Email Deliverability & Spam

We would like to share some information about spam in general, how we manage email deliverability and how you can help to make your emails more likely to get through to your recipient's inbox.

It's important to note that we don't have 100% control over which emails get through your recipient's spam filters.  We can do things to help and monitor the situation (which dramatically increase email deliverability rates), but ultimately the problem of legitimate emails falling into spam folders is one that we all constantly face.

What makes it worse is that mail servers often accept messages that they have no intention of delivering, because they don't want to give spam servers any help in determining if their spam will be delivered or not.

There are 2 points in the email system where spam may be filtered:

  1. When the email is accepted by the email server.  In this case the email is discarded immediately, without being placed in a spam folder.  This is less of a problem as measures such as SPF records and DKIM (DomainKeys) have been introduced and are used by FLG.
  2. When the email hits the user's email inbox (or to be more precise, hits the user's spam folder).  Preventing this type of filtering is more to do with the content and context of the email.  Please take a look at the advice further down in this article about spam filtering techniques.

Here is how we help with deliverability:
  • We subscribe to the 'feedback loops' (FBL's) of the main email service providers such as Yahoo! and Hotmail.  This means that they tell us when their recipients report FLG emails as spam.  This information is available in your account (we explain how to get it below).  We also monitor the ratio of emails that are reported as spam and take action where too high a proportion of a user's emails are marked as spam.
  • Unsubscribe links are automatically added to emails, If an email template is being sent in bulk or automatically (I.e. through bulk actions, workflows or as a lead event action).  If the {LEAD_UNSUBSCRIBE} variable is not found, an unsubscribe link will automatically be added to the bottom of the email. This template variable is replaced at the time of sending, so will show in its none substituted form when you view processed templates.  See our article on how to Customise the Email Unsubscribe Link.
  • Email addresses that fail are automatically unsubscribed.  Large amounts of email sent to invalid email addresses can cause mail servers to blacklist IP addresses, so we make sure this can't happen.
  • We follow email best practices, using DKIM (DomainKeys) and SPF records.  As long as you have 'receive and allocate email replies and bounces' selected in your user/site settings, messages are signed/certified with both SPF and DKIM (DomainKeys), and we also integrate with some email clients to add unsubscribe buttons within the interface for bulk/automated emails.   We also make sure that all our outgoing mail IP addresses have reverse DNS records.  All this means better delivery rates and trust for emails sent through FLG.
  • Over 100 email server blacklists and SenderScore is monitored regularly, and action taken to restore our reputation if necessary.
There's also some ways you can reduce the chance of email being marked as spam:
  • Simply asking your recipient to whitelist your email address is a simple thing that works well.
  • Many spam filtering techniques work by searching for patterns in the subject or body of messages filtering words such as "money back", "money", “offer”, “why pay more”, "cash back”, etc. so avoid common spam words to improve the delivery of emails.   Do a Google search for 'avoid spam filtering' and check your emails are compliant.

Getting Reports on Spam


Use the 'Email Delivery Summary Report' in the reports area to see how many of your emails are being marked as spam.

If you have email tracking switched on (Settings > Configuration > Email) you can also see statistics on opens, clicks, replies, etc..

Getting Alerts in Real Time for Unsubscribes, Clicks, Spam, etc..


Go to 'Settings > Lead Groups > Lead Types' and click 'edit'.  You can add actions for email related events, such as creating a task for the user when a recipient unsubscribes, or when a user clicks the 'spam' button.

For more information see our article on Using Email Events.

Feedback and Knowledge Base