Why My Emails Are Going to Spam: 10 Common Reasons & Solutions

If you've ever sent an important email only to find it lost in the dreaded spam folder, you're not alone. Over 20% of legitimate emails end up marked as spam, according to a recent study by Validity.

This article will help you discover the common mistakes that might be pushing your messages to the junk folder, such as issues with sender reputation, clickbait subject lines, or missing unsubscribe links in your welcome email. Plus, you'll learn easy solutions to keep your emails in the inbox where they belong.

Ready to improve your marketing email deliverability and ensure your messages reach the right people?

Why My Emails Are Going to Spam (Top Reasons)

1. Sender Reputation and Its Impact on Deliverability

Your sender reputation is like your “email report card.” It’s a score that email providers (like Gmail, Yahoo, etc.) give based on your email behavior.

If you’re often marked as spam, send too many emails, or have high bounce rates, your sender reputation goes down.

Why It Matters:

A low sender reputation makes it more likely for your emails to go to the spam folder. Whether it's intentional or accidental when you send spam emails it can severely damage your sender's reputation and impact future emails.

Email providers want to keep their users safe from spam emails, so they trust senders with a high reputation.

How to Fix It:

• Send Only to Engaged Recipients: Make sure you’re emailing people who want to hear from you. Avoid sending emails to unengaged subscribers.
• Monitor Bounce Rates: High bounce rates hurt your reputation. Regularly clean your list by removing invalid or inactive email addresses.
• Use Google’s Postmaster Tools: This free tool from Google lets you see your sender reputation and other metrics. Use it to improve your deliverability.
• Limit Bulk Emails: Sending too many emails at once can lower your reputation. Try spreading out emails over a few days if possible.

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2. Lack of Proper Authentication Protocols

Email authentication helps email providers know that your emails are really from you. It’s like showing your ID at the door.

Three common protocols are SPF, DKIM, and DMARC. When these are set up, email providers like Gmail, Yahoo, and Outlook see you as a more legitimate email sender.

Why It Matters:

Without proper authentication, your emails may look like they’re coming from a “suspicious” source. This can cause your messages to land in the spam folder.

Emails from unauthenticated senders often get flagged as spam to protect users from potentially dangerous content.

How to Fix It:

• Set Up SPF (Sender Policy Framework): This protocol lets you authorize which IP addresses can send emails on your behalf.
• Enable DKIM (DomainKeys Identified Mail): DKIM is like a digital signature for your emails, proving they’re genuine.
• Use DMARC (Domain-based Message Authentication): DMARC tells email providers how to handle unauthenticated emails.
• Work with Your Email Service Provider: If you’re unsure about authentication, many email providers offer guidance to help you set up SPF, DKIM, and DMARC.

3. Spam Complaints from Email Recipients

A spam complaint happens when someone marks your email as spam. Every time this happens, it signals to email providers that your emails might not be valuable. If you receive too many actual spam complaints, your email account might even get blocked.

Why It Matters:

High spam rate and complaints can seriously damage your sender reputation. According to a study by Validity, email accounts with a high spam complaint rate see a drop in inbox placement.

This can affect your entire email program, as inbox providers will treat your emails as unwanted messages.

How to Fix It:

• Make It Easy to Unsubscribe: Having an easy-to-find unsubscribe link lowers the chance of people marking your email as spam.
• Send Relevant Content: Know your audience. Send them content they’re interested in to avoid spam complaints.
• Ask for Feedback: Encourage subscribers to share their preferences. This helps you send content they actually want.
• Use Double Opt-In: This method asks users to confirm their subscription, so you know they’re genuinely interested.

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4. Not Including a Physical Address or Unsubscribe Link

Many email laws, like the CAN-SPAM Act, require senders to include a physical address and an unsubscribe link in their emails.

Without these, email providers may flag your message as spam, thinking it might be a scam or unsolicited email.

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Why It Matters:

Spam filters look for these details to confirm if the email is from a reputable source. If your email lacks an address or unsubscribe link, it may appear untrustworthy. Many email service providers check for these to help protect users from unwanted or dangerous emails.

How to Fix It:

• Add a Physical Address: Most email platforms allow you to add your company’s physical address in the email footer.
• Include an Easy Unsubscribe Link: Make it simple for people to unsubscribe if they want. This reduces spam complaints and improves sender reputation.
• Choose a Reputable Email Service Provider: Most email service providers automatically add unsubscribe links to keep your emails compliant with email rules.

5. Poor Engagement Metrics

Engagement metrics show how people interact with your emails. If many people ignore your emails or delete them without reading them, it signals poor engagement. Spam filters track these signals to decide if your emails belong in the inbox or the spam folder.

Why It Matters:

When users don’t open your emails or click on links, spam filters may consider your emails unwanted.

