How to Best Avoid Email Spam Filters

Send emails from a private domain

As best practice, we recommend always using an email address from a private domain (e.g., instead of a public domain (like,, etc). Many email service providers have policies designed to prevent email phishing and spoofing which reduces the likelihood of your emails being delivered to your leads and members. It also looks more professional to have a customized domain name. 

Set up a custom Sender Authentication with InTouch

Custom Sender Authentication works by 'giving official approval' to InTouch's email servers to send email on behalf of your email domain. To set this up, you'll first need a private email domain name and access to your Domain Name Settings (DNS). A DNS is where you buy and manage your domain name (e.g.,, like GoDaddy; it's not the software you use to build your website. Then contact InTouch Support about setting up a custom Sender Authentication. We will then create some custom code (via CNAME records) in our email provider and provide those to you to add into your DNS. 

Avoid trigger words

Spam filters are more likely to reject an email if it contains any of the following words in the subject line (or even in the body of the text):  Business, Cash, Cheap, Congratulations, Credit, Deal, Discount, FreeGuarantee, Obligation, Offer, Opt, Opportunity, Outstanding, Payoff, Price, Promo, Promotion, Rate, Refund, Sales, Save, Shop, Spam, Spree, Subscribe, Win, Winner, Winning, and Won. Make sure you steer clear of them.

Keep the format simple

Avoid the use of background colors, large or unusual fonts, or more than one font. In other words, don't make your email look like an advertisement or a brochure. Put the emphasis on content rather than trying to dazzle the recipient with special effects.

Use graphics sparingly

Many spam filters assume that any message that contains more than one or two small graphics is probably adult content and will block it.

Spam filters are wary of link-laden messages because spammers tend to scatter links around their messages, hoping that the reader will click on at least one. A better approach is to have the "next step" be a return email, but if you want the the recipient to click somewhere, have only a single link, placed prominently. Obviously, none of the above guarantees your  email won't get filtered out, but it does increase your chances. Needless to say, the content should be short, sweet, and to the point. There's little point in getting through the spam filter if the email doesn't communicate to the person who's reading it.

Use a Spam Checker

You can use a free online Spam Checker to see if your email contains any of the spam filter triggers.

Create a unique subject title

In your email subject line, include something unique such as your club name.