Skip to main content
Pepperdine | Community

Email Content Don'ts and Bad Practice


When developing your email content and arranging the content in the Marketing Cloud for the final execution of your message. There are some general rules to follow, so as not to set off email client SPAM filters or break Pepperdine Brand Standards.

  • Don't apply red font styling to the email copy.
  • Do not apply ALL CAPS to the email copy.
  • Apply punctuation when appropriate. Do not apply multiple exclamation points (!!) to the email copy, subject line or pre-header. Also, be cautious of this application in general, you do not want to 'shout!' at your readers.
  • Do not use active SPAM words in the email copy, or to your inline linking or CTA buttons. This includes words like, 'Click Here', 'Apply Now', etc.
  • Do not attach PDFs or upload videos to the email.
  • Do not send email to the same group of individuals on the same day or back-to-back days, from the same domain (i.e., or identifier (School of ...). This will impact our sender reputation, as a whole. For questions regarding the schedule, please contact Arwa Sutarwala.

Results of Bad Practice

Common Reasons for the Unsubscription:

  • "I get too many emails in general" - 26%
  • "The emails are not relevant to me" - 21%
  • "I receive too many emails from this company specifically" - 19%
  • "The emails are always trying to sell me something" - 19%

Negative Trends on Open and Click-thru Rates

Result: Negative Impact on Conversions

Relevance is the greatest impact on SPAM Reports:

Individual: were the needs and wants to be met for the individual

Brand: was the message a true depiction of identity

Higher Bounce Rates (Hard and Soft Bounces).

  • This is a result of sending high quantities at a single given time.
    • White and Black Listings

An increased number of SPAM complaints from recipients.

According to estimates, there are over 180 billion spam messages sent every day.

  • Filter Triggers Words
  • Incorporation of media into the email development (pdf files, video files, etc.)
  • Gmail classifies incoming email in the following ways:
    • Spam vs. non-spam: Spam messages are placed in the spam folder, while the non-spam message is placed in the inbox.