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<Video
url="https://www.youtube.com/embed/AppKzXHNkPU?si=Tyw4W88JnFGpilJj"
/>

In today’s fast-paced digital world, capturing someone’s attention in their overflowing inbox is no small feat. Even if your email holds great value, it’s still at risk of being ignored.

This is where attention grabbers come in. Whether it’s a catchy subject line, an intriguing opener, or an irresistible call to action, these elements play a crucial role in making your emails stand out. In this article, we’ll explore proven techniques to create email attention grabbers that not only catch the eye but also drive engagement. Let’s turn your emails into must-reads!

<Baner
 title='Boost your marketing game!'
 desc='Our specialists will explain how to do this'
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## How to Create Attention-Grabbing Subject Lines 

The subject line is the gateway to your email—it’s the first thing your audience sees, and it often determines whether they’ll open it or scroll past. 

<Note>
**Why do people unsubscribe?** [**Gartner reports**](https://www.gartner.com/en/marketing/research/digital-iq-email-marketing-benchmarks) that one of the leading causes of email unsubscribes is subject lines that fail to match the content of the email. 
</Note>

To craft a subject line that grabs attention, follow these strategies:

**Keep It Short and Sweet**. Aim for subject lines that are 5-7 words or under 50 characters. This ensures they’re fully visible on most devices and easy to read at a glance. Prioritize clarity when crafting your subject lines—it should always come first. Once you’ve written a clear subject line, feel free to add a touch of creativity, whether it’s humor, charm, or playfulness. However, ensure that the message remains easy to understand and doesn’t lose focus for the sake of being entertaining.

**Create Curiosity**. Pique your reader’s interest by hinting at what’s inside without giving everything away. For example: _“Are You Making These Common Marketing Mistakes?”_

<Img
img="/uploads/everyday_horoscopes_b0a67c5568.png"
alt="example from everyday horoscope"
/>

**Make It Personal**. Use the recipient’s name or reference something specific to them. Personalized subject lines can increase open rates [**significantly**](https://www.klenty.com/blog/subject-lines-personalization-statistics/#:~:text=Personalized%20Subject%20Lines%20Doubles%20Email%20Open%20Rates,-We%20found%20that&text=That%20means%2C%20out%20of%20100,average%20open%20rate%20of%2035.69%25.). For instance: _“John, Here’s Your Exclusive Invite!”_

<Note>
According to [**our data**](https://altcraft.com/features/personalization), 72% of consumers only interact with personalized content. Increase your conversions and build customer trust with a personalized approach – [**try CDP Altcraft**](https://altcraft.com/)! 
</Note>

**Use Numbers or Lists**. Numbers catch the eye and imply a clear, concise message. For example: _“9 Quick Tips to Save Time Today.”_

<Img
img="/uploads/the_astro_twins_a1f6d5a19e.png"
alt="example from the astro twins "
/>

**Think About Capitalization.** The way you capitalize your subject lines can influence how your brand is perceived. Title case (capitalizing most words) tends to come across as more formal and professional. On the other hand, sentence case (capitalizing only the first word and proper nouns) has a friendlier, more conversational tone that may help your brand appear approachable.

**Focus on Problems.** Subject lines that directly address a reader's struggles can be highly effective. By acknowledging an issue they might face, these lines build curiosity and imply that the email offers practical solutions.

Examples: 

_“Struggling with X? Get Help Here.”_

_“See How to Get Rid of X.”_

**Use Emojis Wisely**. Emojis can make your emails pop in a crowded inbox, adding personality and reinforcing your message. They’re especially effective for making your brand feel lively and engaging. However, keep in mind that some audiences may view emojis as unprofessional. Before using them, consider whether [**your audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) and the email’s purpose align with their inclusion.

<Img
img="/uploads/the_modern_proper_d0c7451f0d.png"
alt="example from the modern proper"
/> 

**Ask a Question**. Questions are a powerful way to grab attention in your subject line. When readers encounter a question they’re curious about, they’re more likely to open your email to find the answer. Make sure your question is relevant and sparks genuine interest.

**Test, Test, Test**. A/B/n testing subject lines can reveal what resonates most with your audience. Try different approaches and analyze the results to refine your strategy.

<Note>
Testing will help you find the right way to encourage customers to buy as soon as possible. Test email campaigns with Altcraft CDP and discover the most effective messages. Learn more [**here**](https://altcraft.com/features/mvt). 
</Note>

## How to Craft Perfect Preheaders 

The preheader, often called the “second subject line,” is the short snippet of text displayed next to or below the subject line in an inbox. While it might seem secondary, the preheader plays a critical role in persuading readers to open your email. Here’s how to make it work for you:

**Complement the Subject Line**. Think of your preheader as an extension of your subject line. If the subject line grabs attention, the preheader should deepen the interest. For example:

- Subject Line: _“Exclusive Holiday Deals Inside!”_
- Preheader: _“Enjoy up to 50% off on your favorites—today only.”_

<Img
img="/uploads/recipe_of_the_day_f_a2e20d7137.png"
alt="example from recipe of the day f"
/> 

**Keep It Concise**. Most email clients display 40-90 characters of the preheader. Make every word count by focusing on clarity and relevance. Avoid filler words and get straight to the point.

