Best Practices To Prevent Your Emails From Ending Up in Spam

In this article, we will review some best practices for email deliverability. There are several factors that can affect how mailbox providers ( such as Google, Yahoo, Outlook etc.) make decisions to either flag your email as spam, or allow them to arrive at inboxes. Check out the terms and tips below for best practices for your emails:


Clean Your List

We want you to have a list of emails that are…

  • Not bought or scraped
  • Active (opened, clicked, or replied within 30 days)
  • Correct (not misspelled)

If you already moved it over, you’re an active user, and did not do this process, here’s what we suggest:


(Want that engagement email template from the video? It’s here!)

*Note: we aren't currently accepting new FGF Mail users. However, the tips mentioned here should be applied to any email list, regardless of the email provider.

Use A Smart Filter

You only have to set this up ONCE. It’s magic.

It’ll automatically filter out any DND folks (those who said leave me the hell alone), unsubscribed peeps, bounced emails, and empty email fields. Make sure to check out our basic overview of smart list filters here.

Use An Unsubscribe

If your account was created after July 2021, you will want to first be sure you have loaded the FG - Unsubscribe Process collection into your account (from the Request Collections tab in the left menu) so you have all the extra goodies that are packed into those workflows.


Regardless of when your account was created, please watch the video below showing how to ensure you're including the system's built-in Unsubscribe link in outgoing emails.


This custom value will generate a link the contact can click, which will take them to a page with a simple form that is labeled "Unsubscribe" and is pre-filled with their email address.


Then all they have to do is click to submit the form, and DND will be enabled on their contact record. If you have the Unsubscribe and Email Best Practices folder in your Workflows from the FG - Unsubscribe Process collection, then unsubscribed contacts will also be tagged with "unsubscribed".


Unsubscribe custom value: {{email.unsubscribe_link}}


You also have the option of creating a customized unsubscribe process using the funnel and form in our FG - Unsubscribe Process collection, which you can load into your account from the Request Collections tab.


This will allow you to use a custom domain for your unsubscribe page, as well as the option to customize the page itself, or you can customize the form options for your subscribers to be able to update their email preferences beyond simply unsubscribing.


This used to be the only way to set up an unsubscribe process, and if you joined before September 2022, your account may have come with this collection pre-loaded. If so, you can search your funnel list for “Unsubscribe” and the funnel template will pop up.


To find out how to set this up, watch the following video. Please note, our interface has updated since this was recorded. Forms are now under Sites in the left menu, and our email builder under Marketing > Emails looks a little different and has the option of either visual editor or code editor, so your screen there will depend on the set-up of the email template you are using.


Drip Your Emails

Home stretch baby. This is the last one. And, if you watched all the videos above, you already know what we’re going to say. 


Drip. Your. Emails.


Whether in workflows or in email blasts, please send your emails in batches of 100 emails every 5 minutes.

Two numbers. 100. 5. Those are the ones you need to remember.


If you want to send an email newsletter check out this tutorial:  How To Send A Broadcast/Newsletter Email

Sending Internal Mail

If you are sending a message to the same domain that the message is coming from (i.e. sending from john@exampledomain.com to john@exampledomain.com), it may go to spam. That is because a mailbox provider can see that it appears to be receiving a message from itself. This could mean the mailbox provider thinks it is being spoofed, and thus the message will be sent to spam.


Solution: If you must send internal mail to test your messages, you may want to use a free service, like Gmail. So, you can send the internal notification or test email to your Gmail address [ never ever use a free email address [ @gmail.com, @yahoo.com, @outlook.com, etc. ] as the "From" email address inside your FG Funnels subaccount ]. If you’re sending internal emails outside of testing purpose, you'll need to whitelist the "From" email address you used to send the email.


Sending From a Public Domain

If you’re sending messages from a free domain such as gmail.com, yahoo.com, or outlook.com, your messages may end up in spam. It is now required that businesses send from a dedicated sending domain/subdomain in order to prevent ending up in spam.


Check out this article here on the 2024 Google & Yahoo update regarding this: https://www.fgfunnels.com/2024-google-yahoo-email-update.


Head here to learn how to set up a dedicated sending subdomain.

Best Practices for Subscriber List Health & List Collection

This is important but we highly recommend making sure you’re all set with the aspects above before spending time here. Here’s a few key factors to check:


  • Ensure everyone on your list has subscribed to your communications ( Make sure they have given you permission to send email marketing to them ). You can add subscription information to forms on your websites and funnels, and include a checkbox, to explicitly ask for permission to send email communication to contacts.

  • Make sure your contacts have multiple options to opt-out / unsubscribe if they are no longer interested in receiving your emails.

