Spam has been around virtually as long as email has – the first spam email dates back to 1978. Since then, spam has become a frequent visitor in inboxes all over the world, making life as an email marketer a constant challenge. Although spam filters have gotten smarter at sorting the good email from the bad, they’re still not perfect. With spam making up almost 70% of all email traffic, spam filters need to be work hard at weeding out spam email, which often affects deliverability. In fact, one in six marketing emails sent doesn’t reach the designated inbox. This means a considerable amount of messages that you send to your customers will never arrive at the intended audience, which could result in lost sales, less engagement or growth.

With spam having a significant effect on the deliverability of email, one would expect that it’s a concern that email marketers all over the world share. Turns out, that’s not entirely the case.

In a recent study, we surveyed 300 marketing decision makers in the U.S., France and Germany. One notable finding was that not everyone sees spam as an equal threat:


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According to our findings, U.S. marketers are most concerned email landing in the spam folder (87% of respondents), with France close behind (82%) and German marketers considerably less concerned (71%).

This corresponds well with how familiar marketers are with spam laws: in the U.S., more than half of respondents said they were very or extremely familiar with spam laws (53%). In France and Germany, this number was considerably lower (40% and 36%, respectively).

Familiarity with spam laws per country 
Familiarity with spam laws per country

It seems logical that the more you know about your country’s spam laws, the better you understand which challenges you’re facing as an email marketer trying to reach the inbox of your audience. The stronger your knowledge is on spam laws, the higher the concern is for spam.

When it comes to spam, concern is good. It means that marketers are aware of the rules of the email game and understand that if they don’t follow them, the spam folder could be the final destination of their carefully crafted email campaign.

Only by being cautious, knowing your spam regulations and following email best practices can you make sure your email has the highest chance of landing in the inbox and achieving great results.

So what can you do to fight spam and increase deliverability? Get familiar with key emailing terms and follow best practices. And of course, educate yourself about on country’s spam laws to understand which regulations apply to you.

How concerned are you about your campaigns ending up in spam folder? And what do you do to fight spam?