<Img
img="/uploads/taste_of_home_741924ff37.png"
alt="example from taste_of_home"
src="This preheader could be a bit shorter"
/> 

**Use a Call-to-Action (CTA)**. Encourage readers to take the next step with action-oriented language. For example:

- _“Claim your free trial now!”_
- _“Shop the sale before it’s gone.”_

**Provide a Sneak Peek**. Give a preview of what the email contains without revealing too much. This creates curiosity and sets expectations for the reader. For example, craft subject lines starting with "How to" to show readers what they can accomplish using your offerings. Inside the email, provide links to the tools or services that make those outcomes possible.

**Avoid Default Text**. Don’t let your email platform’s default text — like “_View this email in your browser”_—appear as the preheader. It’s a missed opportunity to engage your audience.

<Img
img="/uploads/Cookie_and_kate_e0c2abcced.png"
alt="example from cookie and kate"
/> 

**Optimize for Mobile**. Since most people check emails on their phones, ensure your preheader is easily readable on smaller screens and complements the subject line for a seamless experience.

## How to Craft Amazing Email Bodies

The email body is where you deliver your message, so it needs to grab attention quickly and keep readers engaged. Here’s how to make it effective:

**Start with a Strong Opening**. Hook your reader in the first sentence by addressing a problem, posing a question, or sharing an interesting fact. Example:

_“Struggling to stay organized? We’ve got the perfect solution.”_

**Keep It Short and Focused**. Avoid long-winded explanations. Stick to one main idea per email and deliver it in clear, concise sentences.

<Img
img="/uploads/penguin_random_house_096ebe02ff.jpg"
alt="example from Penguin Random House"
/> 

**Use Bullets and Breaks**. Chunk information into digestible pieces using bullet points, numbered lists, or short paragraphs. This makes your content scannable and easy to read.

**Speak Directly to the Reader**. Personalization is essential for creating emails that resonate. Using someone’s name grabs their attention and makes the message feel more relevant and genuine. It shows that you’ve put thought into who they are and what they need, which builds trust and increases the chance they’ll engage with your email. Beyond just names, mentioning past interactions or specific interests can make your message even more impactful, helping you stand out in a crowded inbox.

<Img
img="/uploads/twitch_9513a28f87.jpg"
alt="Speak Directly to the Reader"
src="Source: reallygoodemails.com"
/>

**Add Value Immediately**. Highlight the benefit of your message early. Your job is to explain the value of your offer. Example:

_“Sign up now and get 20% off your first purchase.”_

**End with Impact**. Close with a compelling statement or reminder of the benefit, such as:

_“Don’t miss out — this deal ends today!”_

## And Finally, How to Make Perfect CTAs

The call-to-action (CTA) is the most critical part of your email—it’s where you guide readers to act. A perfect CTA is clear, compelling, and impossible to ignore. Here’s how to create one:

**Use Action-Oriented Language**. Start with a strong verb to drive action. Examples:

“Shop Now.”

“Sign Up.”

<Img
img="/uploads/the_call_to_action_1b74c84e66.jpg"
alt="call to action example"
/>

**Avoid words that create resistance in your readers**. These are terms that imply an action they may not be thrilled to take. Examples: download, purchase, order, submit. Often, people aren’t motivated by the act of buying or downloading itself, but by the benefit those actions offer. To make things feel simpler, replace these “friction” words with more inviting alternatives like "Get" or "Discover," and add a benefit statement (e.g., "Get your free trial").

**Be Specific**. Make it clear what the reader will get by clicking. For example:

“Join Today.”

“Get For Free.”

**Keep It Short and Simple**. CTAs should be 2-3 words max. Avoid clutter or unnecessary details.

**Make It Stand Out**. Use a button or bold formatting with contrasting colors to draw attention to the CTA.

<Img
img="/uploads/example_of_a_noticeable_cta_8f7f7ee31c.jpg"
alt="example_of_a_noticeable_cta"
/>

## Conclusion 

Standing out in today’s crowded inboxes requires a strategic approach to email design and content. Each element—whether it’s the subject line, preheader, header, body, or CTA—plays a crucial role in grabbing attention and driving engagement. To truly connect with your audience, focus on clarity, relevance, and personalization in every part of your email.

Remember, success doesn’t come from a one-size-fits-all formula. Continuously test different approaches, analyze results, and refine your strategy based on what resonates with your audience. Over time, these efforts will help you craft emails that not only get noticed but also deliver measurable results. Stay consistent, keep experimenting, and watch your email marketing campaigns thrive.

