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- 2 min read

Strategies to Avoid Spam Filters and Increase Deliverability

Learn how to maximize your AWS SES email deliverability by successfully navigating through spam filters using Semplates.

Spam is the arch-nemesis of email marketing. Navigating spam filters successfully is key to ensuring your emails reach their intended recipients. With AWS SES and Semplates, you can design and deliver emails that not only look stunning but also maximize deliverability.

Understanding Spam Filters

Spam filters function like vigilant gatekeepers, meticulously evaluating every email that attempts to pass through. These filters use a set of criteria to decide the fate of an email - whether it should land in the recipient's inbox or be rerouted to the spam folder. Understanding the mechanics of these filters can empower you to craft your AWS SES emails in a way that increases their chances of reaching the intended recipients. Spam filters check multiple aspects of an email. For instance, they verify the sender's reputation, which is primarily based on their email sending history. If a sender consistently sends emails that recipients engage with positively (open, read, reply), their reputation improves. Conversely, if recipients often ignore their emails or mark them as spam, the sender's reputation suffers. Spam filters also evaluate the email's content. They match the subject line and email body against a database of spam-triggering words and phrases. If an email contains too many such elements, it risks being flagged as spam. Another important factor is recipient engagement. If recipients frequently open, read, and reply to your emails, spam filters interpret this as a positive signal. However, a high number of unopened emails, spam reports, or unsubscribes can negatively impact your emails' deliverability. By understanding these mechanisms, you can tailor your AWS SES emails to meet the criteria of spam filters, thereby enhancing their deliverability.

Building a Healthy Email List

A quality email list is the cornerstone of successful email marketing. Avoid buying or renting email lists as these recipients may not be interested in your content and could mark your emails as spam. Instead, focus on growing your list organically, which can lead to higher open rates and fewer spam complaints.

Use an Email Checker API

An email checker API is a tool that can verify the validity of email addresses in your mailing list. It does this by checking the syntax of the email, the existence of the email domain, and the activity of the mailbox. Some more advanced email checker APIs can also detect role-based email addresses, disposable email addresses, spam traps, and even run your email addresses through DNS-based blackhole lists and URI DNSBL checks to identify potentially harmful addresses​.

Crafting Non-Spammy Content

Creating high-quality content that provides value to your audience is crucial. Avoid practices such as using deceptive subject lines, excessive exclamation marks, or all-caps text. Instead, create engaging and relevant content that resonates with your audience and adheres to email best practices.

Testing and Improving

Always send test emails before launching your campaign. This allows you to see how your email behaves across different email clients and spam filters. Additionally, monitor your email campaign metrics regularly to identify areas of improvement and maintain a low spam score.


Successfully navigating spam filters is an essential aspect of effective email automation. With a solid understanding of how these filters work, a well-curated email list, high-quality content, and regular testing, you can improve the deliverability of your AWS SES emails. Remember, a higher email deliverability rate means more opportunities to connect with your audience, build relationships, and grow your business. With Semplates, you can easily create and manage stunning email templates, ensuring your emails not only look good but also make it to your recipients' inboxes. Unlock the full potential of AWS SES with Semplates and take your email marketing to the next level.

Create Great Email Templates on Amazon SES. Use Semplates.

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