How to prevent your email from being marked as spam

Spam is defined as an email sent to a large number of recipients, where the recipients have not explicitly given permission to be emailed and the purpose of the email is to solicit a commercial action, eg. selling a product.

Mail servers use spam filters in an attempt to prevent spam from reaching your inbox. These filters use a variety of filtering techniques to determine whether an email is spam or not. Many of these spam filter ‘rules’ are based on words or characters commonly used in spam.

These techniques are dynamic and adapted regularly as spam emails evolve in an attempt to bypass these filters. For this reason, there’s no one complete list of rules to guarantee that email will pass spam checks. There are, however, some best practices you can follow to lessen the chance of your email inadvertently being classified as spam.

Note: If legitimate emails are being incorrectly marked as spam by our spam filters (i.e. false positives), please whitelist these email addresses by using  the Whitelist tool in konsoleH. We are working to have this tool accessible in the xneelo Control Panel in future. 

Email best practice


  • Using all capitals in your subject and body.
  • Using punctuation in the subject line
  • Using excessive punctuation in the body, eg. punctuation!!??
  • Substituting letters with numbers, eg. w3b h0sting
  • Gaps between the letters in words, eg. l e t t e r s
  • Using many different font colours in your email or large font sizes.
  • Using gimmicky words or phrases commonly found in spam emails, eg: Click Here, Buy Now, As Seen On, Money Making, Get Paid, Make Cash, Pre-Approved, Hot Deal, Satisfaction Guaranteed, Lowest Prices, Save Big, etc.
  • Using shortened URLs (web links) in your email body, eg. or
  • Adding a large number of URLs (web links) to the email body.
  • Using rude language or poor spelling.

Good practice

  • Include a text version of your email if you’re sending an email in HTML format.
  • Maintain a good text to image ratio, ie. for every image include at least two lines of text.
  • Ensure your IP address is not listed on a spam blacklist.
  • Add an accurate SPF or DKIM DNS record to your domain.

There’s still a chance that a legitimate email you’ve sent ends up in the recipient’s junk or spam folder, even when following best practices. Spam filter administrators do not publicise their filtering techniques in a bid to stop spammers from circumventing spam filtering.

We advise following up with your email recipient if you do not receive a response from them within an expected time frame