<Note>
The success of an email often depends on its timing. With [**CDP Altcraft**](https://altcraft.com/), you can tailor send times for each recipient using advanced self-learning algorithms. This ensures that subscribers receive messages at the optimal moment, increasing the likelihood of engagement.
</Note>

In this article, we’ll explore proven techniques to create email attention grabbers that not only catch the eye but also drive engagement.

email-attention-grabbers.png

About how to create attention-grabbing emails that not only enhance the quality of content, but also stimulate engagement. 

How to make attention-grabbing emails

Mastering Email Attention Grabbers: Tips to Boost Your Open and Click Rates

<Video
url="https://www.youtube.com/embed/1XgoVCXVOeM?si=1E7C9yHPz_dmt4rz"
/>

Marketers are constantly challenged with avoiding spam filters, dealing with words and phrases that trigger spam detection, and ensuring that emails land in recipients' inboxes rather than spam folders. While it can be a nerve-wracking and tiresome task, taking a step back can help determine the best course of action to ensure email campaigns don't end up in spam folders.

In this article, we'll explore where to start to ensure emails reach recipients. First, we'll define email spam, discuss tactics to avoid emails being marked as spam, identify words and phrases to avoid, and finally, examine how to test spam filters.

## What is spam and unwanted email

Spam, or unwanted email, refers to inappropriate and unsolicited emails that are sent en masse to a large number of random recipients. 

There's a distinction between spam emails and spam folders, which serve as repositories for anything deemed spam by email clients, internet service providers, and recipients themselves. Not everything in the spam folder is harmful; in fact, the majority of its contents are not. Therefore, it's important to adhere to proper behavior to prevent your emails from being marked as spam.

Malicious content is almost entirely blocked by internet service providers, which have significantly improved spam filters in recent years. This improvement is due to the introduction of anti-spam laws ([**GDPR**](https://www.mailjet.com/resources/learn/gdpr/), [**CAN-SPAM**](https://www.mailgun.com/resources/learn/glossary/can-spam/), [**CASL**](https://www.mailjet.com/blog/email-best-practices/flight-school-friday-casl-101/), and others) that protect recipient data.

Today, it's easier than ever for users [**to mark an email as spam**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters) thanks to increasingly sophisticated interfaces of email clients. With just one click, all future messages from a specific sender can be marked as unwanted, diverting them to the corresponding folder.

<Img
img="/uploads/unsubscribe_features_by_gmail_0ee59afebe.jpg"
alt="Unsubscribe features by Gmail"
src="Gmail's features make it easy for people to unsubscribe from newsletters they don't want to receive"
/>

## Definitions of email delivery related terms

In the [**Email Delivery Status Report for 2023**](https://www.mailgun.com/resources/research/state-of-deliverability-2023/?utm_source=Marketing&utm_medium=Landing+Page&utm_content=State+of+Deliverability+Report+2023&utm_campaign=Q3_2023_State_of_Deliverability_Report), 36.2% of respondents stated that improving email delivery was their main goal. *The reason is that there is no point in spending time creating great content if it will never be read.*

<Img
img="/uploads/prioritization_and_deliverability_eaf73f8bfc.png"
alt="The relationship between prioritization and deliverability of emails"
/>

But before delving into ways to improve delivery, it's important to start with some key terms on this topic.

### What is a spam filter

When an email passes through a server, it undergoes multiple checks. Internet service providers (such as Gmail, Yahoo) have implemented filters to ensure that spam and malicious email do not reach recipients' inboxes.

It's important to remember that deliverability and delivery are different things. Both terms sound very similar, but they should not be confused.

[**Deliverability**](https://altcraft.com/blog/nine-rules-for-successful-email-deliverability) refers to the set of methods, rules, and recommendations available to the sender to ensure that their emails are most likely to land in recipients' inboxes rather than in spam folders.

### What is a spam trap

A spam trap is an email address that is not used for communication and should never receive emails. If email campaigns are sent to this address, they are automatically flagged as spam, significantly lowering the sender's reputation with internet service providers.

### What is a soft bounce

A soft bounce occurs when an email is returned to the sender due to temporary delivery issues: if the recipient's mailbox is full, the server is unavailable, or the message is too large.

### What is a hard bounce?

A hard bounce occurs when an email is returned to the sender because it cannot be delivered under any circumstances: the address is entered incorrectly or is fake because the subscriber was interested in receiving a bonus upon registration, not a newsletter.

Therefore, it is always useful to set up double opt-in - double subscription confirmation.

### What is a hard bounce

A hard bounce occurs when an email is returned to the sender because it cannot be delivered under any circumstances: the address is entered incorrectly or is fake because the subscriber was interested in receiving a bonus upon registration, not a newsletter.

Therefore, it is always useful to set up [**double opt-in**](https://altcraft.com/blog/what-is-double-opt-in) — double subscription confirmation.

## How to deliver email to the inbox, not the spam folder

### How to prevent email from going to the spam folder

You can create the most magnificent marketing email campaign in the world, but if it doesn't land in the inbox, no one will read it. All efforts will be in vain.

