December 6, 2024
Outreach
How to Use Spintax and Variables in Cold Emails
Learn how to use spintax and variables in cold emails to personalize at scale, boost engagement, and avoid spam filters.
Cold emails don’t work - that’s something you might have heard on LinkedIn, Reddit, or even from people around you. But it is also true that if done correctly, it can change your business (read life) forever.
For example, Md, Riad from Rank Wizards went on to grow their business by 189%. Justin Hillsbering, the founder of iClientCare, is running a successful lead gen agency by catering to 20+ clients every month. They’re helping their clients achieve as high as 26% response rates.
All these stories tell one thing—if you do it right, cold email can bring huge revenue. But these aspirations can come true only if you learn how to avoid spam filters and reach the inboxes of your prospects.
In this blog, you will find the ultimate cold email checklist to avoid spam folders.
Spam filters are tools that block unwanted or harmful emails from reaching your inbox. They check for spammy words, suspicious links, or fake sender details. Filters also look at the sender’s reputation and use smart technology to learn and improve. Good emails go through, while spam gets redirected or blocked.
Spam filters analyze incoming emails using a combination of techniques to determine whether a message is legitimate or spam. Here's how they typically function:
Examines the content of the email, such as subject lines, body text, and attachments, for keywords or phrases commonly associated with spam (e.g., "free money," "click here").
Some filters flag messages with excessive use of capital letters, exclamation marks, or suspicious links.
Reviews the email header, which includes metadata like sender information, IP addresses, and the route the email took to reach the recipient.
Emails with forged or incomplete headers may be flagged.
Evaluates the reputation of the sender’s domain or IP address. Domains with a history of sending spam or not properly authenticated (e.g., lacking SPF, DKIM, or DMARC records) are more likely to be blocked.
Low sender scores often trigger spam filters.
Monitors user behavior, such as marking emails as spam or deleting without opening, to refine the spam detection process.
Over time, filters learn from user preferences.
Uses statistical analysis to compare incoming emails to known spam and legitimate emails. This method helps determine the likelihood of a message being spam based on its content and structure.
Filters refer to blacklists (lists of known spam senders) and whitelists (approved senders) to allow or block emails accordingly.
Legitimate businesses use warm-up strategies to avoid blacklisting.
Checks attachments for malicious software, executable files, or suspicious content.
Some systems use "spam traps" (email addresses set up purely to catch spam) to identify and block spammers.
Modern spam filters employ AI and machine learning to continuously improve detection based on patterns and new spam tactics.
Follow the below tips to avoid spam filters in your cold email campaigns. Here’s the only deliverability checklist you need to follow before clicking the send button.
Don’t send cold emails from your main business email. Use an older, secondary domain instead. This keeps your main domain safe from getting flagged by spam filters and helps build a solid reputation for your cold outreach.
For example, Manyreach.com is our primary domain.
So, instead of manyreach.com, we might use getmanyreach.com, a secondary domain to send our cold emails.
Don’t overwhelm email servers by sending too many emails from a single address. Keep it to 30 emails per day per address if you’re using new senders and use multiple addresses. This way, it looks more natural and less likely to trigger spam filters.
To learn more about how to divide for your email volume, read this article How Many Cold Emails Can I Send a Day
Google Workspace is a great choice for sending cold emails because it’s trusted and reliable. Using this ESP lowers the risk of your emails being marked as spam, plus it offers useful tools to keep your emails running smoothly.
Setting up email authentication is key to showing email providers you’re legit. Make sure your domain is verified with MX records, SPF, DKIM, and DMARC. This lets email servers know your emails are coming from a trusted source.
Don’t go straight into sending hundreds of emails. Warm up your email addresses over 30 to 60 days by starting small and slowly increasing volume. This helps build trust with email providers, so your messages aren’t flagged as spam.
Sending emails to bad or outdated lists can hurt your reputation. Make sure your lists are verified and only target people who are actually interested in what you offer. This improves deliverability and engagement.
Keep your subject lines short and to the point. Long or vague subject lines can trigger spam filters. Aim for something that’s clear and catches the reader's attention without sounding too "salesy."
