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How to avoid spam filters when sending email campaigns

Best practices to improve deliverability and protect your sender reputation

Sending email campaigns through Invelo is a powerful way to reach your leads—but without the proper setup, your emails may end up in spam folders. This guide outlines key best practices to help ensure your emails land in the inbox, maintain a strong sender reputation, and maximize engagement.

1. Authenticate your domain (Most Important)

If you are sending emails from a custom domain (e.g., you@yourcompany.com), proper authentication is essential.

Set up the following DNS records:

  • SPF (Sender Policy Framework): Authorizes email servers (like Google) to send emails on your behalf.
  • DKIM (DomainKeys Identified Mail): Adds a digital signature to your emails to verify authenticity.
  • DMARC (Domain-based Message Authentication): Instructs receiving servers on how to handle unauthenticated emails.

To configure DKIM in Google Workspace:

  • Navigate to: Apps → Google Workspace → Gmail → Authenticate Email
  • Generate your DKIM record and add it to your domain’s DNS
  • Enable DKIM after verification is complete

Note: Without proper authentication, your emails are significantly more likely to be flagged as spam.

2. Avoid sending from a personal Gmail address

Using a standard @gmail.com address for bulk outreach is not recommended.

Limitations include:

  • Lower daily sending limits
  • Lack of domain-level authentication
  • Increased likelihood of spam filtering

Best Practice:
Use a custom domain email through Google Workspace (e.g., name@yourcompany.com) for improved deliverability and credibility.

3. Warm up your email account

If your email account is new or has not been used for outreach:

  • Start with 20–50 emails per day
  • Gradually increase volume over 2–3 weeks
  • Encourage replies to your emails to build trust with inbox providers

Important: Sending a high volume of emails immediately (e.g., 500+ on day one) can negatively impact your sender reputation.

4. Stay within sending limits

Be mindful of Gmail’s sending thresholds:

  • Approximately 500 emails/day for standard Gmail accounts
  • Up to 2,000 emails/day for Google Workspace accounts (may vary)

Exceeding these limits may result in:

  • Blocked or delayed emails
  • Temporary sending restrictions
  • Reduced deliverability over time

5. Maintain a clean contact list

Before importing contacts into Invelo:

  • Remove invalid or outdated email addresses
  • Avoid using purchased or scraped lists
  • Focus on sending to targeted, relevant leads

High bounce rates and low engagement are strong indicators of spam behavior and can harm your domain reputation.

6. Optimize email content

Even with proper technical setup, email content plays a critical role in deliverability.

Avoid:

  • Excessive capitalization (e.g., ALL CAPS)
  • Overuse of links
  • Trigger words like “FREE!!!”, “URGENT”, or “ACT NOW”
  • Image-only emails with little to no text

Recommended:

  • Personalize emails (e.g., name, property details)
  • Use a natural, conversational tone
  • Format emails in a simple, plain-text style

7. Configure “Send As” settings properly

If you are using an email alias in Gmail:

  • Verify the alias under: Gmail → Settings → Accounts → “Send mail as”
  • Ensure emails are sent through your domain’s SMTP server (not an external relay)

Proper configuration helps maintain authentication and improves trust with email providers.

Pro tip for Invelo users

When using Invelo for email outreach:

  • Start with smaller email sequences
  • Test deliverability before increasing volume
  • Combine email with SMS and call strategies for better overall results

By following these best practices, you can significantly reduce the likelihood of your emails being marked as spam and improve the effectiveness of your campaigns in Invelo.