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Email Under Review or Not Approved

Getting Started Updated on October 10, 2022

Before an email is sent, it goes through an automatic review process, where we check for signs of abuse or language that could be marked as spam by inbox filters. The email review process helps us protect both Benchmark Email’s reputation and the sender’s reputation and also helps with a higher deliverability rate. Factors that require further investigation take longer to approve. You may also get a notice from us if your email is Not Approved or if we need more information from you.


To protect Benchmark’s deliverability, we prohibit specific industries from using our service. Please click here to learn more about prohibited industries.

Following are some reasons that will cause your Email to go Under Review or cause it to be Not Approved.

We discourage and, in most cases, do not allow emails to contain names of reputed banks or financial institutions. The same applies to personal information like logins or passwords. Using financial institution names within an email is a common technique employed by phishers, and many ISPs may classify such emails as spam. Including this type of content does not necessarily mean your email is Spam, but we will need to review the content.

Solution: If possible, do not include any words or phrases related to financial institutions, passwords, or logins.

ISPs filter emails as spam when the email has no text. 

If you use an image editing program (e.g., Photoshop) to design your email and then export the HTML to your email, the resulting email reads as one large image (text inside the image is not read separately). Emails that cannot be read are blocked. In addition, email clients like Gmail give the user an option to hide or block images. If your email only contains images, users who block images or only accept text emails will see an empty email in their inbox.

Solution: Use a 60/40 text-to-image ratio to avoid your email being filtered. We also encourage you to create all your emails in our drag-and-drop editor. The drag-and-drop editor creates two versions of your email, an HTML and a text version.

By default, all of our email templates have Latin text within the content as text fillers. You need to replace the default text with your own as a user. Suppose you miss replacing a few lines of the Latin text in your email campaign. In that case, recipients receiving the email could classify your email as spam, hurting your deliverability and sending reputation.

Solution: Go through your email and check whether you have missed any Latin default text. Also, ensure that the text version of your email does not have Latin text.

URL Shorteners are not allowed in Benchmark emails. URL shorteners only have one hos; when you use a URL Shortner in an email, you are willingly adding the reputation of the URL Shortner host to your own. If you use a URL Shortner that was made specifically for you, and it resolves to an IP Address used for abuse, your emails could potentially be blocked by ISPs. Since this could hurt your and Benchmark’s email deliverability, we strictly prohibit URL Shorteners.

Solution: Remove the URL Shortner from your email, create a copy of the email and reschedule the copied email. The system will reject the email if you try to resend the same email. It must be a completely new email with no shorteners.

If you’ve previously sent emails from our system that generated high spam scores, our system could automatically reject the email based on its content. We do this as a step to prevent your email from being filtered as spam before reaching the inbox. Spam filters cross-index certain phrases and rate emails based on how often these phrases or words appear. 


  • using ALL CAPS, especially in the subject line.
  • Excessive or peculiar punctuation is a warning sign, as is replacing letters with symbols.
  • Balance your images and text.
  • Make sure your Plain Text Email and the HTML are consistent. Do not copy and paste HTML, especially from Microsoft Word.
  • Avoid spam-like phrases or keywords. To learn more about keywords or phrases that could trigger spam filters, please check out our blog:

If you have any questions, please contact our support team.