7 Reasons Why Your Emails Are Going To Spam (With Solutions)

Email marketing is a powerful tool for businesses and entrepreneurs. But there's a big problem: many of your emails might be ending up in the spam folder instead of the inbox.

You might wonder, "Why are my emails going to spam? I'm not a spammer!" You're not soliciting credit card details or peddling dubious products. But here's the thing: spam filters don't discern your intentions. They judge you solely based on how you adhere to the rules of email marketing. If you inadvertently mirror the actions of a spammer, you are classified likewise, and your emails end up in the spam folder.

You know that every customer interaction counts. Email marketing is often your direct line to potential clients and revenue. But when your carefully crafted messages land in spam folders, it's not just an inconvenience—it's a threat to your bottom line. Low email deliverability (aka more emails in the spam folder) leads to fewer opens, less engagement, and ultimately, lost revenue.

In this article, we'll explore why your emails might be going to spam, even if you're not trying to be a spammer. We'll also show you how to fix these issues and improve your email deliverability.

Whether you're a small business owner or a marketing professional, this guide will help you:

• Understand the common reasons emails end up in spam
• Learn how to improve your email practices
• Boost your email open rates and engagement
• Protect your sender reputation
• Get more value from your email marketing efforts

Let's dive in and uncover the best practices to keep your emails out of the spam folder and in front of your audience.

Why Spam is a Problem for Email Marketers

According to Statista, 45% of all emails sent are considered spam, which means your legitimate marketing emails are often battling to be seen amidst a sea of unwanted content. Being flagged as spam leads to lower visibility, decreased trust among your audience, and ultimately, a significant reduction in valuable engagement and conversion opportunities are left unrealized.

Here are 4 reasons why you need to pay attention to your emails landing in the spam folder:

1. Lower Open Rates: Emails in the spam folder often go unnoticed or are automatically deleted by users. As a result, your open rates suffer, impacting the visibility and engagement of your email campaigns.
2. Damaged Reputation: Consistently sending emails that end up in spam can harm your sender reputation. Email service providers (ESPs) and internet service providers (ISPs) may flag your domain as untrustworthy, leading to further deliverability issues in the future.
3. Wasted Resources: Crafting compelling email content, designing visually appealing templates, and segmenting your audience all require time and effort. When your emails go to spam, these resources go to waste, affecting your return on investment (ROI).
4. Missed Opportunities: Spam-filtered emails can contain important updates, promotions, or valuable content. When recipients don't see these messages, you miss out on opportunities to drive conversions, nurture customer relationships, and achieve your marketing goals.

Email Gatekeepers

In this guide, we'll look into the 7 major reasons for your emails ending up in the spam folder. If your carefully crafted marketing messages or important updates are landing in spam, it's likely due to a combination of these reasons. By addressing them, you can significantly improve your email performance and, ultimately, your bottom line.

Before we dive into the reasons why your business emails might be going to spam, let's quickly understand how email delivery works. This knowledge will help you grasp the upcoming sections better.

Think of email delivery like a postal system for the internet. Just as the post office sorts and delivers physical mail, there are digital "sorting offices" for emails. These are run by companies like Gmail, Yahoo, and Outlook.

To keep your inbox clean from unwanted emails, these companies use:

1. Spam filters: Digital bouncers that decide if an email goes to your inbox or the spam folder.
2. Firewalls: Security guards that block potentially harmful emails.
3. Blacklists: A "no-entry" list for known spammers.

Understanding these basics will help you see why some of your business emails might not be reaching your customers' inboxes.

To make this guide easier to follow, here are some key terms we'll be using:

1. ESP (Email Service Provider): Software like SendX that helps businesses send lots of emails at once.
2. Inbox Providers: Companies like Gmail or Yahoo that give people email inboxes.
3. IP Address: Think of this as your email's return address. It's managed by your ESP.

For a deeper dive into how all this works, check out our detailed guide on email deliverability. But for now, let's focus on keeping your business emails out of the spam folder!

7 Reasons Why Your Emails Might be Going to the Spam Folder

1. Email content is ‘spam-like’
2. Email design doesn’t follow the protocols
3. Spam laws are violated
4. Domain reputation is poor
5. IP reputation is bad
6. Email authentication is failing
7. Email engagement is poor

1. Your email content looks spam-like

Imagine you're launching a new product. You send an email blast to your customers, but it's filled with phrases like "Amazing offer!!!" and "Buy now!!!". As a business owner, you want your emails to stand out. But be careful - trying too hard can backfire.

