Published at: 2026-10-12
Avoid spam classification
Overview
Improve email content and sending practices to reduce spam complaints and protect your sending reputation.
Before you begin
- Prepare email content and recipients who submitted a form or subscribed.
- Include an unsubscribe option in your marketing email.
Review your sending practices
- Use permission-based sending. Send after a customer submits a form or subscribes. Avoid sending to recipients who have not registered. Spam complaints, unsubscribes, and invalid addresses reduce reputation.
- Use a clear subject. The subject must match the body. Keep it concise and vary it between messages. Avoid greetings, excessive punctuation, all caps, and sensitive promotional words.
- Keep the body professional. Avoid spam trigger words, excessive promotional claims, unusual punctuation, and too many links. Keep colors simple and the content readable. Combine text and images; avoid image-only or text-only messages. The documented recommendation is to keep images to no more than 20% of the content.
- Personalize the content. Update the content instead of repeatedly sending identical messages to every recipient.
- Choose an appropriate time. The recommended window is 10:00–20:00. There is no mandatory sending time. Consider sending business email early in the work week.
- Include an unsubscribe button. Add the unsubscribe option at the bottom of every marketing email.
- Improve opens and reduce complaints. Low opens and high complaints are important signals that email service providers use to block messages. Monitor these metrics and improve your content.
Review sensitive wording
Common sensitive terms include free, discount, promotion, giveaway, payment, sales opportunity, and group invitations, including WeChat groups.
Avoid exaggerated claims such as “You won!”, “Act now!”, “You were selected!”, and “Special offer!”. Avoid unprofessional language and terms related to gambling, lending, document fraud, politics, or military matters. Do not use mailbox-provider or marketplace names as marketing bait.
Expected result
Your message includes an unsubscribe option and follows the recommended content and sending practices. Review opens and complaints after sending to guide further improvements.