Email Best Practices to Prevent Spam Complaints

 In Email Deliverability

Circumvent Spam Complaints through Best Practice

In the email marketing world, the key of deliverability is permission, without which you might get reported for abuse. Following are some of the email best practices to prevent spam complaints, and maintain the best deliverability.

1. Opt-in method

email best practices - doube opt in

It is always the best practice to build your list with the user’s permission, so choose a double opt-in method for subscriptions, and avoid false or invalid email addresses landing on your list.

There is single opt-in method, which can be used according to your business need, and is still permission. But it does not provide you with any reassurance that the email address is valid - either through a mistake made by the user or a fraudulent transaction.

2. Don't use a Purchased/ Rented list

email best practices - no purchase data

It is not a good practice and it is against our terms of use, It not only results to bad addresses which lead to high bounce rates but increased abuse rates can damage and get your domain listed in blacklist as spammer. This causes damage to your brand, and will not help your business grow. It is always advisable to grow your list organically.

Why? Because the email addresses on the list are considered opted in to the owner of the list - and you can't buy or rent ownership of an email address.

3. Be Compliant with CAN-SPAM Act or other local regulations

email best practices - CAN SPAM act

  • Don’t use false or misleading header information
  • Don’t use deceptive subject lines
  • Identify the message as an ad
  • Tell the recipient where you are located
  • Tell the recipients how to opt-out of receiving future emails from you
  • Honor opt-out requests promptly
  • Monitor what others are doing on your behalf

4. Avoid Spam Traps

email best practices- avoid spam traps

Spam traps are the email addresses that no longer exist, which could be very old email address on your list which are no longer in use. ISP's such as Gmail, AOL and Yahoo! take dormant email addresses and use them as a way to trap people who are not following guidelines or regulations.  Maintain your list, clean of invalid or old email addresses that have not responded or opened emails for a long time.

5. Avoid sending large attachments and images

email best practices - do not send large attachment emails

When you send emails with large attachments that exceed the message size limit for either your or the recipient's mail server, the message will be returned to you and not delivered or might turn into spam. To avoid exceeding the maximum message size limits, you should optimize the size of pictures and attachments. Include text version in case of HTML content.

Make sure your DKIM, SPF, sender-id, domain keys are set up properly.


See that you follow email best practices when you are sending promotional emails or email newsletters. Evaluate the results. If you observe that a specific email marketing campaign is generating a large number of unsubscribes or complaints than normal, make sure to analyze the mail you sent and track down the cause. Track over long periods of time, to observe longer term trends. And continue to improve your email performance, through testing.

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