Why are my emails going to spam? And how to stop it

Marketing emails are a powerful way to connect with your audience, build relationships, and drive conversions. However, none of this matters if your carefully crafted emails end up in the dreaded spam folder!

So you may be asking yourself ‘why are my emails going to spam?’ Well, spam filters are becoming increasingly strict. So strict that, unfortunately, they sometimes mistake genuine marketing emails as spam! In this guide, we’ll break down how spam filters work, and how you can stop your marketing emails from landing in spam folders.

1. Why are my emails going to spam?

First, let’s look at why your emails are going to spam. Spam filters use algorithms to identify and block unwanted emails. They assess a variety of factors, including:

• Sender reputation: Are you a trusted sender, or have you been flagged for spam-like behavior in the past?
• Content: Is your email’s content relevant, professional, and free of spam trigger words?
• Engagement rates: Are recipients opening, reading, and interacting with your emails?

By understanding these criteria, you can work to ensure your emails meet the standards that keep them out of the spam folder.

Now let’s break it down and look at what we can do about it!

2. Authenticate your email domain

Authenticating your email domain is a very important step to prove your emails are legitimate and improve your sender reputation.

Here are the domain records that you need to check: 

SPF (Sender Policy Framework)

SPF specifies which mail servers are authorised to send emails on your behalf. Setting up an SPF record in your domain’s DNS (Domain Name System) tells receiving servers that your emails are trustworthy.

DKIM (DomainKeys Identified Mail)

DKIM adds a digital signature to your emails, proving their authenticity. It ensures that the content hasn’t been altered during transmission.

DMARC (Domain-based Message Authentication, Reporting, and Conformance)

DMARC works with SPF and DKIM to instruct email servers on handling unauthorised messages and provides reports about your email activity.

How do I access these records?

1. Log in to your domain hosting provider.
2. Locate the DNS settings for your domain.
3. Add the necessary SPF, DKIM, and DMARC records based on your email service provider’s guidelines.

3. Use a reputable Email Service Provider (ESP)

Choose an ESP with a good sending reputation and robust anti-spam measures. Software like Mailchimp or SendGrid can help manage compliance with email regulations and ensure proper authentication.

What should I look for in an ESP?

• Reliable deliverability rates
• Tools for audience segmentation
• Compliance with GDPR
• Built-in analytics for tracking performance

4. Clean and segment your email list

Sending emails to outdated or irrelevant contacts can harm your sender reputation. Focus on quality, not quantity.

How do I clean my email list?

• Remove inactive subscribers: Identify contacts who haven’t engaged with your emails in 6–12 months and re-engage them with a targeted campaign. Then, remove those who remain unresponsive.
• Verify email addresses: Use email verification tools like ZeroBounce or NeverBounce to remove invalid addresses.
• Segment your audience: Organise your list by demographics, interests, or behaviors. Segmentation allows you to send tailored messages that recipients are more likely to engage with.

5. Write great email content

Your email’s content plays a huge role in whether it ends up in the spam folder! So here’s what you should do to make sure your emails deliver properly.

Avoid spam trigger words

Words like “Free,” “Guaranteed,” “Click Here,” or “Act Now” can trigger spam filters. Use a natural tone that aligns with your brand.

Personalise your emails

Include the recipient’s name and tailor the content to their preferences. You can even use dynamic content to make emails feel relevant. This is where the email content changes depending on who is receiving it.

Craft a clear subject line

A subject line should be concise, relevant and enticing, without being deceptive. For example, instead of “WIN BIG!!! FREE PRIZES INSIDE,” try “Exclusive Offer for Our Valued Customers.”

Include a text version

Emails that include only images or complex HTML are more likely to be flagged. Always include a plain-text version to improve deliverability.

6. Follow email design best practices

The design of your email impacts its likelihood of being flagged as spam.

Use a balanced text-to-image ratio

Avoid overly image-heavy emails. A good rule of thumb is 60% text and 40% images.

Create a mobile version

Many recipients view emails on mobile devices. Use responsive designs that adapt to different screen sizes.

Include a clear unsubscribe option

Make it easy for recipients to opt-out. A difficult-to-find or broken unsubscribe link can lead to spam complaints.

7. Monitor engagement metrics

Spam filters take recipient engagement into account when they determine if your email is legit or not. Focus on improving:

• Open rates: Craft compelling subject lines and preview text
• Click-through rates (CTR): Use clear calls-to-action (CTAs) that encourage interaction
• Low bounce rates: Keep your email list updated to avoid sending emails to invalid addresses

How do I monitor engagement?

Most email platforms (ESPs) provide dashboards to track metrics. Regularly review your campaign performance and adjust strategies accordingly.

8. Test your emails before sending

Run your emails through spam-checking tools to look for potential red flags. Services like Mail Tester and GlockApps analyse your emails and provide recommendations to improve deliverability.

9. Comply with email regulations

Non-compliance with email laws can harm your sender reputation and lead to legal issues. Here’s a quick overview of key regulations:

How do I follow GDPR?

• Get explicit consent before sending emails
• Provide clear options for data access and deletion

10. Warm up your IP address

If you’re sending emails from a new IP address, avoid sending large volumes immediately. Gradually increase your email volume over a few weeks to build a positive sending reputation.

But, if you’re using a mass emailing service like Mailchimp or Sendgrid for example, you don’t need to worry about this as their software will handle warming up your IP address for you.

11. Request to be added to contacts

Encourage subscribers to add your email address to their contacts or ‘allowlist’ it. This simple step helps your emails bypass spam filters.

How do I encourage ‘allowlisting’? 

• Include a brief message in your welcome email explaining how to add your email address to their contacts
• Provide step-by-step instructions for popular email clients like Gmail and Outlook

12. Regularly review spam complaints

Most ESPs provide reports on spam complaints. Review these to find patterns or specific campaigns causing issues, then adjust how you use e-marketing accordingly.

And that’s it! Happy emailing!

Following these steps will not only improve your deliverability rates but also enhance the overall effectiveness of your email marketing. A little attention to detail can make all the difference in reaching your audience’s inbox and creating long-term connections.