy phrasing.
- Authenticate your sending domain.
- Remove inactive and bouncing addresses.
Worked example
Cleaning a list
Find: subscribers who have not opened any of the last ten emails.
Send: one "Do you still want to hear from us?" email.
Remove: anyone who does not respond.
Result to look for: a smaller but more engaged list, lower complaint rate and better inbox placement.
3 Study an example
Example scenario
A sender with many complaints sees its emails go to spam. It cleans its list, adds a clear unsubscribe and sends only to engaged subscribers, and delivery improves over weeks.
4 Apply it and download
- Run the pre-send checklist on an email.
- Check your list for inactive addresses.
- Plan a list clean-up.
Worksheet Pre-send checklistOpen, print or save as PDF