Survey Platform - Avoid Being Marked as Spam | Qualtrics

Avoid Being Marked as Spam


When sending out any email distribution, one primary goal is to keep your emails from being blocked or directed to the junk folder of your recipients. Essentially, you don’t want your emails marked as spam. If you find that your emails from Qualtrics are consistently being marked as spam, there are a few things you can do.

Know Your Recipients

If you don’t know who you are sending your emails to, you run the risk of being marked as spam. For this reason, we recommend that you think twice before purchasing an email database. Email addresses in these databases are often not filtered very well and can include fake emails and other low quality contacts. Sending to these email addresses increases your likelihood of being blocked or put in the junk folder.

As an alternative, we recommend working with a Panel Services provider. Panel providers maintain relationships with potential participants around the globe who have agreed to receive surveys. They will connect you with these participants for a small fee. Qualtrics offers this service, or you can work with any other reputable provider.

Qtip: Sending unsolicited emails (spamming) goes against the Qualtrics Acceptable Use policy. If your mailing generates an unusual number of complaints, your Qualtrics account may be disabled.

Add the “From” Address to Your Address Book

If you know that the email addresses are all valid, and emails are still being blocked or landing in the junk folder, invite recipients to add your “From” email address to their address book. Adding the email address to your address book marks the sender as a more trusted email provider and will decrease the likelihood of your emails being marked as spam.

Qtip: For more information on options for specifying your “From” address, check out our page on Using a Custom From Address.

Include Quality Email Content

The content and subject line of each email are given a “spam score”—an accumulation of points that help determine whether an email is marked as spam or not. Though every email provider has a different algorithm for this, the following considerations can help you keep your spam score low:

  • Avoid sending attachments in your email.
  • Avoid using HTML in your email. This includes pictures and graphics, since they are inserted with HTML code.
  • Avoid using words and phrases commonly used by spammers in either the body text or subject line. Some such words include “free,” “discount,” “opportunity,” “money back,” “incredible,” “targeted,” “offer,” and any words or phrases that could be construed as pornographic.
  • Avoid excessive use of caps and punctuation. (e.g., “PLEASE FILL OUT THIS SURVEY!!!”)
  • Avoid using bright green or red fonts.
  • Avoid phrases like “This isn’t spam!” in the subject heading.

Additional words to avoid

  • Marketing
  • Market
  • Free
  • Bonus
  • Click
  • Click here
  • Advertising
  • Advertise
  • Ads
  • Sales
  • Sell
  • Selling
  • Shop
  • Shopping
  • Package
  • Buy
  • Purchase
  • Mortgage
  • Finance
  • Refinance
  • Free Trial
Qtip: This is not a complete list. There are many other words that can increase your email’s spam score.

Whitelist Qualtrics Servers

Some organizations may need to set their email firewall to accept emails from Qualtrics. This is done by “whitelisting” the IP addresses of the Qualtrics mail servers. Your organization’s server admins will know how to do this. Reach out to them for this request.

Qtip: Your IT team will need to know Qualtrics’ current IP ranges. To obtain the proper IP ranges, please reach out to our Qualtrics Support Team using the Contact Us option at the top right of this screen.

Check the “From” Address

By default, emails sent through the Qualtrics Mailer come from Mail sent from a noreply address will make it through spam filters that check for “forged” emails (emails that claim to be from one server when really they are from another). For this reason, we use the real sender ( as the From address rather than your own personal email.

If your project requires a different From address, you have a few options. Visit our page on Using a Custom From Address for more information.