Don’t buy email lists

Reaching your quota is important, we know it. While it may be tempting to buy prospects lists, don’t do it. Purchased lists won't benefit your business. Those lists are full of unqualified addresses that won't lead you towards any results.

Purchased lists generally contain poorly verified email addresses, resulting in a higher bounce rate and a weaker deliverability. It’s always worth taking the extra time to identify quality leads.

Read more on Why you should never buy email lists on our blog

Avoid SPAM trigger words

Email Service Providers (ESPs) use a variety of techniques to fight SPAM. One very simple technique is to detect words that are used a lot in SPAM emails.

One of the first thing you should do to increase your email deliverability is to avoid these words in your emails, at all costs.

We have compiled an exhaustive list of the most used SPAM trigger words you can rely on our blog.

Use a SPAM checker tool

Before sending your e-mail, take a minute to get it through a spam checker like It’s free and it will test your emails for the main liabilities that could impair its efficiency. It’s an easy way to avoid the spam folder, use it.

Check your spelling

Besides being very unprofessional, poor spelling is an instant sign for Email Service Providers (ESPs) that there might be a scam going on. 

Therefore, if you don’t want to end up being flagged as SPAM, do a thorough spell check before sending your emails, especially if you’re sending a drip campaign to hundreds of prospects.

Keep your emails short

Long emails do not work well for cold emailing. Try to avoid sending more than 3 paragraphs in an email. 

If you absolutely must send a long email, break it into multiple paragraphs in order to make it readable and clear for your recipient.

This article gives you more insight on why you should go for short and concise emails.


Clickable images and redirections to a landing page have become standard practice and should stick around for a while. However, you should only include links to reputable domains or they might be flagged as fraudulent.

Also avoid URL shorteners. They are usually used by spammers and your emails could be flagged by SPAM filters.


While it is understandable that you really want your emails to be opened, refrain yourself from using overly tout language. 

Words and expressions like “this isn’t spam”, “make money”, “satisfaction guaranteed” or “no obligation” are obvious red flags for SPAM filters.

We’ve put together an extensive list of words and expressions you should avoid. It’s worth taking a look! 

We also read our article on how to improve your subject line.

From name

Mailbox providers don’t just evaluate the IP and domain, they also check the From field. 

This is why you should use clear and trustworthy names like only! or are a no-go and will put your domain at risk.

Use a reliable Email Service Provider (ESP)

What is an ESP and why does it matter?

ESP stands for Email Service Provider. It refers to a company that offers you all kinds of services related to sending commercial emails. It is counter advised to use a regular email address to send emails in large quantities as you may:

  1. Have a limit in terms of number of emails you can send per day
  2. Be flagged as SPAM since great amounts of emails coming from a regular mailbox seem suspicious

Gmail/GSuite and Office 365 (including Exchange) are the main players and are both supported by You may also use your own SMTP/IMAP server.

What ESP should I choose?

The reliability of an ESP depends on the reputation of the IP addresses and domains of their clients. If you communicate through a shady ESP, you’ll be associated with shady IP’s and domains and your e-mails will more than likely end up in junk folders.

For that instance, we strongly recommend using the paid version of Gmail in GSuite. Let’s just say that Google’s reputation is, you know, pretty good.

Attachments doesn't allow to attach files as they lower your deliverability. Large files are definitely a red flag for spam filters.

What you can however do is upload the files to a cloud service like Dropbox or Google Drive and share the link in your email. 

The reputability of these services won’t hurt your deliverability.

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