But there are several excellent pieces of advice to follow to improve sender reputation and deliverability.

### Sender address

- Avoid using free email addresses based on web services (e.g., Gmail) for sender addresses. 

- Use your own email address with a domain associated with your website. Then you can set up DKIM and SPF, allowing recipient servers to authenticate the mail. 

- Make sure your website is active and functional. Sending emails from an address associated with an inactive or empty website will raise suspicion among internet providers.

### Contact lists

- Do not buy or copy contact lists from third parties. Such lists often contain many spam traps and low-quality email contacts, which violates sending policies. 

- Create quality contact lists by collecting email addresses through subscription confirmation on your website. Double opt-in is recommended to confirm the subscription, preventing mistyped or fake email addresses. This also confirms that the user agrees to receive your emails. 

- Regularly update and clean your contact lists. Monitor data and remove old addresses that do not interact with emails or are blocked. Focus on people interested in your mailings.

### Content of the email

- Do not WRITE ALL WORDS IN CAPS [**in the subject line**](https://altcraft.com/blog/how-to-write-email-subject-lines) or in the body of the email. 

- Do not use spam words: "Free," "Sale," "Money," "Hot offer," etc. 

- The subject line should be 35-50 characters. The longer it is, the more likely it is to be marked as spam. 

- Send content that subscribers have signed up for and are expecting. If you send inappropriate content, subscribers will mark you as a spammer. The more people open your emails, the better your reputation. 

- Send emails regularly.

## Tips on how to send mass emails and avoid spam

[**Mass emails**](https://altcraft.com/blog/mass-mailing) in the inbox, unfortunately, often annoy, especially if you do not monitor your lists, campaigns, and sending process.

Our current tips will help you ensure the delivery of your emails.

### Monitor your contact list

When it comes to email campaigns, we start with the contact list.

The first thing to look at when experiencing delivery issues is the email address lists. Then you need to determine:

1. The origin of the contacts. 

2. Whether they interact with the content, and if so, how. 

3. How often do you clean up your contact list.

Under no circumstances should you buy contact lists or download them from the internet. This will not only reduce the deliverability of your emails. In a world where people are increasingly concerned about data privacy and where legislation is becoming stricter, the best practice remains natural list building of email addresses.

Next, pay attention to how users interact with the content. What are the open rates, bounce rates, and blocks? If you don't monitor this, the numbers can steadily increase, and as a result, deliverability will decrease.

Although users who don't want to receive emails usually unsubscribe, they may also ignore emails or mark them as spam. Email providers (such as Gmail or Outlook) will also start filtering your emails and sending them to spam on behalf of their users. As a result, the responsibility lies with you: you need to clean email lists and maintain growth in open rates and deliverability.

*Remember: brands that maintain list cleanliness see an increase not only in open rates but also in the overall number of email openings due to higher-quality deliverability.*

### Use email authentication with SPF, DKIM, and DMARC

Trust and permission play a key role in a successful email marketing strategy, making this channel one of the most powerful in sales.

To avoid ending up in spam, you need to assure email providers like Gmail, Yahoo, or Outlook that you are indeed you.

You don't need to fake an ID for this. It's a bit more complicated.

Here are a few points to consider to earn trust for your email, prove your identity, and pass spam filters:

- SPF (Sender Policy Framework) is an email validation protocol designed to detect and block forged email senders. It has a mechanism that allows receiving mail exchangers to verify that incoming mail from a domain actually originates from the IP address authorized by the administrators of that domain. 

- DKIM (DomainKeys Identified Mail) is an email authentication method designed to detect forged emails. It is a way to sign and verify email messages at the MTA level using public and private keys. Public keys are published in DNS TXT records. DKIM authenticates the source and its content. 

- DMARC (Domain-Based Message Authentication Reporting and Conformance) is an email validation system that detects and prevents email spoofing. It tackles phenomena such as phishing, spoofed sender spam, where emails appear to come from a legitimate organization at first glance.

## How spam words trigger spam filters

Over the past few years, internet providers have become more resourceful and have moved away from traditional spam triggers.

Now they learn from our interaction process with messages in our inbox. From this information, they determine whether to send an email to spam or deliver it to the inbox.

And knowing this, how do you decide what to write in the email subject line and what not to write in it?

Words can confuse users, leading to more spam complaints than usual. And such complaints, along with low recipient engagement with the email, negatively impact the sender's reputation and, ultimately, affect the deliverability of future mailings.

<Img
img="/uploads/spam_complaints_b8d7397563.png"
alt="Spam complaints within a campaign"
/>

How many times have you seen the word "Free" in an email subject line? And how many of them actually had free offers? Most likely, very few. And that explains why, when you see "Free" in your inbox, you just roll your eyes ironically in response to an attempt to entice you to open a deceptive email.

If people still open the email and see that there is nothing free there, senders receive a high frequency of complaints: sending emails to spam or unsubscribes, which will affect the sender's reputation.

