This blog post was originally published on March 29th, 2020. It has recently been updated to provide more information.

It is also the second in a 3-part series on how to get your emails through the spam filter, so they land in your subscribers’ inboxes. The first blog post is all about the technical aspects of making your emails spam filter friendly. This post talks about using good content practices to deal with email spam filters.

In the same way that search engines judge your content for keyword relevance, internet service providers (ISP) employ email spam filters to look for email content that looks “spammy.”

Your email messages are already relevant to your subscribers. (They are, right? Otherwise, they shouldn’t be your subscribers.) But there are still ways your emails can inadvertently end up getting caught and shoved into the junk mailbox, never to be seen again.

Today, we’ll talk about 5 content best practices you should use when writing emails. Honestly, these are good practices regardless of whether you’re fighting with spam filters, but they’ll also help your email land in your subscribers’ inboxes.