Sending spammy emails can negatively impact email deliverability due to inadequate permissions, legal violations, unappealing content, and inconsistent sending patterns. Specific issues include using misleading formatting, links, or subject lines; excessive image content without text; legal non-compliance; and sudden spikes in recipients. Maintaining permission and consistency are important to avoid these issues and ensure emails are properly delivered.

1. 1. Inadequate permissions
2. Sending emails with spammy content
 Hashbusting: using special characters designed to break up words or phrases (e.g. “Fr3e
W!nn@r”).
 Bad links: Avoid linking to unreputable sites or content, or using url shorteners.
 Misleading subject lines: using “Re:” or “Fwd:” when you’ve never communicated with a
recipient before.
 Sloppy html code: Using Microsoft Word to design in html can add extra formatting to
the code, which raises your spam score (and also makes your emails look terrible).
 Too much image, not enough text: embedding text inside of images or sending emails
that are all-image, no text.
 Using all-caps WHEN it’s not NECESSARY: makes your message seemsalesy and possibly
suspicious.
3. Legal violations
 An “unsubscribe” option must be visible in all emails (and must work for 30 days
after sending)
 You must honor unsubscribe requests within 10 days
 From-addresses (e.g. updates@yourbusiness.com) must be accurate
 Subject line must be relevant to content
4. Not appealing to the recipient
 Don’t send a promo to a contact you haven’t reached out to in eight months (generally,
permission goes stale in about six).
 Don’t continue to send newsletters to contacts who are repeatedly deleting them
without opening.
 Don’t send messages four times a week if your opt-in form said “occasional”
updates.
 Do use engaging, accurate, personal subject lines.

2. 5. You Stopped Being Consistent
For example, if you have a huge spike in the number of people you are suddenly sending
your emails to, ISPs can assume that you purchased an email list or that your infrastructure
has been hacked and someone is sending spam from your network.
Imagine that your current email list is 500 000 people, and grows by about 5 000 people per
week. Now imagine that your company acquires a competitor who has an email list of 100
000 people.
If you combine these lists and suddenly send out a newsletter with 100 000 more contacts,
ISP’s will find it suspicious. In this case you need to split up the new email list and add the
new contacts into the original email list in batches.