Below are some common terms on the subject of spam, so you don't use trigger words and aren't mistaken for spammers or, worse, phishers.

### Money transfer

"Money transfer" are favorite words of phishers. If you see this in the subject line, you are likely being lured to open the email. Make sure the sender's address is correct, then there's a chance the email is genuine. The address billing@ex-ample.com and the address billing@example.com are different email addresses. Scammers try to take advantage of our carelessness.

### PayPal, Visa/MasterCard, or the name of any other bank

This is another case where a good name can be used for phishing.

Scammers often try to impersonate financial institutions and send emails with similar corporate colors and style. But the links lead to mirror sites that resemble the real company websites.

Consumers should check the sender's address and domain name. And marketers should use DKIM, SPF, and other authentication tools to prevent fake emails from harming the company's reputation.

### Lottery, gift, prize

These are always seen in the spam folder. Hundreds of thousands of emails are sent to people with subject lines claiming they have just won a big prize or that they have been selected for a lottery they never entered. You have to be very naive to believe this, but scammers still send them out by the millions because it's quick and easy.

### Urgent, please help

For many years, variations of the "damsel in distress" scheme have appeared, where phishers pretend to be wealthy individuals from a distant country who, being pursued by criminals, are forced to flee to a safe place.

For some reason, they choose you as the sole caretaker of all their money and promise a large reward for helping them open an account at a specific bank so they can transfer their funds. Such spammers have become the subject of many jokes, so avoid using similar words to avoid being among them.

###Casino, free spins, deposit bonus

Spammers associated with gambling often send campaigns promising high earnings, free entry, or doubling deposits. If the links do not lead to a well-known site, such emails are likely to end up in the spam folder.

Source: [**Mailjet**](https://www.mailjet.com/blog/deliverability/avoid-email-spam-filters/#subchapter-14)

Marketers face the ongoing challenge of avoiding spam filters and ensuring emails land in recipients' inboxes, not spam folders.

spam-filters.png

About what email spam is, what tactics can be used to prevent emails from getting into spam.

Spam Filters: How to Avoid Them in Email Marketing

How to Avoid Spam Filters in Email Marketing

<Img
img="/uploads/how_to_send_emails_without_spamming_ac6acd190c.jpg"
alt="How to Send Millions of Emails Without Spamming"
/> 

There are [**122 billion**](https://dataprot.net/statistics/spam-statistics/) email spam messages sent worldwide every day. That's 85% of the world's email traffic. The scale is impressive and upsetting at the same time. Nobody likes spam, especially mailing services. Therefore, many systems are making war on spam. However, bona fide companies also fall under their sanctions. How to avoid becoming a spammer by accident and send emails the right way? Let’s find it out.

## What is Spam

Spam is unsolicited bulk messages sent via email or other digital channels such as SMS or social networks. Spammers do such mailings without the recipient's consent to a large number of users. In most cases, letters offer goods or services of dubious quality.

### The origins of spam

In the 40s of the last century, the word «spam» had no negative connotation. SPAM was the brand of canned food made by the Hormel Foods Corporation. The company produced it to keep soldiers nourished during World War II. After the war, there were a lot of products left. The Hormel Corporation had to sell them before the end of the shelf life. In short, as quickly as possible. So after a couple of weeks, SPAM canned food ads were all over the place. The product was aggressively imposed on people.

When «junk» bulk messages appeared on the Internet, they began to be labelled with the word «spam». In the beginning, this method could be effective, but now spam messages are annoying. People are used to ignoring them in the large flow of information. But the spam market is not losing momentum.

Spam has penetrated almost all digital communication channels. Besides emails, we run into spam:

- on forums where users leave messages with hidden advertising;
- in comments and private messages on social networks;
- on review sites;
- in messengers and SMS.

Automation has speeded up the sending of spam and increased it significantly. Now a spam bot can replace a person, for example, when spamming on social media platforms. Although it is not too difficult to determine whether you are communicating with a real person or with a machine. Bots are not very smart, you can break their logic with an unexpected answer.

### The types of spam

**Ad spam** is regular marketing emails that are sent to the addresses in the contact list. 

**Fake messages** are letters from ordinary people who are telling their tragic story and asking for money, or promising to give a large amount just like that:

<Img
img="/uploads/spam_message_from_a_real_person_252f145625.jpg"
alt="Example of a spam message from a «real person»"
src="Example of a spam message from a «real person»"
/> 

**Phishing emails** are sent by spammers who try to fool you by impersonating a well-known brand. The From email contains a fake email address. Usually, the user does not even notice it. He understands that he was deceived after following the link. The goal is to obtain personal and confidential data. A link from this letter leads to a fake website where the user is asked to leave his full name, passwords, bank card numbers and other data.

