Prerequisites
Before getting started, ensure you have:
A verified sending domain
Proper opt-in consent from recipients
A compliant unsubscribe process in place
Clean and active email lists (no purchased lists)
Access to domain reputation tools (ex: Google Postmaster)
⚠️ Important: Failure to comply with spam laws can result in severe fines and blocked sending domains.
What is Spam and How is it Detected?
Spam refers to unsolicited bulk email, also known as UBE (Unsolicited Bulk Email).
Spam is detected through:
Spam filters, which scan emails against common criteria
Email firewalls, which can block your IP/domain entirely after repeated spam complaints
If your email is flagged often, providers may automatically send all future messages to Junk.
Spam Laws
Unintentional spam-like campaigns can harm your brand reputation and create legal risk.
Two major regulations include:
CAN-SPAM (United States)
CASL (Canada)
CAN-SPAM (United States)
CAN-SPAM stands for the Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003 and is enforced by the FTC.
Transactional emails are exempt, but marketing emails must comply.
Penalties
Non-compliance penalties can reach:
$43,792 per email violation
Multiple organizations involved in sending may all be held responsible.
How to Avoid Violating CAN-SPAM
Commercial emails must meet these 7 requirements:
Keep header information accurate
Use honest subject lines
Clearly disclose the email is an advertisement
Include a valid physical business address
Provide a clear opt-out option
Honor opt-outs within 10 business days
Ensure any third-party tools you use are compliant
CASL (Canada)
Canada’s Anti-Spam Legislation (CASL) is one of the strictest anti-spam laws worldwide.
CASL requires opt-in consent before sending commercial messages.
Penalties
Violations can result in fines up to:
$1 million per violation (individuals)
$10 million per violation (corporations)
Victims may also sue if harm is proven.
How to Avoid Violating CASL
CASL requires:
Clear sender identification (name, address, contact info)
Consent records (express or implied)
Easy unsubscribe options
Opt-out honored within 10 business days
Express consent = direct opt-in
Implied consent = based on purchases or inquiries (expires after 6–24 months)
Spam Filters and How to Avoid Them
While filters vary, these best practices are widely accepted.
How to Improve Deliverability and Avoid Spam Filters
1. Boost IP Address Reputation and Sender Score
Mailbox providers assign a Sender Score based on your sending behavior.
If your IP is new, you should perform IP warming.
IP Warm-Up Plan
Weeks 1–2
Send only to subscribers active within the past 30 days
Weeks 3–4
Expand to subscribers active within the past 60 days
Weeks 5–6
Expand to subscribers active within the past 90 days
Consistency in volume and low complaint rates speeds up reputation building.
2. Maintain Strong Domain Reputation
Domain reputation reflects your history of engagement and trust.
What affects domain reputation?
Domain age
Website activity
Link quality
Content trustworthiness
How to check it:
Use tools like Google Postmaster for Low–High reputation scoring.
How to improve it:
Use authentication protocols
Send from a dedicated subdomain
Maintain balanced sending frequency
3. Keep Bounce Rates Low
Hard bounces reduce sender reputation.
Best practice: Regularly clean your email lists and use bulk email verification tools.
4. Ensure Metadata is Accurate
Metadata includes:
From
To
Date
Subject
AIQ recommends personalizing recipient fields using macros instead of raw email addresses.
Misleading subject lines or sender info can violate both CAN-SPAM and CASL.
5. Remove Excess Code
Messy HTML (broken tags, incomplete formatting) increases spam risk.
Keep templates clean, simple, and validated.
6. Tailor Content to Boost Engagement
Segmentation improves engagement.
Studies show:
72% of consumers prefer personalized messaging over generic emails.
Send content based on customer preferences and behavior.
7. Provide High-Quality Email Content
Avoid spam triggers by focusing on:
Descriptive link text (no naked URLs)
Working links
Balanced image-to-text ratio
Mobile-friendly design
Correct spelling and grammar
Avoiding spam trigger words (“Act now!”, “100% free”, etc.)
8. Properly Format Emails
Avoid formatting that looks spammy:
ALL CAPS
Multiple exclamation points
Too many colors
Too many fonts or sizes
Image Recommendations
Before uploading images to AIQ, follow these guidelines:
Format
Use PNG, JPG, GIF, or WEBP.
Alt Text
Always add alt text for accessibility and download issues.
High-Definition Screens
Use higher resolution images to avoid fuzziness on retina displays.
Color Mode
Save images in RGB, not CMYK.
Image Size
Recommended max file size: 1MB
Email template width: 600px
Image Width Guidelines
Content Type | Max Width |
Full-width section image | 564px |
2-column images | 264px |
3-column images | 164px |
Padding defaults to 10px but can be removed for edge-to-edge images.
Troubleshooting
Issue: Emails landing in Spam
Solution: Improve sender reputation, reduce bounce rate, verify domain
Issue: High unsubscribe or complaint rate
Solution: Segment lists and send more relevant content
Issue: Domain blocked by firewall
Solution: Review sending practices and remove low-quality lists immediately
FAQ
Do I need consent to send marketing emails?
Yes — CASL requires opt-in consent, and CAN-SPAM requires opt-out compliance.
How long does IP warming take?
Typically 4–8 weeks, depending on engagement and complaint rates.
Need Help?
If you need assistance, reach out to AIQ Support anytime via the chat widget within your AIQ Dashboard.