According to a study, emails campaigns with low engagement metrics are 32% more likely to go to spam. Keeping subscribers engaged can improve your inbox placement.

How to Fix It:

• Send Relevant Content: Know your audience and what interests them. For example, if you’re sending email marketing content, tailor it to match their needs.
• Remove Unengaged Subscribers: Regularly clean your list by removing subscribers who haven’t opened emails in the past few months. This improves your email deliverability.
• Ask for Feedback: Encourage subscribers to share what they want to see in your emails. This helps you create content they’re interested in, improving engagement.

6. High Volume of Emails and Email Frequency that Ends Up Landing in a Spam Folder

Sending too many emails, especially within a short time, can make you appear as a spammer. If you suddenly increase the volume of emails, your email provider might see this as suspicious behavior.

Sending frequent emails without breaks can also frustrate subscribers and lead them to mark your messages as spam.

Why It Matters:

Email providers monitor how often you send emails. Sending too many too fast can damage your sender reputation and trigger spam filters.

According to Google’s Postmaster Tools, a high email volume without proper spacing increases the risk of spam complaints.

How to Fix It:

• Set a Consistent Sending Schedule: Space out your emails instead of sending many at once. A steady schedule helps maintain a healthy sender reputation.
• Limit Bulk Emails: If you send large volumes of emails, consider breaking them into smaller batches over time.
• Watch Engagement Metrics: Notice if people start ignoring your emails after increasing the frequency. This can help you decide if you need to send fewer emails.

7. Misleading or Clickbait Subject Lines that Trigger Spam Filters

Spam filters watch for subject lines that sound too good to be true, like "Congratulations! You've Won!" or "Urgent: Click Now for a Free Gift!" These kinds of subject lines are often used by spam emails, so filters are trained to block them.

Even if your email is legitimate, misleading or “clickbait” subject lines can still land you in the dreaded spam folder.

Why It Matters:

Email providers want to protect users from dangerous emails. They’re more likely to send emails with misleading subject lines straight to spam. Using spam trigger words in your subject line increases this risk.

How to Fix It:

• Use Honest, Clear Subject Lines: Describe what’s actually inside your email without exaggerating.
• Avoid Spammy Words: Words like "Free," "Limited Offer," or "Act Now" often trigger spam filters.
• Test Subject Lines: Some email service providers let you test how subject lines perform. Check if certain words are more likely to go to spam.

8. Sending Bulk Emails Without Opt-In

Sending bulk emails to people who didn’t sign up is risky. It can result in high spam complaints because recipients see these as unsolicited emails. Spam filters track spam complaints and mark emails from senders with too many complaints as spam.

Why It Matters:

Email providers don’t want users to get unsolicited or dangerous emails. When you send bulk emails without permission, it hurts your sender reputation and makes it more likely your future emails will go to spam.

How to Fix It:

• Ask People to Opt-In: Make sure everyone on your list chose to receive emails from you. This is called explicit opt-in.
• Use Double Opt-In: With this method, new subscribers confirm they want your emails. This reduces the chances of spam complaints.
• Clean Your Email List Regularly: Remove inactive or unengaged subscribers. This helps improve engagement metrics, which email filters watch closely.

9. Heavy Use of HTML and Too Many Images

Emails with lots of HTML code or too many images can appear spammy to filters. Complex formatting, multiple colors, and too many images can make the email look like spam. Some inbox providers see this as a sign of low-quality or suspicious content.

Why It Matters:

Many email filters prefer simpler emails, like those with a plain text version. This way, they’re easier to scan for either spam-my words or risky content. Emails that are too “flashy” or image-heavy are often flagged as potential spam.

How to Fix It:

• Limit HTML and Images: Use just one or two images, and keep the rest of the email simple. Avoid too many colors or fancy formatting.
• Add a Plain Text Version: Some email service providers offer an option to include a plain text version alongside HTML. This helps your emails look more legitimate.
• Check Your Email with Spam Filters Work Tools: Tools like spam checkers can show you if your email has too much HTML or other spammy elements.

10. Overuse of Spam-Triggering Words

Certain words or phrases can make your email look like spam. Words like "Free," "Money," or "Winner" can trigger spam filters.

Email providers think these words are suspicious because they are often used in spam emails. Even if your email is legitimate, using too many of these words can lead it to land in the spam folder.

Why It Matters:

Email filters, also known as spam filters, look for these words to decide if an email is safe or if it should be sent to the recipient's spam folder. By avoiding these "spammy" words, you improve your sender reputation and email deliverability.

How to Fix It:

• Avoid Spam Trigger Words: Use clear and honest language. Avoid words like "Congratulations!" or "Act Now!" that could raise red flags.
• Test Your Emails with Spam Checkers: Many email service providers offer tools to test emails for spam risks. This helps you identify words that could trigger spam filters.
• Keep It Simple: Stick to natural and friendly language. Overly "salesy" language can seem spammy to filters and readers.

