6 Email Marketing Tips For Small Businesses

Team Pepper
Team Pepper
Posted on 27/12/216 min read
6 Email Marketing Tips For Small Businesses

Table of Contents

  • Email Spam Filters And Spam Traps
  • Six Brilliant Marketing Tips To Avoid Email Spam
  • Key Takeaways
  • Conclusion
  • FAQs

Email may help small businesses and customers form long-term, productive connections when used correctly. It’s a proven fact that email has the potential to produce the highest ROI (Return on Investment) of any marketing channel. 

If you’re in the email marketing business, more often than not, the constant worry of your emails going to spam keeps you on edge. Studies have proved that one out of every five emails does not make it to the inbox. Here, we outline some tried and tested email marketing tips to increase sales.

After investing lots of time and effort into crafting your business emails, you certainly don’t want it to go to waste. But that is the case every single time when an email gets filtered into a subscriber’s spam folder.


Therefore, it is inevitable to consider spam traps, spam trigger phrases, spam filters, and anti-spam legislation while drafting your emails to avoid being sent to spam. We need to have basic knowledge about these terms, understand how these work, and most importantly, apply the top email marketing tips to avoid our emails from falling into the junk folder.

Email Spam Filters And Spam Traps

Email spam filters

Email spam filters are software programs that can detect spam email trends. They can detect unsolicited, undesired, and virus-infected emails and prevent them from reaching inboxes. Internet Service Providers (ISPs) utilize spam filters to ensure that they are not delivering spam. Spam filters are also used by small and medium-sized business organizations (SMBs) to protect their employees and networks.

Spam filtering applies to inbound (email that enters the network) and outgoing (email that exits the network) emaiI. ISPs use both strategies to protect their clients. Inbound filters are usually the focus of SMBs.


Email spam traps

A spam trap is an email address used to track, identify and monitor spam email. It’s also a honeypot because it employs a fictitious email address to lure spammers. ISPs use spam traps, antispam organizations, blocklist providers, and enterprises to monitor and minimize spam traffic on their networks. The spam trap identifies the email address by analyzing all or part of it and deciding whether or not to classify it as a spam-sending address.


Six Brilliant Marketing Tips To Avoid Email Spam

For small businesses to run efficiently or foster sales, the email marketing process must completely adhere to the trending norms. Practically every major country has passed legislation restricting the use of spam emails.

This comprehensive guide will give you an insight into the dos and don’ts of focused email marketing and how to avoid spam traps and filters so that your emails safely reach the desired inbox. So, gear up to give your business the necessary and perfect digital marketing boost it requires to soar higher!

1. Use a well-known sender name

  • People prefer to open emails with a personal name in the ‘from’ box over generic addresses.
  • You risk having your email marked as spam if your address contains many strange characters, digits, or sounds suspicious. Therefore it’s a good idea to send emails from an email address that includes your name and or your brand name so that recipients can recognize you.
  • It’s always a good idea to use email addresses like [email protected] or any variation.
  • Changing your email address regularly will eventually confuse recipients, who will be tempted to classify you as spam.

2. Choose a trustworthy ESP (email service provider)

  • Use a trusted email provider at all times. All top providers take steps to prevent spammers from utilizing their platforms, ensuring your emails’ smooth deliverability.
  • The finest email marketing software suppliers will have built-in tools to help you avoid common spam triggers like not adding a physical address or utilizing a suspicious-looking sending email address.
  • Users of an ESP gain the confidence of clients if they send out valuable and relevant material and have high IP address scores.
  • Avoiding shady ESPs is essential, as their IP addresses are frequently blocked by trustworthy ESPs like Gmail, Yahoo! Mail, and Hotmail.

3. Update email lists frequently

  • Don’t buy email lists. It’s not just illegal in many countries but also typically contains out-of-date information, such as inactive or dormant addresses or recycled spam traps.
  • Subscriptions must be requested twice. Send your clients another email once they’ve subscribed, asking them to confirm that they want to receive communications from you. The double opt-in keeps your list neat, as well as your domain’s reputation spotless.
  • Request that your subscribers add you to their contact list. This is a basic way to get through spam filters. When a customer adds you to their address book, it tells your ISP that your IP address is whitelisted and that they wish to receive your emails. Include the whitelisting instructions in the first welcome email when someone joins your email list to ensure that all of your emails get this treatment.
  • Make unsubscribing as simple as possible by including an unsubscribe link or button in every email you send. As a result, you preserve your clients’ and ISP’s reputations and trustworthiness.
  • Pay attention to the subscribers who haven’t contacted you in a long time. If you observe that some of your subscribers are not opening, reading, or clicking on your emails, you should take action. Inactive subscribers may harm your company’s and domain’s reputation, directly impacting deliverability rates. So, either start a re-engagement effort or unsubscribe those who haven’t responded in a very long time.
  • Keep in touch with your subscribers regularly and search for ways to deliver value through your emails. Consistency and apt timing will help you earn your client’s trust.

