How to craft legitimate emails and texts that won’t be flagged as spam

Today, even well-intentioned businesses face an uphill battle when it comes to having their emails and texts reach the right audience. With scams and hacking schemes more prevalent than ever, consumers have become hyper-vigilant, often deleting messages at the first sign of anything suspicious.

In our series on fraud, we discussed how to avoid social engineering attacks and prevent cybercrime. But as people are encouraged to scrutinize messages for red flags, your perfectly valid emails could end up in the trash if they so much as hint at spam or fraud.

Luckily, by taking a few extra steps, you can ensure your communications are as legit as your business. Here are some helpful tips on how to craft legitimate emails and texts that won’t be mistaken for spam.

Why do emails and texts get flagged as spam?

To make sure your emails and texts reach your audience, we first need to look at why some messages end up in the spam folder.

Spam detection happens in two main ways: automated filters and human judgment. Knowing what triggers each can help you craft messages that don’t just avoid spam traps, but actually engage your readers. Let’s break it down.

What are spam filters looking for?

Spam filters are the gatekeepers, sifting through incoming messages to keep unwanted or dangerous messages out of your inbox. Both Gmail and Microsoft Outlook, for example, use sophisticated filtering systems to evaluate incoming emails based on a variety of factors. Here’s what these filters analyze to decide whether your message lands in the inbox or the junk folder:

1. Language and content: Spam filters scan emails for “spammy” keywords and phrases. Examples include “free,” “winner” or “million dollars” and overly aggressive terms like “urgent” and “act now.”
2. Sender reputation: If your web domain name or IP address has been flagged for suspicious activity in the past, your messages are more likely to be filtered out. Platforms like Gmail also check whether bulk senders are authenticated and whether your domain has been verified.
3. Formatting issues: Poorly formatted emails—such as broken links, messy HTML or strange fonts—can appear suspicious, as well.
4. User feedback: When recipients flag emails as spam or indicate that they prefer not to receive messages from certain senders, spam filters learn from this behavior and adjust accordingly. On the other hand, positive engagement—like opening your email or moving it out of the junk folder—can boost your credibility.

When recipients flag you as spam

Getting past the automatic filters isn’t a surefire victory. Your recipient’s gut reaction to your message determines whether it gets opened, ignored or flagged as spam. Here’s what they’re watching for:

1. Unfamiliar or unclear sender information: If recipients can’t recognize your name, company or email address, they’re more likely to delete your email or text. Consider using email verifiers or email validity checkers to make sure you’re sending to the right addresses. This can help reduce bounce rates and the risk of being marked as spam.
2. Suspicious CTAs: Urgent calls to action without context—like a random “Claim your free gift now!”—are major red flags. Offers that sound unrealistic or too good to be true can also make your message look like a scam.
3. Generic or impersonal content: Messages that don’t feel like they’re written for the recipient—such as ones addressing the email username instead of their actual name—can come across as spam.
4. Errors in spelling or grammar: A message full of typos and awkward phrasings screams “fraud” to cautious recipients. Proofreading (ideally by someone other than the writer) is crucial. The writer knows what they planned to say and their mind sometimes tricks them into reading the intended word instead of the typo.

Now that you know how spam filters and recipients spot suspicious messages, you’re ready to tackle the next step—writing emails and texts that actually make it to the inbox.

5 tips for writing valid emails that stay out of the spam folder

Crafting legitimate emails isn’t rocket science, but it does require some extra attention to detail. Here are five practical tips to ensure your messages avoid the spam folder.

1. Use a recognizable sender name and address.

When your email lands in someone’s inbox, one of the first things they notice is the “From” line. If the sender’s name or address looks odd, chances are it’s headed straight to the trash or marked as spam.

To avoid this fate, use a professional email address tied to your business domain. Free email services like Gmail or Yahoo work for personal use, but they can raise eyebrows in professional settings.

You should also authenticate your domain by setting up SPF, DKIM and DMARC records. These three methods work together to verify that your email is legitimate and not being used by an unauthorized party:

1. Sender Policy Framework (SPF): Lists which servers are authorized to send emails on your behalf.
2. DomainKeys Identified Mail (DKIM): Adds a digital signature to your emails, proving they came from your domain and haven’t been altered.
3. Domain-based Message Authentication, Reporting and Conformance (DMARC): Ties SPF and DKIM together, letting you specify how to report and handle emails that fail authentication.

You should also strive to keep sender names consistent. Always include your brand name, even alongside team member names (such as “Jane from [Company Name]”), to make it easier for recipients to recognize your business in their inbox.

2. Craft a clear and relevant subject line.

Your subject line is another opportunity to make a good first impression. You want to grab attention without raising suspicion, so avoid subject lines that are too pushy, vague or hyperbolic. Here are a few common phrases and words in spam emails to avoid:

1. Act fast
2. Last chance
3. Free
4. Congratulations
5. 100% satisfied
6. 100% guaranteed

Instead, be clear, honest and provide any needed context. Be straightforward about the purpose of the email and keep it short. One study found that the optimal email subject line length was seven words (41 characters).

3. Personalize your email content.

When your content feels too generic, it can come across as impersonal and give the impression that you’re trying to cast a wide net, hoping to hook anyone who’ll bite. People prefer messages that feel tailored to them—not ones that seem like a mass attempt to reel in the next target.

Personalized emails can make a big difference. Using the recipient’s name in the greeting or subject line is a good starting point. “Hey John!” feels much more personable than “Dear Valued Customer.” If possible, reference any past activity with your business, such as a previous purchase or inquiry, and tailor the content to their interests or needs.

4. Proofread for grammar and spelling.

Clean, professional language reassures your recipients that you’re running a legitimate operation, not a scam. As mentioned earlier, even the best content can lose credibility if it’s filled with typos or awkward phrasing. Proofread everything!

Additionally, avoid excessive emojis, which could make your message look unprofessional or like it’s from an email spammer. One or two emojis might be fine if they align with your brand voice, but overusing them risks giving off the wrong impression.

Similarly, be wary of using all caps. While you might think it emphasizes your message, it often comes across as shouting or overly aggressive, which can trigger filters and turn off recipients.

5. Include clear contact information.

Make it easy for recipients to verify who you are by including your business’s contact details, such as your address, phone number or website. This transparency helps build trust and shows recipients that you’re a legitimate business. When you’re open with this info, it signals that your message is coming from a real company, not an email spammer.

Some additional tips for texts

The tips above also apply to text messages, but there are a few things to keep in mind when sending SMS.

Text messages have a higher click-through rate than emails (6.1 percent versus 2.6 percent), but you need to be careful with your links. Since you’re limited in characters, use a shortened URL but make sure it’s branded so recipients can clearly see where the link will take them. For example, “yourbrandname.com/promo/” looks more trustworthy than a string of random characters.

Also, don’t forget about regulations like the Telephone Consumer Protection Act (TCPA), which requires you get consent from recipients before sending marketing texts. You’ll also need to include opt-out instructions and follow rules around message frequency and content. Staying compliant with these regulations keeps you on the right side of the law and also shows that you respect your recipients’ time and privacy.

Strengthen trust with legitimate emails and texts

Sending valid emails and texts takes a bit of extra care, but it’s definitely worth it. People are more cautious than ever, constantly on the lookout for phishing attacks and suspicious activity. By avoiding common spam triggers and following best practices, you’ll lower your chances of being flagged as spam, as well as build trust with your audience.