How Spam Filters Work and Why Emails Get Flagged

A spam filter is a tool used by email service providers (like Gmail and Yahoo) to keep unwanted or dangerous emails out of your subscribers inboxes. Here’s how they work and why some emails end up in the spam folder.

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1. Checking for Keywords and Scanning Content

Spam filters look closely at the words used in an email. They scan for specific words and phrases, often called “spam trigger words,” that might make the email seem suspicious.

For example, words like “Free Money” or “Act Now” are common in email spam messages, so filters see these as warning signs. Too many of these words can land your email in the dreaded spam folder.

How to Avoid This:

Choose Words Carefully: Use simple, honest language. Avoid overused phrases like “Best Deal” or “Limited Time.”

Run a Spam Check: Many email service providers have spam checkers to help you see if your email looks spammy. This tool can help you spot and fix risky words.

Use Plain Text Versions: Sometimes, a plain text version alongside an HTML version can improve email deliverability and reduce the chance of hitting the spam filters.

2. Watching How People Interact with Emails

Spam filters don’t just scan the content; they also watch how people interact with emails.

If people delete your email without reading it or mark it as spam, filters may think your email isn’t valuable. Spam complaints, especially when too frequent, can damage your sender reputation.

How to Improve Interaction:

Engage with Relevant Content: Make sure your marketing emails are interesting and relevant to your readers. If you’re sending email marketing content, focus on what your audience cares about.

Keep Your List Clean: Remove unengaged subscribers regularly. Unengaged subscribers, or those who don’t open your emails, can harm your engagement metrics and overall sender reputation.

Monitor Feedback: Pay attention to spam complaints and unsubscribe rates. High spam complaints can hurt your sender’s IP and lead to more of your emails being flagged by filters.

3. Looking for Suspicious Links and Attachments

Spam filters carefully check the links and attachments in emails. Emails with strange or unfamiliar links, especially those leading to unsecured websites, can seem dangerous.

Filters may flag emails with too many links or ones with attachments that could carry viruses or malware. This is to protect users from clicking links that might harm their devices or lead to scams.

How to Avoid This:

Use Only Trusted Links: Make sure any link you include is to a safe and reputable website.

Limit Attachments: If possible, avoid using attachments unless necessary. Instead, link to a webpage or document stored on a trusted server.

Check Links with Spam Checkers: Some email service providers offer tools to test your links and attachments, so you can ensure they don't look suspicious.

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4. Listening to User Feedback and Spam Complaints

Email providers listen to what users say about emails. If people mark your email as spam, this signals to the provider that your content may not be valuable or safe.

The more people complain or report your email as spam, the more likely it is for future emails from your account to end up in spam folders.

How to Avoid This:

Create Relevant Content: Make sure your emails are useful and interesting to your readers to reduce spam complaints.

Include an Unsubscribe Link: Allow users to easily opt out if they no longer want your emails. This can reduce spam complaints.

Monitor Engagement Metrics: Pay attention to engagement metrics like open rates and spam complaints. Many email service providers offer tools to help track these.

How to Avoid Spam Traps and Improve Email Deliverability

1. Regularly Clean and Validate Your Email List

Cleaning and validating your email list means removing old, inactive, or incorrect email addresses. If you send emails to outdated addresses, they could be flagged as spam traps. Over time, email service providers notice this and may mark more of your emails as spam.

Why It’s Important:

Sending emails to inactive users hurts your sender reputation. It tells inbox providers that you may not be maintaining a healthy, engaged list, which can lower your email deliverability.

By cleaning your list, you improve your chances of landing in the inbox rather than the dreaded spam folder.

How to Do It:

• Use List Cleaning Services: Many tools can identify inactive or incorrect email addresses. Use them regularly.
• Remove Unengaged Subscribers: If someone hasn’t opened your emails in six months, it might be time to remove them from your list.
• Validate New Subscribers: Use double opt-in, where new subscribers confirm their email. This ensures they really want to receive your emails and that their email is valid.

2. Segment Your Audience for Targeted Campaigns

Segmentation means dividing your email list into smaller groups based on factors like interests, behavior, or location.

This way, you can send more relevant content to each group rather than sending the same email to everyone. It’s a key part of email marketing that helps avoid spam traps and reduce spam complaints.

Why It’s Important:

Sending emails that are relevant to each group increases engagement metrics. When people interact with your emails by opening them or clicking on links, inbox providers see this as a positive signal.

High engagement improves your sender reputation, which helps keep your emails out of spam folders.

How to Do It:

• Group by Interests: For example, if some subscribers are interested in “product updates” and others in “blog posts,” create separate segments.
• Use Engagement Data: Create segments for highly active users and for those who rarely open your emails. This allows you to tailor messages to each group’s needs.
• Test Campaigns with Smaller Groups: Before sending a large email campaign, try testing it with a smaller segment to see if it resonates with them. This can help reduce spam complaints.