4. Avoid use of heavy content

  • Avoid heavy content – such as video embeds in your emails –  as it is usually not supported by most clients. If you do insert them and they don’t show up or work properly, it will appear to your clients as sloppy and messy. This can tarnish your reputation.
  • If your marketing campaign requires your subscribers to see a particular video, it is better to include an image with a play button in your email, which will take them to that video on your website. Also, you can copy a link in your email, which would lead them to the media content on your website.
  • Embedding forms in your email copy is another red signal to spam filters. Forms provide a security risk and are typically not supported by most email clients. You can either post a link to the page you want them to visit or place a call-to-action button instead of using embedded forms.
  • Including many photos, especially large images, will lengthen the time it takes for your email to load, lowering your deliverability ratings. Microsoft Outlook, for example, does not recognize background graphics. Make sure to incorporate images only if necessary, relevant, and complementary to the content. If required, resize the photographs without losing their visual integrity.

5. Proofread emails for errors and spam words

  • Errors, poor layout, and grammar characterize spam emails. Every good email marketing campaign should include spell-checking and proofreading. Incorrect spelling and punctuation will undermine your reputation and make you appear unprofessional to your clients.
  • Also, pay close attention to the phrasing of your subject lines to prevent being captured in spam filters. The subject line should be crisp and relevant. Refrain from using many exclamation marks and capital letters.
  • Due to their affiliation with spam mail, some words and phrases such as ‘free,’ ‘best price,’ ‘cash,’ ‘make millions,’ ‘no obligation,’ etc., have been blacklisted.
  • Avoid using too many colors and multiple fonts in the message. It not only gives an amateurish look but might also serve as the reason for the email going into junk.

6. Deliver what you promise

  • The subject line presents the first impression of your email. Your message’s subject line is a promise of what you’ll say in your message. Always follow through on your promises.
  • Make no misleading promises in an attempt to persuade your recipients to open your email; don’t send spam emails or messages that would lead to consumers unsubscribing.
  • While your subject line should be witty and generate curiosity in the client’s mind, make sure it’s non-deceptive and matches what you’re offering in the email.

Key Takeaways

  • Proper assessment of the email lists can defeat spam.
  • An email name should give direct insight into the sender’s identity or the business.
  • Be sure that your subscribers want to hear from you.
  • Email lists that aren’t updated regularly or not obtained organically will contain a large percentage of invalid, expired, or non-existent email IDs.
  • Clever timing and correct email frequency are crucial for engagement with your target audience.
  • Content is king; keep it relevant, well-defined, and precise.
  • Proofread and edit your emails for clarity and compliance.


Emails are one of the most popular and preferred marketing tools worldwide. We can easily optimize the benefits by using simple email marketing guidelines. Now that you have a better understanding of why emails wind up in spam and what can be done to prevent them from doing so, we recommend that you religiously follow these email marketing strategies and see your business take flight.


1. What is email marketing?

Email marketing is a powerful marketing channel, a form of direct marketing and digital marketing, that uses email to promote your business, its products, or services.

2. How are spam emails filtered?

Incoming emails are analyzed for red flags that indicate spam or phishing content, and those emails are automatically moved to a different folder.

3. Can spam traps be unfavorable?

Despite their goal of blocking spam email addresses, spam traps can also unintentionally block valid, non-spam email addresses, harming the sender’s reputation and email deliverability. Spam traps can result in the sender’s domain list or IP address being blacklisted.

4. Who are dormant subscribers? Should they be deleted?

Dormant or inactive subscribers are defined as those that have not opened, clicked, or responded in any way to your emails in six months. Such inactivity may bring down the company’s domain reputation. If re-engaging with them is impossible, it’s better to unsubscribe from them. Also, it would be cost-efficient.

5. How do you engage with new subscribers?

– Firstly, send a welcome email.
– Grab their attention by using intelligent subject titles.
– Your message should be to the point, relevant, and of value to them.
– Keep them updated with what you have to offer.

6. What is a double opt-in?

It’s the reconfirmation by the subscribers about their registration via another email. It’s an assurance that they are interested in receiving mail from you.

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