Spam Scoring

To avoid your cold outreach B2B marketing emails ending up in the recipients spam folder, it is wise to avoid certain words and phrases in your emails that spam filters pick up to identify messages as spam.

Once you have written your marketing message, we recommend that you check its spam score using one of the following free online services:

Here are some general tips to avoid getting a high spam score:

  1. Make sure your “from” email address matches the domain of the SMTP server you are using.
  2. Use a SMTP server that supports SPF verification.
  3. Don’t include a disclaimer that your message isn’t spam. Only spam messages have that disclaimer!
  4. Use normal conversational style in your message, don’t use excessive spacing, or capitalisation in your subject line.
  5. Don’t use special spellings or punctuation such as “f.ree”, “str@nge”, or “|etters”, etc.
  6. Don’t use tools that generate terrible HTML such as Microsoft Word. If you are using HTML emails, only use high quality web design software to generate the HTML. Default titles generated by HTML editors are often used as a sign of spam, so make sure your HTML title tag is meaningful.
  7. Don’t use invisible text in HTML emails (why would you?). This is often a sign of a spam email.
  8. Don’t use invisible cookie pixels to track email open rates. If you must track open rates (we recommend against it because it is purely a vanity metric) use a large image to do so, not an invisible 1×1 pixel graphic.
  9. Don’t talk about rolex watches, sex, drugs, Viagra, debt, unless your email is specifically about one of those subjects. Never mention more than one of those keywords in the same email.
  10. Don’t use bulk mailing tools often used by spammers to send out messages very rapidly (the Email Marketing Robot is a drip marketing tool, not a mass email tool).
  11. Don’t advertise on websites of known spammers, as your domain name may inadvertently be associated with the spammer. Also, don’t allow spammers to advertise on your website.
  12. Don’t make your domain name registration private. Genuine publicly available WHOIS data will go in your favour. This relates to the domain name of your email address, and any website addresses mentioned in your email message.
  13. Make sure you have an abuse@ email address for your domain name, and register it with Then, if people do complain about spam you can deal with their complaint, and avoid any blacklists.
  14. Make sure that your privacy policy, and contact details are easily found on your website.

If your message is flagged as spam, do the following checks:

  1. Check your outgoing message using the services listed above, and pay particular attention to the reasons that your message was given a high spam score.
  2. If the body of your message gets high spam points, try rephrasing paragraphs of the email and testing it again to lower the score.
  3. Spam filters often look for the same text being repeated over and over, so we recommend that you use spintax to ensure that your messages all contain subtle differences.
  4. Optionally add your details to

If you need a dedicated commercial SMTP server to send marketing emails click here.

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