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3. Avoid Purchasing or Scraping Email Lists

Buying email lists or using scraped addresses (emails collected without permission) is risky. People on these lists haven’t opted in to receive emails from you, which means they’re more likely to mark your email as spam. This damages your sender reputation.

Why It’s Important:

Using purchased or scraped lists increases spam complaints and lowers your sender reputation. Many inbox providers and email clients, including major ones like Gmail and Yahoo, use reputation as a key factor in email placement.

If you have a poor sender reputation, your emails are much more likely to go to the spam folder.

How to Avoid This:

• Build Your List Organically: Use methods like sign-up forms on your website to gather real subscribers who want to hear from you.
• Use Clear Opt-In Messages: Make sure people know they are signing up to receive your emails.
• Create Valuable Content: When people find your emails helpful or interesting, they’re more likely to subscribe on their own.

4. Monitor Bounce Rates and Remove Hard Bounces Promptly

Bounce rates measure how often your emails fail to reach recipients. There are two types of bounces: soft and hard. A soft bounce is temporary, like when a mailbox is full.

A hard bounce means the email address is invalid or no longer exists. Hard bounces harm your sender reputation.

Why It’s Important:

When you continue sending emails to addresses that hard bounce, email service providers (like Gmail or Yahoo) see this as a sign of a poorly maintained list.

This can lead to more emails going to spam folders. Lowering your bounce rate by removing hard bounces quickly can help improve your email deliverability.

How to Do It:

• Check Your Bounce Reports: Most email programs provide bounce rate data. Keep an eye on these reports after each email campaign.
• Remove Hard Bounces Immediately: If an address is invalid, take it off your list to prevent more bounce issues.
• Use Validation Services: Many email service providers offer tools to validate email addresses before sending.

5. Authenticate Your Domain with DKIM, SPF, and DMARC

Domain authentication helps prove to email service providers that your emails are coming from a trusted source.

DKIM (DomainKeys Identified Mail), SPF (Sender Policy Framework), and DMARC (Domain-based Message Authentication, Reporting & Conformance) are three methods to verify your emails. They help decrease the likelihood of your emails being marked as spam.

Why It’s Important:

Without these authentication protocols, your emails may appear suspicious to spam filters. These filters are looking for legitimate senders, so setting up DKIM, SPF, and DMARC improves your sender reputation and email deliverability.

It shows email service providers that you’re taking security and spam issues seriously.

How to Do It:

• Set Up SPF: This involves adding a record to your domain’s DNS settings that lists which IP addresses can send emails for your domain.
• Enable DKIM: This adds a digital signature to your emails, verifying that they haven’t been altered.
• Implement DMARC: DMARC combines SPF and DKIM to give your domain more protection. It also provides reports, so you know when something goes wrong.

6. Warm Up New IP Addresses Gradually

When you start sending emails from a new IP address, it’s essential to “warm up” the IP. This means gradually increasing the number of emails sent from this IP over time.

Sending too many emails from a new IP too quickly can trigger spam filters and hurt your email deliverability.

Why It’s Important:

A sudden burst of emails from a new IP looks suspicious to email service providers. By warming up your IP slowly, you show that your emails are legitimate and not part of a spam campaign. This process builds trust with inbox providers, leading to better inbox placement for your emails.

How to Do It:

• Start Slowly: In the first week, send a small number of emails. Increase the volume gradually over the next few weeks.
• Send to Engaged Subscribers First: Begin with people who often open and engage with your emails. High engagement improves your sender reputation.
• Monitor Results: Watch your engagement metrics, such as open rates and spam complaints. Adjust the warm-up plan if needed based on how email service providers respond.

7. Limit the Use of URL Shorteners

URL shorteners take a long web link and make it shorter. They’re often used to save space or make a link look clean.

But to spam filters, shortened links can look suspicious because they hide the final destination of the link.

Why It’s Important:

Spam filters often flag emails with URL shorteners because these links can lead to harmful websites. When you limit their use, you increase trust with email providers. This improves your sender reputation and helps keep your emails out of spam folders.

How to Do It:

• Use Full Links When Possible: Include the complete URL to show that your links are safe and transparent.
• Only Use Shorteners for Tracking: If tracking clicks is essential, choose trusted tools and use sparingly.
• Test Your Links with Spam Checkers: Many email service providers have tools to ensure your links are safe and won’t trigger spam filters.

Conclusion

Understanding why your emails are going to spam is the first step to improving your email deliverability. By checking for common issues like spam complaints, using email authentication tools, sending domain, and maintaining a strong sender reputation, you can help ensure your messages reach your audience’s inbox. Apply these tips consistently, and watch your emails bypass those pesky spam filters and spam folders!

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