Spam. It’s a pain in the can, but what can you do to prevent your emails from ending up in the dreaded spam folder?

Thankfully, there are a number of ways you can ensure your emails arrive at the right destination (aka your subscriber’s main inbox). All you have to do is stick to email best practices, such as sending emails with valuable content and setting honest expectations for new subscribers.

For more details on these best practices and others, check out the latest episode of AWeber Quick Tips:

Read on for the full transcript:

Olivia (O): Hey I’m Olivia.

Monica (M): And I’m Monica. Welcome back to AWeber Quick Tips.

O: So today we’re going to take a quick couple of minutes, and talk about how you can send emails that don’t get caught in your subscribers spam folders.

M: They are the worst.

O: As an email marketing company that likes to.. ya know, send emails, we understand how important it is to stick to email best practices to avoid getting flagged as spam.

M: It’s a common issue many email senders struggle with, so don’t feel bad if it’s a recurring issue. After today, you’ll be well on your way to creating emails people love.

O: So let’s jump to it – here are 4 best practices to prevent your emails from getting trapped in the spam folder.

M: Best Practice Tip #1: Set clear expectations

O: Your subscribers should have an idea of what to expect from your emails before they even sign up to your list. That might sound kinda obvious, but you’d be surprised how many people miss this first step.

M: That’s right. Your sign up forms and welcome email should clearly explain the benefit of your campaign, including the kind of content you’ll be sending (such as blog updates or newsletters) and how frequently you’ll be emailing (like daily or weekly).

O: By setting your subscribers’ expectations, they’ll know exactly what they signed up for – so there shouldn’t be any surprises. As a result, they’ll be more likely to view your emails as valuable instead of spammy.

M: Best Practice Tip #2: Follow through with your promise

O: If you tell subscribers that you’re going to send them blog updates every week, be sure to follow through.

M: Delivering the content and email frequency you promised is essential to developing trust with your subscribers and proving that you and your emails provide value.

O: If you don’t, you risk breaking that trust, which means they’ll flag you as spam in a heartbeat.

M: Best Practice Tip #3: Maintain a healthy list

O: As your list grows, you might find that you have inactive subscribers. They don’t click any links, they don’t open your emails – they just kinda ignore you altogether.

M: But what should you do with those inactive subscribers?

O: Remove them.

M: That’s right – if someone hasn’t opened an email in the last 6 months, there’s a good chance he won’t open any other email in the future. If anything, he might mark your emails as spam.

O: Removing inactive subscribers not only helps lower your risk of a spam complaint, it also helps you get a more accurate view of your email performance. And that’s always a great thing.

M: So that’s it for today – let’s quickly recap the email best practices that’ll keep you out of the spam folder: Manage expectations and be clear about the content and frequency of your emails, deliver on those expectations with valuable content.

O: Keep your unsubscribe link clearly visible for those who want to be removed from your list and maintain a healthy list by regularly removing inactive subscribers.

M: Have a question? Send us a tweet to @aweber.

O: For more quick tips videos and other digital marketing tips, be sure to sign up to our blog email list.

M: Thanks for joining us, we’ll see you next time!