<Img
img="/uploads/Phishing_email_mimicking_Pay_Pal_619b0c8bd9.jpg"
alt="Phishing email mimicking PayPal"
src="Phishing email mimicking PayPal"
/> 

**Malware emails** are letters with viruses. The user clicks on the link and gets a virus on his device.

### Why do users receive spam?

The reason for spam is data that fell into the wrong hands. How spammers get user addresses:

- Data leak — the address was stolen from the contact list of the compromised account.
- Parsing email addresses from websites.
- Using an email generator that iterates over possible options. Some may turn out to be active.
- Purchased email lists — they are sold by unscrupulous companies or individual employees.

### Who is spamming?

Both professionals and random people such as inexperienced marketers can spam. Spammers are divided into:

- **Pros** are mailing services that send out a huge amount of emails. Such teams know their business well, and may even have programmers on staff for more advanced solutions.
- **Email address collectors** use software to check and sell databases.
- **Inexperienced and accidental spammers** are often marketers who do not understand what a newsletter is and do it wrong. A novice spammer does not delve into the details of the mailing, and that's why his letters fall under the sanctions of the services.

In order not to be among the ranks of accidental spammers, it is necessary to prepare for mailing. You need to know the legal, technical and other peculiarities.

## How to avoid spam filters

The spam folder is a sentence for your email. Why? The client will not know about you, the consequences can be more serious: domain disconnection, lawsuits and fines.

To find out why emails end up in the junk folder, you need to evaluate many factors:

- the legality of mailing;
- domain reputation;
- technical settings of the mailing list;
- whether the rules of the mailbox providers are being followed.

Let's take a look at each point.

### The legality of mailing

If you send a commercial email, it must comply with the requirements of the CAN-SPAM Act. Otherwise, you will have to pay a big fine.

How not to break the law:

- Don’t use false or misleading header information: headers, From names, reply-to addresses, or subject lines.
- Make it clear to recipients that your message is an advertisement.
- Tell recipients how to opt out: provide an unsubscribe link. 
- Tell recipients where you’re located. Your message must include your valid physical postal address: street address, a post office box, or a private mailbox.

### Domain reputation

The reputation of the domain you use to send emails depends on the following factors:

- whether the IP address is blacklisted or not,
- the quality of the email database, 
- whether email authentication passed or not, 
- how many unread emails and spam complaints, 
- how high CTR is,
- the intensity of mailings.

### Database quality

«Bad» addresses in the database also affect the mailing list, so you need to observe email hygiene: clean duplicates and inactive emails.

Possible database problems:

**The address was not validated.** The user left an inactive or incorrect email.

**The base was not used immediately.**

In this case, the contacts become obsolete. This happens if a company collects an email database for a long time in different ways, but does not send out messages immediately. For example, because it is waiting for a certain number of customers in the contact list.

**Errors in the database**

The contact list may contain recipients who have unsubscribed but still receive emails. The risk of receiving spam complaints from such people increases. In the worst case, you can get a lawsuit.

**Spam traps in the database**

Spam traps are email addresses that are controlled by ISP or blacklist operators. Such addresses are used to find spammers. A spam trap can be an email address that used to belong to a real person, but the user hasn’t logged into the account for a long time. Another type of spam trap is a specially created one. If a newsletter arrives at this address without consent, the service may consider it spam. If there are many such addresses in the database, the sender reputation is getting worse.

**Spam complaints**

People complain even when they initially consent to the newsletter. What could be the reasons for complaints:
- unsuccessful or offensive subject line;
- mailing error — the user received the letter again, although he unsubscribed;
- change of the mailing subject — "I didn't subscribe to this";
- partner offers in letters.

**User behavior**

Mailing services count how often users open emails, click on links inside. The fewer clicks, the more likely you are to get into spam in the future.

**Newsletter content**

The service may block mailing if your HTML document is not valid. It is forbidden to use dangerous elements, such as JavaScript, VBScript, Frames, IFrames ActiveX, Java applets, CSS connected to external websites, Meta Refresh, etc. Also, services do not accept the links that were shortened with special tools.

**Intensity and volume of mailing**

Services love predictable behavior. A sudden increase in email volume or sending irregular patterns of emails are signs of spam.

### Blacklists

An email blacklist is a list of IP addresses or domains that have been flagged as suspicious for sending spam emails. There are private and public blacklists. Private blacklists are created by users when they restrict the receipt of letters from a specific sender. It’s not too dangerous. However, if a domain or IP address is on a public blacklist, letters can be blocked on a large subset of addresses from this blacklist. 

The IP address and domain can get into blacklists for:

- sending newsletters to irrelevant addresses;
- a large number of spam traps in the email database;
- sending emails without the recipient’s confirmation.

Therefore, it is important to check if you are on the blacklists. For example, [**MXtools**](https://mxtoolbox.com/blacklists.aspx.) will tell you where you’ve been blacklisted.

### How to maintain your reputation

- Use Double Opt-In and continue sending only when the user has confirmed their email.
- Monitor the ratings of the IP address and domain in special services regularly.
- Clear the database, get rid of inactive contacts and check for errors.
- [**Warm up IP addresses**](how-to-inbox) — increase mailing volumes gradually.
- Monitor the quality of your content and test different engagement techniques if your emails stop opening. But know when to stop and don’t try dubious techniques, for example, clickbait.

