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Email signature: Best practices for avoiding spam filters
Email signature: Best practices for avoiding spam filters

Your signatures are subject to the same anti-spam rules as the body of your e-mail. It is essential to take good practice into account.

Dieliya DIOP avatar
Written by Dieliya DIOP
Updated over a week ago

In this article, we'll look at three key areas for maximising the deliverability of your emails: link size, tracking and source utm, and image weight. By following these tips, you'll increase your chances of reaching your customers effectively and keeping communication flowing.

1- Link size:

When including links in your e-mails, it is important to ensure that they are no longer than 130 characters. Spam filters are generally wary of excessively long links, as they can be associated with phishing or spam attempts.

So be sure to use URL shortening services or simplify links where possible.

2- Tracking and utm sources:

Link tracking is a common practice in e-mail marketing campaigns, but it can also trigger spam filters. The filters may interpret tracking mechanisms as attempts to collect data or undesirable tracking.

To avoid this, it is advisable to minimise the excessive use of trackers and source utm in your e-mails. Use them sparingly and make sure you include them relevantly in your links.

3- Image weight:

Images can make your signatures attractive, but they can also increase the risk of being filtered as spam if they are too heavy. Spam filters are attentive to the size of messages. Make sure you compress your images appropriately before inserting them in your signatures, ensuring that they are no larger than 500kb.

4- "alt" tags in images

When you set up your signature with images, be aware that most email clients block images by default. Spam filters analyse the content of your e-mails, including images and associated alt tags, to assess their relevance and legitimacy. By providing concise and relevant alt tags, you help spam filters to understand the content of your email and associate it with your other text elements. This reinforces the credibility of your message and reduces the chances of it being considered spam.

By adding "alt" tags to your images, you help your recipient to know what your images correspond to, even if they are unable to display them.


Keep your signature light,

  • by reducing the size of links

  • minimising the use of trackers and source utm,

  • compressing your images so that they are no larger than 500kb.

  • and adding "alt" tags

Don't forget that spam filters are constantly evolving, so it's a good idea to keep up to date with best practice.

#spam #antispam #bonnepratiques

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