Skip the fancy formatting, big images, or lots of links. Send simple, text-only emails that look like personal messages. This makes your email less likely to be flagged as spam and more likely to be read.
Cold emails tools like Manyreach come with both basic HTML email and plain-text emails options. You can choose the latter for better deliverability.
ESP matching is feature offered by Manyreach and other cold email software, where you can opt for sending cold emails from matching ESPs. For example, the outlook users in your list will receive emails from outlook senders only.
Turning this on can help optimize your emails for better deliverability and reduce the chance of them being caught by spam filters.
Avoid using words like “free,” “limited time,” or “buy now.” These words are red flags for spam filters. Use more neutral language and focus on providing value without sounding pushy or promotional.
Try to initiate a conversation.
Spintax helps you create multiple versions of the same email by swapping out certain words. Instead of always writing “We can help you,” try using variations like “We can assist you” or “We can support you.” This keeps your emails from looking too repetitive.
Example: {|What challenges do you face in {{job position}}?|What solutions have you discovered for overcoming obstacles in {{job position}}?|}
Instead of adding an unsubscribe link, try saying something like, “Reply with ‘not interested’ if you don’t want to hear from us anymore.” This looks more personal and reduces the risk of getting flagged by spam filters.
Generic tracking links can be a red flag for email providers. Use custom tracking links that match your sending domain. This makes your emails look more authentic and less likely to be considered spam.
Keep your emails short and to the point. People don’t have time to read long, irrelevant emails. If your email is clear, relevant, and gets to the point quickly, it’s more likely to be read and responded to.
If you're seeing high spam rates in your cold email campaign, here’s a step-by-step guide to help you improve your deliverability and reduce the chances of your emails being flagged as spam:
If spam rates remain high despite following all recommended measures, here are practical steps you can take:
Check Spam Complaints: Review the feedback loop reports from your email service provider (ESP). Address patterns such as specific campaigns, subject lines, or email content triggering complaints.
Segment Non-Engaged Users: Identify and remove or re-engage subscribers who haven’t interacted with your emails for a significant period.
Reconfirm Subscribers: Run a re-permission campaign asking users to confirm their subscription.
Use a List Cleaning Service: Remove invalid, inactive, or disposable email addresses using a trusted service like ZeroBounce or NeverBounce.
SPF, DKIM, DMARC: Ensure these authentication protocols are configured correctly. Misconfigurations often lead to spam classification.
Monitor Your Domain Reputation: Use tools like Google Postmaster Tools or MxToolBox to identify reputation issues and take corrective action.
Avoid Spam Triggers: Reevaluate content for words, phrases, or formatting (e.g., excessive punctuation, all caps) that could trigger spam filters.
Personalization: Use subscriber data to create tailored subject lines and body content, improving engagement and reducing spam complaints.
Review Links: Ensure all links are functional, relevant, and point to reputable domains.
Reduce Email Sending Volume: Gradually increase email volume to establish trust with Internet Service Providers (ISPs).
Use Dedicated IPs: If your ESP offers it, a dedicated IP allows better control over your sender reputation.
Test Campaigns: Use tools like GlockApps or MailTester to test email deliverability before launching campaigns.
Consult Your ESP: Most ESPs have teams or resources to help resolve persistent deliverability issues.
Hire a Consultant: If problems persist, engage a deliverability expert for a deeper analysis and tailored solutions.
Set up automated monitoring for bounce rates, engagement metrics, and reputation scores to catch and resolve issues early.
By consistently evaluating and tweaking these areas, you can address high spam rates more effectively and protect your email deliverability.
Cold emailing is tricky, especially if your goal is to successfully book meetings. It requires not only a robust infrastructure but also advanced features like ESP matching and effective personalization.
Try Manyreach.
With Manyreach, you get access to all features in every pricing plan, ensuring flexibility and value. Plus, you’ll join a vibrant community of cold emailers in our active Facebook group, where you can ask questions and share insights.
We also host a weekly open demo call, giving you expert tips and a chance to clear your doubts—helping you hit the inbox consistently.
Try Manyreach for free.
Send Personalised Cold Emails At Scale Without Hitting Spam