### Technical settings and email message architecture

All mailing services support the same standards for spam protection. There are technical headers on the servers from which the newsletter is sent. This is where data about the message is placed. This data determines the reliability of the mailing source.

**What parameters should be in the «correct» letter:**

**RFC (Request for Comments)** is a document that contains technical specifications and standards.

**DNS (reverse DNS lookup and PTR records)** — all servers you use to send emails must have valid DNS records. No auto-generated reverse DNS lookup and PTR records. If reverse DNS is not specified, the mail service will not pass such a mailing.

**IP addresses (WHOIS)**. Never hide IP address data in WHOIS. It is especially important when the hoster has been hacked and spam is sent from your IP. If there is no data about you, the service cannot inform you about the problem and will simply block all mailings.

**Proxy and Relay** are protection against spamming on your behalf. The server does not have to be with an open Proxy server or an open Relay. In this case, anonymous and unauthorized users will not get to it.

**DKIM (DomainKey Identified Mail)** is a digital signature protocol that determines whether the sender is eligible for mailing. The email provider identifies it through a special key.

**SPF (Sender Policy Framework)** is a record that will show from which domains and IP the email will come. This setting must be in all DNS, otherwise, the mail service will send a letter to spam or warn of a threat.

**[FBL](fbl-catalog) (FeedBack Lookup)** is a standard that displays information about spam complaints. Each sender of emails can use FBL to find out which user has complained about which email.

**List-Unsubscribe** is setting the address or URL for unsubscribing. The user can unsubscribe and without clicking through an unsubscribe link.

<Img
img="/uploads/List_unsubscribe_option_in_Gmail_7f2a393c15.jpg"
alt="List-unsubscribe option in Gmail"
src="List-unsubscribe option in Gmail"
/>

**DMARC policy** is a standard that helps domain owners set rules for their mail services. Using them, the postal provider will know what to do with letters that were sent from the owner's domain, but they did not pass email authentication. This will protect against DKIM forgery and the use of services where any fraud can just put any domain. DMARC also helps control technical settings.

### Administrative requirements for mailbox providers

If you want the message to avoid spam filters, the requirements of the mailbox providers must be respected. Otherwise, you may fall under such sanctions as:

- limitation on email volume;
- blocking of sending;
- marked as spam.

Let's take a closer look at the requirements for Gmail.

1. Configure reverse DNS lookup for IP addresses.
2. Separate Form addresses by content type. Use the first one to send promotions, the second one to send receipts and the third one for notifications.
3. Don't send phishing emails from your domain.
4. Don’t send letters on behalf of another domain if you do not have the right to do so.
5. Authenticate messages.
6. Send mail only to interested users who have consented to the newsletter. The service also offers to periodically renew the subscription consent.
7. Make it easy to unsubscribe.
8. Send emails on a specific schedule and start sending small batches. The more letters there are, the slower you need to increase their number.
9. Monitor the reputation of IP addresses: whether they are in blacklists.

<Note>
Important! Always check the requirements of the mailbox providers before sending emails. Even a small violation of the rules can result in a spam folder.
</Note>

### Altcraft Platform for correct mailings

Our platform helps automate marketing processes and develop business. Marketers use it to send emails without additional services. [**Altcraft Platform**](https://altcraft.com/en) allows:

- optimize delivery to the inbox folder;
- bypass blocking;
- speed up delivery for some categories of letters;
- reduce sending costs.

The [**technologies**](anti-spam-system) we work with:

**SPF (Sender Policy Framework)** is a domain authentication technology.

**DKIM (DomainKeys Identified Mail)** is a digital signature that is automatically verified by the recipient's mail server and clarifies its reputation.

**DMARC** will tell the mail service what to do if something is wrong with SPF records.

**BIMI (Brand Indicators for Message Identification)** works with DKIM, SPF and DMARC. Helps to identify companies by the image of the brand next to the subject of the letter. This is additional validation of the sender.

**FBL (FeedBack Loop)** is a standard that shows spam complaints to the sender of mailings.

With Altcraft Platform, there is no need to worry about emails going to spam. Just create your own newsletter or use a ready-made email template.

<Img
img="/uploads/email_template_faf3691914.png"
alt="Email templates in Altcraft Platform"
src="Email templates in Altcraft Platform"
/> 

## Conclusion

The path of email newsletters is a thorny and challenging one. One day emails from any company can end up in the spam folder. But don’t give up this channel only because of the complexity. A competent approach and good service will help to send emails correctly and increase sales.

Learn how to send emails the right way and avoid the junk folder: domain reputation, database quality, technical settings, etc.

how to send emails without spamming.jpg

Many systems are making war on spam, but bona fide companies also fall under their sanctions. How to avoid becoming a spammer by accident and send emails the right way? 

