Spam

By Daniel Glushakov

What Is Spam?

In email marketing, spam refers to unwanted or unsolicited emails—especially messages sent in bulk without the recipient’s consent.

Spam is often promotional, but it can also include misleading, deceptive, or malicious messages. Most inbox providers (like Gmail, Outlook, and Yahoo) filter spam automatically to protect users.

For example, if a business sends a promotional email to people who never subscribed, that message is likely to be treated as spam.

Spam vs Legitimate Email Marketing

Spam is not the same as email marketing.

Legitimate email marketing is permission-based. It’s sent to subscribers who:

  • Opted in
  • Have an existing business relationship
  • Or meet legal requirements for implied consent

Spam is sent without proper consent and often ignores unsubscribe requests.

Why Spam Matters for Marketers

Spam is more than an annoyance—it directly impacts your ability to reach the inbox.

If your emails are marked as spam, it can lead to:

  • Lower deliverability (more emails sent to junk folders)
  • Higher spam complaint rates
  • Damage to your sender reputation
  • Blacklisting
  • Lower engagement and conversions

Inbox providers use spam signals to decide whether to trust your emails.

Common Causes of Spam Complaints

Even legitimate senders can trigger spam complaints.

Common reasons include:

  • Sending to old or unengaged contacts
  • Poor list quality (purchased or scraped lists)
  • Misleading subject lines
  • Too many emails in a short period
  • Content that feels irrelevant or overly promotional
  • Not making unsubscribe easy
  • Not meeting consent requirements

How Spam Filters Work

Spam filters evaluate many factors, including:

  • Sender reputation
  • Authentication (SPF, DKIM, DMARC)
  • Engagement (opens, clicks, replies, deletes)
  • Complaint rates
  • Content and formatting
  • Link reputation
  • Sending patterns and volume spikes

Spam filtering is automated and constantly evolving.

How to Avoid Being Marked as Spam

To reduce spam risk:

  • Only email people who gave consent
  • Use double opt-in when possible
  • Maintain good list hygiene
  • Segment your list and send relevant content
  • Avoid spammy language and deceptive tactics
  • Authenticate your domain (SPF, DKIM, DMARC)
  • Make unsubscribe simple and visible
  • Monitor complaint rates and engagement

Spam and CASL Compliance (Canada)

In Canada, sending unsolicited commercial emails without proper consent may violate CASL.

CASL requires:

  • Valid consent (express or implied)
  • Clear identification of the sender
  • A functional unsubscribe mechanism
  • Prompt processing of opt-outs

Spam complaints can increase the risk of legal exposure and enforcement actions.

Key Takeaway

Spam is unwanted or unsolicited email, often sent without consent. For marketers, avoiding spam is essential for deliverability, compliance, and long-term trust.

Permission-based list building, relevant content, and strong sending practices are the best ways to keep your emails out of the spam folder.

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