10 Proven Ways I Avoid Spam Filters in B2B Cold Emails (2024)

1. Craft a Compelling Subject Line

Your subject line is the first thing people see; it can make or break your email. If it looks like spam, it’s headed straight to the junk folder. Avoid words like "free," "guarantee," or "win," as these are red flags for spam filters. Keep your subject line short, relevant, and personalized to grab attention. Adding the recipient’s name or their company name can make a big difference.

2. Authenticate Your Email Domain

Spam filters are smart and look for signs that an email is coming from a trustworthy source. Authenticating your email domain with SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) is essential. These are like digital signatures that tell email providers your message is legit. Without them, your emails are much more likely to get flagged.

3. Build and Maintain a Clean Email List

Having a clean email list is critical to avoiding spam filters. Regularly clean your list by removing inactive or bouncing email addresses. This helps you avoid sending emails to addresses that don’t exist or belong to people who don’t want to hear from you. Using a double opt-in process when adding new contacts to your list is also a good idea. It ensures that the people you’re emailing actually want your messages.

4. Personalize Your Email Content

Nobody likes receiving generic emails, and spam filters don’t like them either. Personalizing your emails by using the recipient’s name and specific details about their company can help your emails stand out. Tailor the content to their needs or pain points. This helps you avoid spam filters and makes your emails more engaging.

5. Optimize Your Email’s HTML and Text

Emails with all images or poor HTML coding are more likely to be caught by spam filters. Make sure your emails have a good balance of text and images. Use alt text for any images you include so that even if the pictures don’t load, the message still gets across. And don’t forget to check how your email looks on mobile devices—many people read emails on their phones.

6. Avoid Spam Trigger Words and Phrases

Certain words and phrases are known to trigger spam filters. Words like "buy," "order," or "click here" can send your email straight to spam. Research common spam trigger words in your industry and try to avoid them. Instead, use natural language that sounds more like a conversation and less like a sales pitch.

7. Set Up a Professional Email Infrastructure

Using a reputable email service provider (ESP) is crucial for maintaining a good sender reputation. A good ESP will help you warm up your IP address and monitor your sender score. Gradually increase the volume of emails you send to build trust with email providers. This helps ensure your emails are delivered to the inbox, not the spam folder.

8. Implement a Consistent Sending Schedule

Sudden spikes in email volume can look suspicious to spam filters. Establish a regular sending schedule to build a consistent pattern of email activity. Segmenting your email list can also help you target your messages better, ensuring that each email is relevant to the recipient. The more consistent and targeted your emails are, the less likely they are to be flagged as spam.

9. Encourage Recipient Engagement

The more people interact with your emails, the less likely they are to be flagged as spam. Include clear call-to-actions (CTAs) that encourage recipients to reply, click, or even forward your email. You can also ask them to add your email address to their address book, telling their email provider they trust your messages.

10. Monitor and Analyze Your Email Performance

Finally, always keep an eye on how your emails are performing. Track key metrics like open rates, click-through rates, and bounce rates. Use email testing tools to check your spam score before you send. Continuously refining your email strategy based on this data will help you stay ahead of spam filters and ensure that your emails are reaching your audience.

Conclusion

Following these 10 strategies can significantly increase your chances of avoiding spam filters and getting your B2B cold emails into the right inboxes. Remember, avoiding spam filters is not a one-time task but an ongoing process. Keep refining your approach, stay vigilant, and watch your email campaigns succeed.

Your next big client could be just one email away—make sure they see it!

For further insights on generating leads for your mid-sized B2B business, follow me on Twitter/X.

Kurt Warner

Founder | LBM Consulting

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You might also enjoy our blog on The Psychology of B2B Cold Emails.