This is an excerpt from the Ultimate Guide to Deliverability. Download the guide to get a complete understanding of what it takes to reach the inbox.
There are countless articles on the web entitled, “How to Avoid Spam Filters.” The problem with most of these articles and their advice is that they’re based on the false premise that it’s even possible to avoid spam filters.
Spam filters are part of the process. If you send email, it will be filtered—either to the inbox, a categories tab, a spam folder, or it will be blocked completely. Filter technology plays a massive role in the success of your email campaigns. That’s why, at Return Path, we encourage our clients to embrace spam filters, learn how they work, and understand how mailbox providers use them.