Use the following simple tips to avoid getting spam complaints:
- Your sign-up forms should set clear expectations about what subscribers are signing up for, especially if you have sub-brands or different product lines, or affiliate offers that they could receive emails from.
- Use a double opt-in list to stop fake signups, typos, and bots from getting your emails. Confirmed opt-in also gives you a high-quality list.
- You should always send a confirmation message to ensure that a subscriber understands that they just signed up to receive emails from your brand, and set clear expectations about what type of message/content they can expect from you going forward.
- Never buy, rent, or borrow subscriber lists, as these are unpermissioned and very likely lead to high spam complaints and spam traps.
- Be sure to use a recognizable “From” name that aligns with your company/brand. Be careful about overusing "Friendly From," and be sure to be clear about who is sending the message.
- Don’t overwhelm your subscribers by sending too many emails.
- Avoid sending unexpected email content. When people start getting unexpected, irrelevant messages they don’t want, they’re more likely to mark emails as spam. For example, maybe someone subscribes to your newsletter. But then they also start getting multiple third-party promotions a week, and they’re not at all interested in the types of products you’re promoting.
- Try to avoid “spammy” or non-relevant subject lines. Instead, craft subject lines that align with your audience's wants and needs.
- Monitor and adjust your list based on subscriber engagement. Avoid emailing subscribers that have not opened or clicked in a while (~over 3 months of no open or click activity).
- Ensure your unsubscribe link is easily accessible.