Improve Email Deliverability to Candidates (Avoid the Spam Folder)

Overview

Spam filters are designed to detect unsolicited, unwanted, or potentially harmful emails before they reach a recipient's inbox. Every email provider (such as Gmail, iCloud, Outlook, or Hotmail) uses its own filtering methods, and a candidate's personal email settings and behavior also influence where messages are delivered.

Although spam filtering cannot be completely controlled, following email best practices can significantly improve the likelihood that your messages reach a candidate's inbox.

Write Effective Subject Lines

Keep your subject lines:

• Short
• Clear
• Descriptive

The candidate should immediately understand:

• What the email is about
• Who it is from
• Which company it relates to

A helpful formula is:

Topic + Opening Name + Company Name

or

Topic + Company Name

Check out this example:

Structure Your Email Body

Keep your message straightforward and easy to read.

A recommended structure is:

1. Greeting
2. Introduction
3. Requested action
4. Timeline (if applicable)
5. Closing
6. Signature

If you need inspiration, refer to your organization's email templates for examples. You can also Check out our email template guide here.

Here's that formula in action!

Avoid Common Spam Triggers

The following content increases the likelihood that an email will be filtered as spam.

• Attachments such as DOCX or Excel files

Scammers often use document attachments to distribute malware. Because of this, email providers treat these attachment types with additional scrutiny.

• Multiple links or third-party links

Including several links—or linking to external websites such as surveys or social media—can increase the likelihood of spam filtering.

• Overly promotional language

Avoid writing emails that sound like advertisements or infomercials.

For example:

"Are you tired of working the same dead-end job? We have just the thing for you!"

This style of messaging may trigger spam filters.

• Large or complex email signatures

Limit your signature to a single logo or image whenever possible.

If your organization uses multiple badges or logos, consider combining them into one image.

• Certain keywords

Some words are more likely to trigger spam filtering, particularly if the recipient has previously marked similar emails as spam.

Since these filters depend on each recipient's email provider and personal settings, they cannot always be avoided.

• Creating unnecessary urgency

Language that pressures recipients into immediate action is commonly associated with phishing attempts.

Avoid creating unnecessary urgency whenever possible.

• Generic greetings

Instead of greetings like:

   "Dear Candidate"

    "Hello Friend"

Use the candidate's actual name.

If you're using email templates, use the available candidate name placeholder so the greeting is personalized automatically.

  Spelling and grammar mistakes

Spam emails frequently contain poor spelling and grammar.

Always proofread your messages before sending.

  Repeated identical follow-up emails

Sending the exact same email with the same subject line multiple times may:

• Frustrate candidates
• Harm your sender reputation
• Increase the chance of spam filtering

  Excessive punctuation or ALL CAPS

Avoid:

• Multiple exclamation marks
• Excessive question marks
• Writing entire words or sentences in ALL CAPS

These formatting choices are commonly associated with spam.

Here's an example of an email you should not send. 

Email Best Practices

To improve deliverability:

• Write clear, concise, non-spammy subject lines and email bodies.
• Limit excessive numbers, punctuation, and capital letters.
• Combine multiple attachments into a single file whenever possible.
• Check spelling and grammar before sending.
• Remove unnecessary links from emails and signatures.
• Personalize emails using the candidate's name.
• Limit images in your signature.
• Highlight your company and opportunity within the job description rather than in the email itself.

Additional Tips

Use a grammar checker

Tools such as Grammarly can help identify:

• Spelling mistakes
• Grammar issues
• Punctuation errors
• Clarity improvements

Reviewing your email before sending can improve professionalism and deliverability.

Use a spam checker

Spam checking tools like MailMeteor allow you to paste your email content and receive a deliverability score.

Reviewing your message before sending can help identify wording that may trigger spam filters.

Remind applicants to check their spam folder

Because spam filtering cannot be completely prevented, consider adding an application question that reminds applicants to check their spam folder after applying.

For example:

We will send you an email after you complete your application. Please check your spam folder if you do not receive it.

Using a required acknowledgment helps set expectations before communication begins. This is what it will look like on the application.