  • Consider Using a Double Opt-in
    • The easiest way to do this is to set up a double opt-in system. When a user signs up for your email marketing, you need to send a follow up email to confirm their subscription. This helps ensure contacts are opted in if they actually want to be opted in to receive your communications.
    • This can be done in using a workflow. When a subscription form is filled out, a confirmation of subscription email is sent. When the link in the email is clicked, then the contact will be added to your marketing list.
    • Here is our support article going over how to create a double opt-in

  • Secure your forms with reCaptcha

A couple last pieces of advice about emailing…

  1. Don't use excessive amounts of links in your email. And when you do add a link, add it as a hyperlink, not as the full URL.
  2. Watch for words that trigger spam filters. This helpful blog post explains what words tend to alert email service providers.
  3. Email your list regularly, and write emails that are full of value and get clicks and more importantly, replies!
  4. Do NOT email people who you have not gotten permission to email.
  5. One of the best things you can do is to set up an automated welcome sequence or nurture campaign when people opt in. This ensures you're sending out small amounts of emails every day (email inboxes like this, they don't like big random blasts of emails after not hearing from you for weeks).
  6. One of the ways you build your reputation with email is to get opens. To do that, you need amazing subject lines. So work on your copywriting skills as much as possible, because subject lines (and the first sentence of your email) are critical.
  7. I know people love pretty newsletters, but the more the email feels like a note from a friend, the better. Only use images and gifs if you absolutely have to.

Best Practices for Words to Consider Before Using

Below are some words and phrases that spam filters often view as red flags. Context will also assist, if you utilize only one or two of the words or phrases below, have a low bounce rate, and take other actions to ensure your emails comply with non-spam policies, you’ll be all set. 


Words that make promises too good to be true:

  • #1
  • 100% more
  • 100% free
  • 100% satisfied
  • Additional income
  • Be your own boss
  • Best price
  • Big bucks
  • Billion
  • Cash bonus
  • Cents on the dollar
  • Consolidate debt
  • Double your cash
  • Double your income
  • Earn extra cash
  • Earn money
  • Eliminate bad credit
  • Extra cash
  • Extra income
  • Expect to earn
  • Fast cash
  • Financial freedom
  • Free access
  • Free consultation
  • Free gift
  • Free hosting
  • Free info
  • Free investment
  • Free membership
  • Free money
  • Free preview
  • Free quote
  • Free trial
  • Full refund
  • Get out of debt
  • Get paid
  • Giveaway
  • Guaranteed
  • Increase sales
  • Increase traffic
  • Incredible deal
  • Lower rates
  • Lowest price
  • Make money
  • Million dollars
  • Miracle
  • Money back
  • Once in a lifetime
  • One time
  • Pennies a day
  • Potential earnings
  • Prize
  • Promise
  • Pure profit
  • Risk-free
  • Satisfaction guaranteed
  • Save big money
  • Save up to
  • Special promotion

Words that may pressure or create urgency for your leads:

  • Act now
  • Apply now
  • Become a member
  • Call now
  • Click below
  • Click here
  • Get it now
  • Do it today
  • Don’t delete
  • Exclusive deal
  • Get started now
  • Important information regarding
  • Information you requested
  • Instant
  • Limited time
  • New customers only
  • Order now
  • Please read
  • See for yourself
  • Sign up free
  • Take action
  • This won’t last
  • Urgent
  • What are you waiting for?
  • While supplies last
  • Will not believe your eyes
  • Winner
  • Winning
  • You are a winner
  • You have been selected

Words that may seem shady or lead to unethical behavior:

  • Bulk email
  • Buy direct
  • Cancel at any time
  • Check or money order
  • Congratulations
  • Confidentiality
  • Cures
  • Dear friend
  • Direct email
  • Direct marketing
  • Hidden charges
  • Human growth hormone
  • Internet marketing
  • Lose weight
  • Mass email
  • Meet singles
  • Multi-level marketing
  • No catch
  • No cost
  • No credit check
  • No fees
  • No gimmick
  • No hidden costs
  • No hidden fees
  • No interest
  • No investment
  • No obligation
  • No purchase necessary
  • No questions asked
  • No strings attached
  • Not junk
  • Not spam
  • Obligation
  • Passwords
  • Requires initial investment
  • Social security number
  • This isn’t a scam
  • This isn’t junk
  • This isn’t spam
  • Undisclosed
  • Unsecured credit
  • Unsecured debt
  • Unsolicited
  • Valium
  • Viagra
  • Vicodin
  • We hate spam
  • Weight loss
  • Xanax

Words that are often seen as jargon or legalese:

  • Accept credit cards
  • Ad
  • All new
  • As seen on
  • Bargain
  • Beneficiary
  • Billing
  • Bonus
  • Cards accepted
  • Cash
  • Certified
  • Cheap
  • Claims
  • Clearance
  • Compare rates
  • Credit card offers
  • Deal
  • Debt
  • Discount
  • Fantastic
  • In accordance with laws
  • Income
  • Investment
  • Join millions
  • Lifetime
  • Loans
  • Luxury
  • Marketing solution
  • Message contains
  • Mortgage rates
  • Name brand
  • Offer
  • Online marketing
  • Opt in
  • Pre-approved
  • Quote
  • Rates
  • Refinance
  • Removal
  • Reserves the right
  • Score
  • Search engine
  • Sent in compliance
  • Subject to…
  • Terms and conditions
  • Trial
  • Unlimited
  • Warranty
  • Web traffic
  • Work from home