Why are my emails ending up in spam?

Your emails often end up in your recipients' spam folders? Email deliverability is not an exact science as it depends on numerous factors. It's important to note that the criteria for categorizing spam vary among Internet Service Providers (ISPs) and email clients. In this article, we'll explain how to determine if your emails are being flagged as spam, the most common reasons behind this classification, and how you can reduce the risk of ending up in spam.

What is spam?

Spam refers to unsolicited and unwanted emails sent in bulk. These messages are often promotional or advertising in nature, and their sending is typically done on a large scale without the consent of recipients. Email providers implement filters to identify these emails and either filter them upstream before delivery or automatically route them to the junk folder to protect their users from spam.

How to determine if my emails are landing in the inbox or not?

Check your open and click-through rates

Abnormally low open and click-through rates may indicate that your emails are being filtered as spam or are being blocked upstream by servers.

Monitor error returns

Messages indicating non-delivery or rejection may suggest that your emails are being filtered before reaching your recipients' inboxes.

Conduct sending tests

Send your emails to test addresses to verify if they arrive in the inbox, the spam folder, or if they do not arrive at all (indicating upstream filtering).

Most common causes

Message content

Content containing words frequently associated with spam (also known as spam words), suspicious links, or poorly formatted content can trigger alerts from spam filters.

Unqualified mailing list

Using non-opt-in email lists or sending to recipients who have not consented to receive your emails can result in spam classification.

Sender reputation

If your IP address or domain is associated with past spamming activities, it can affect the deliverability of your emails.

Lack of engagement

ISPs often consider emails with no interaction (opens, clicks, replies) as suspicious.

Technical issues

Sending server configuration errors or domain validation issues can also impact the classification of your emails.

Measures to avoid the spam folder

Opt-in and subscription management

Obtain explicit consent from recipients and allow them to manage their subscriptions.

Content quality

Draft relevant, well-structured emails free of suspicious terms.

Avoid suspicious attachments

Refrain from sending suspicious attachments or executable files.

SPF/DKIM/DMARC authentication

Implement these protocols to enhance the authenticity of your emails.

Reputation monitoring

Use monitoring tools to track the reputation of your IP address and domain.

Avoid questionable practices

Do not obscure the unsubscribe option, refrain from purchasing email lists, and generally avoid spamming techniques.

Send segmentation

Send targeted emails based on recipients' interests.

By following these recommendations, you'll increase your chances of delivering your emails directly to your recipients' inboxes, rather than having them filtered at the beginning of the delivery chain or ending up in the spam folder.