How to Send Millions of Emails and Not Get Into Spam

How to Send Millions of Emails and Avoid Spam Filters

![bimi_banner.png](/uploads/bimi_banner_ec673fa3c8.png)

The American mail services AOL, Verizon, Yahoo and Gmail now have the ability to customize the avatar of the email sender for free. This can be done using BIMI, a sender recognition technology that displays the sender's logo opposite the mailing list in the Inbox folder. Here's how to use BIMI records to increase deliverability and brand awareness.

## What is a BIMI record?

Now there is one more way to improve deliverability and reduce phishing attacks. BIMI is a textual DNS record that is used in conjunction with [**SPF, DKIM, and DMARC**](anti-spam-system). The new feature allows email providers to recognize your company and deliver the newsletter to your inbox. With a BIMI record, you can create a unique logo for each domain and subdomain. This way you personalize your newsletter and increase brand awareness among your customers.

## Setting up a BIMI record

Prepare your company logo before setting up a BIMI record. The avatar should be in SVG format, square, without small details, and have no additional layers.

Step one: checking DMARC, SPF, DKIM

BIMI record will not work without DMARC, SPF and DKIM, so we check the settings of all records. Note that the policy for DMARC must be p=quarantine or p=reject.

If you still do not have DMARC, SPF and DKIM records configured, then we advise you to do it right now. The instruction is [**here**](https://docs.altcraft.com/display/UD/Email:+sending+domain+configuration).

Step two: creating a BIMI record

Specify the path to the file with the logo in SVG format and enter the following TXT record in the domain settings:

v=BIMI1; l=[**https://altkraft.com/bimi/bimi.svg**](https://altkraft.com/bimi/bimi.svg)

v — the protocol version, l — the path to the logo in SVG format.

You can also use the [**BIMI record generator**](https://bimigroup.org/bimi-generator/).

Step three: updating a DNS record

Send a test email to the gmail domain. If the BIMI record is configured correctly, a logo should appear next to your mailing list.
 
![result_bimi.png](/uploads/result_bimi_2bbfe69721.png)

## Avatar on Mail.ru and Yandex.ru

You can only set up a BIMI account on American email services: AOL, Verizon, Yahoo, and Gmail. But this does not mean that there is no way to increase your brand awareness on Mail.ru and Yandex.ru.

**Postmaster Mail.ru**

You can install the email sender's avatar on Mail.ru using [**Postmaster**](https://postmaster.mail.ru/). Register the domain you plan to send mailings from and confirm your rights. Go to the "Settings" and at the bottom of the page click "Change avatar".

In the window that opens, add an image with the logo, save and update the page.

![postmaster_1.png](/uploads/postmaster_1_b5579dadc0.png)

The requirements for an avatar on Mail.ru:

-   png format
-   image size not less than 180x180
-   opaque background

Avatar image moderation can take from 10 minutes to several days. Please note that if your domain is not available or is in the process of being created Mail.ru will reject the avatar. In this case, you will receive an email notification.

**Gravatar Yandex.ru**

You can add an email sender's avatar to Yandex.ru via the free [**Gravatar**](https://en.gravatar.com/) service.

-   Go to the Gravatar website and create an account. Gravatar uses WordPress, so you can sign in with your existing WordPress account.
-   In the "My gravatars" section, go to the "Add email address" section and add an email address that you will use.

![gravatar_1 (1).png](/uploads/gravatar_1_1_db429b4a62.png)

After confirming your email address, you can add your logo in the "My gravatars" section. Click "Add a new image" and import the desired image.

![gravatar_2.png](/uploads/gravatar_2_193aae35d0.png)

![gravatar_4.png](/uploads/gravatar_4_fd0052b76b.png)

-   After importing the logo, rate the avatar.

![gravatar_3.png](/uploads/gravatar_3_9184861686.png)

-   Assign the appropriate avatar to the email address that will be used for sending messages.

![gravatar_6.png](/uploads/gravatar_6_2bceff57fd.png)

After completing the configuration on Gravatar, the avatar of the email sender is moderated by Yandex. Verification may take several weeks.

## Conclusions

BIMI is a TXT DNS record that allows you to display your brand logo in your inbox and protect users from email scammers. Currently, you can set up a BIMI record in the following email services: AOL, Verizon, Yahoo and Gmail. You can add an avatar to Mail.ru via [**Postmaster**](https://postmaster.mail.ru/) and Yandex.ru via the [**Gravatar**](https://en.gravatar.com/) service.

If you do not have the BIMI parameter, this is not critical: emails will not get into spam because of this. But if you have 15 minutes free, spend it on setting up the record — this will slightly increase deliverability.


In this article, we'll show you how to use BIMI technology to increase brand awareness so that email providers can recognize your business.

bimi_banner.png

Sharing with you how to use BIMI to increase deliverability and brand awareness.

How to Boost Brand Awareness: Email Sender's Avatar

Raising Brand Awareness: Setting up Avatars for Your Email Sender

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Reduced push notification opt-out rates, increased OR, saved working hours

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The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

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Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

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