It can be frustrating when a newsletter issue you’ve worked hard on gets caught in spam filters — especially since it can be difficult to know why it landed there in the first place.

Even perfectly good, non-spammy emails can get caught by aggressive filters — and just to make things more fun, different filters have different criteria for what gets flagged.

We at Revue work hard to maintain a good relationship with all email providers, but it doesn’t end there...

So what else can be done?

There are basically three more things that can be done to prevent your messages ending up in spam:

  1. Technical: This is our job. There are ways we at Revue can signal to email services like Gmail that your messages are not spam. These requirements change frequently and it’s what we work to adapt to every day.

  2. From address: When setting up a Revue account, you have the option to use a sending address, or to send from a custom address. Sometimes DNS settings on custom sending addresses can cause deliverability problems — especially if they're set to prevent others (in this case, Revue) sending on your behalf. If you have problems with a custom sending address, we'd recommend either altering your DNS settings (how that works precisely will vary depending on your domain host), or using the default address.

  3. Content and subscriber relationship: This is what you yourself can influence.

Your subscribers can help you with the latter point. Don’t be afraid to ask for help!

Here’s what your subscribers can do:

  • Ask them to mark your emails as important/priority/VIP: This will ensure your newsletter is flagged as extra-important in their inbox. Here’s how to do that in Apple Mail. In Gmail, they can choose to show ‘importance markers’ next to emails in their settings, then mark your newsletter as ‘important’ by clicking on the marker next to your newsletter:

  • Ask them to add your address to their contacts: This is simple to do in most email apps — and most don’t let emails from contacts end up in the spam folder. You could even include detailed instructions on how to do this in your first welcome email when a subscriber signs up.

  • Ask them to unmark your email as spam: If your issue did land in the dreaded spam inbox, some email services allow readers to click ‘Not spam’ to reassign the message to the main inbox. The email provider should factor that in for future emails from you.

This bit is up to you:

Regarding content, some filters do send messages to spam based on images or certain words or phrases. As a rule of thumb, it’s best to be conservative — don’t use phrases that a spammer might (like words and links related to financial promises or the like).

Last but not least, always get permission to send emails — and don’t manually add subscribers to your list who haven't given permission (although we know you wouldn’t do that anyway!).

There’s rarely a clear-cut solution with spam filters, but this should set you up for success as best as possible!

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