Email Best Practices to prevent Spam Complaints

Email Best Practices to prevent Spam Complaints

Posted under Email Best Practices , Email Delivery on February 14, 2017

Email Best Practices

In the digital marketing scenario, the best key of deliverability is the permission, without which you might get reported for abuse. Following are some of the email best practices to prevent spam complaints, with the best deliverability.

1. Opt-in method

email best practices - doube opt in

It is always the best practice to build your list with the user’s permission, so choose a double opt-in method for user’s subscription, with this you can avoid false or invalid emails landing your list.

There is single opt-in method too, which can be used according to your business need, ultimately we need to get permission from the user.

2. Don’t use Purchase/ Rented list

email best practices - no purchase data

It is not a good practice and this is against our terms of use, It not only results to bad addresses which lead to high bounce rates but increased abuse rates can damage and get the domain listed in blacklist as spammer, which can damage your brand, this way of mailing will not help your business grow. It is always advisable to grow your list organically.

3. Be Compliant with CAN-SPAM Act

email best practices - CAN SPAM act

  • Don’t use false or misleading header information
  • Don’t use deceptive subject lines
  • Identify the message as an ad
  • Tell recipient where you are located
  • Tell recipients how to opt-out of receiving future emails from you
  • Honour opt-out requests promptly
  • Monitor what others are doing on your behalf

4. Avoid Spam Traps

email best practices- avoid spam traps

Spam traps are the email addresses that no longer exists, which can be very old email of your list which is no longer in use. Maintain the list clean of invalid, abuse and very old list that has not been used for a long time.

5. Avoid sending large attachments and images

email best practices - do not send large attachment emails

Sending emails with large attachments that exceed the message size limit for either your or the recipient’s mail server, the message will be returned to you and not delivered or might turn into spam. To avoid exceeding the maximum message size limits you should optimize the size of pictures and attachments. Include text version in case of HTML content.

Make sure your DKIM, SPF, sender-id, domain keys are set up properly.


See that you follow the email best practices when you are sending promotional emails or email newsletters. Evaluate the results. If you observe that a specific email marketing campaign is generating a huge number of unsubscribes or complaints than normal, make sure to analyze the mail you sent and track down the cause. It becomes a mandatory activity to keep a track of your marketing mails just to ensure that potential clients are imparted with the corrected information.

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Januka|Compliance Expert

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