SPAM. What is it – and how do I avoid sending it out? By definition, SPAM is irrelevant mail sent to a pile of recipients who are not interested in receiving it. One such example could be if someone had purchased a list of email addresses and then starting sending out advertisements without their consent. At MarketingPlatform, we strongly oppose this kind of practice, and we do not allow our customers to make use of purchased lists.

The problem with SPAM has existed for many years, and so back in 2003, a so-called CAN-SPAM Act was made that would fight against spammers. This law also revealed that a violation of it would result in a fine of $11,000 per violation – that is, for each email address on the list. As a result of this, many so-called spammers who have deliberately or unconsciously violated the law have been sued with huge fines.


Among the rules in the CAM-SPAM Act were the following:

  • Do not use false or misleading information in the header information. That is, when using “from,” two “and” answer-to “, they should always reflect the correct sender.
  • Do not use misleading text in the subject field. The subject must clearly represent the contents of the mail and without false information.
  • If the mail contains advertisement, the recipient should never be unsure that it is.
  • Tell the recipient of the newsletter where you are physically located. For instance, the address of the company. This also helps to ensure the security of the recipient of the newsletter.
  • Make it visible and clear that if the recipient wishes to opt-out of the newsletter, there is an unsubscribe button.
  • If you wish to unsubscribe from the newsletter, it should be done immediately and no later than 10 days. When unsubscribed, you must not sell his or her email address, or provide further information.
  • Keep an eye on what others are doing on your behalf. That is, if you have an external company to handle your mailings, you are still legally responsible.
  • The above may seem obvious, but is nevertheless a very good summary of what SPAM is and how to avoid it.

SPAM filters

The SPAM filters are responsible for sorting the mails from which they do not consider relevant to the recipient. They look at a wide variety of factors and provide a total score that determines whether your mail is sent to the inbox, specific folders within it, or directly into the spam folder. The different spam filters work differently and have different ways to calculate whether your mail can be classified as SPAM. That is, your mail may come through one SPAM filter, while another SPAM filter will end up sorting your mail from.

The filters are gradually becoming smarter as they learn from your behavior. For example, if you have marked an email as SPAM after you have received it in the inbox. Some SPAM filters even communicate and share data to constantly become wiser on what types of mails can be classified as SPAM.
One of the things that can “flag” your content as SPAM is if someone with the same IP as you have sent an email that has been classified as SPAM. You may thus be punished for other mail senders actions despite complying with all the rules on your part. It is for the same reason that we at MarketingPlatform are very aware if we have customers who send out SPAM, as it may affect other clients’ ability to send mail.

If bad code has been used in your newsletter, it may also be flagged as SPAM. An example of this may be content copied directly from Word.
If possible, try personalizing the content in the mail by automatically inserting the recipient’s name so that the SPAM filters can see that you actually know the person to whom you send the mail.

Email firewalls

It is not only the SPAM filters that are responsible for whether your mail reaches the inbox. An email firewall works in many ways as a SPAM filter, and reacts in that way they perform an action based on rules set by the email server. Email firewalls, like SPAM filters, can communicate with each other to identify unwanted content and sort it from.

A server learns to know SPAM if your recipient of the mail ends signing up to SenderBase. This is the world’s largest network for monitoring emails. Thus, it is true for all email providers to investigate all cases of reporting so that they can be sorted out in the senders who send out SPAM. Once you have been notified to SenderBase, you will remain on the surveillance list. This happens in order not only to switch to another mail provider, and from this it continues to send SPAM. The different email firewalls will then know ahead of time that they will sort everything from with your name.

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