Here's how to avoid making your emails look spammy

Watch Your Words

Some words, called spam-triggers, can set off spam filters. These are often phrases that sound too good to be true or overly pushy. For example:

• "Get rich quick"
• "Limited time offer!!!"
• "100% free"

Email providers use smart technology to spot these phrases. Even if you're genuinely excited about your offer, too many of these words can send your email straight to spam.

Mind Your Grammar

Believe it or not, good grammar matters. Spam filters often flag emails with lots of spelling mistakes or poor grammar. Why? Because many scam emails are deliberately written poorly to target less cautious readers.

As a professional, you want your emails to reflect your business quality. Poor writing not only looks unprofessional but can also trigger spam filters.

Format Wisely

How your email looks matters too. Avoid:

• Huge fonts or flashy colors
• Too many exclamation points (!!!!!)
• Overusing dollar signs ($$$$$)

These can make your email look like a pushy sales pitch rather than valuable communication.

Be Careful with Links

Links in your email can be risky:

• Don't link to suspicious websites
• Be wary of URL shorteners (like bit.ly) - spammers often use these to hide bad links

If you need to use a URL shortener, choose one that lets you brand your links. This looks more professional and trustworthy. One such tool is Rebrandly.

By avoiding these spam-like content issues, you're not just dodging spam filters - you're presenting your business as professional and trustworthy. This can lead to better open rates, more engaged customers, and ultimately, more success for your business.

Email marketing platforms (like SendX) offer built-in link tracking that doesn't change how your links look. This is often the best option for business emails. Claim your free trial of SendX and test it for yourself.

2. Email design doesn’t follow the protocols

Email design isn't just about looking good – it's a key factor in whether your message reaches your customers' inboxes or gets lost in the spam folder.

Spam filters analyze the structure and content of your emails. They look at the ratio of text to images, the use of HTML elements, and the overall formatting. Poorly designed emails that rely too heavily on images, use excessive formatting, or include elements commonly associated with spam (like certain scripts or Flash content) are more likely to trigger these filters.

Well-designed, responsive emails that display properly on all devices are more likely to be opened, read, and clicked. These positive interactions signal to email providers that your messages are valuable to recipients. Conversely, emails with poor design may lead to low engagement rates or even be marked as spam by frustrated users.

Over time, these actions can significantly harm your sender reputation, making it increasingly difficult for your emails to reach the inbox. This is why following design best practices is not just about aesthetics, but a critical factor in ensuring your business communications actually reach your audience.

Using images in your emails

Spammers often hide trigger words in images to bypass text-based spam filters. A text-light, image-heavy email might look suspicious as a result. But that doesn't mean you should not use images. You can add images while following these best practices:

1. Balance text and images: Aim for a ratio of 60% text to 40% images. This looks natural and reduces spam triggers.
2. Avoid image-only emails: Some inbox providers block images by default, so your message could be lost.
3. Always use alt text: This describes your image if it doesn't load, keeping your message intact.
4. Compress images: Large file sizes can trigger spam filters and slow loading times.

Pro tip: Some users disable images in emails. When this happens, your beautifully designed email could look like spam, increasing the chance of it being marked as such. Over time, this feedback trains spam filters to be wary of similar emails.

Non-responsive email design

In today's mobile-first world, non-responsive email design is a major no-no because: 

1. Most emails are opened on mobile devices.
2. Poor rendering on mobile can frustrate readers, leading them to mark your email as spam.
3. User engagement metrics (like click-through rates) affect your sender reputation. Mobile-friendly emails typically see higher engagement.

Example of a non-responsive email design

So while a non-responsive design won't directly trigger spam filters, it can indirectly harm your deliverability over time.

At SendX, we understand this. That's why all our email templates are responsive by default. We've even created one of the web's largest collections of free, responsive email templates for you to use.

Email providers like Gmail, Yahoo, and Outlook use complex algorithms to determine whether an email should go to the inbox or the spam folder. These algorithms take into account various factors, including:

• Open rates
• Click-through rates
• Reply rates
• How long users spend reading the email
• Whether users move the email to folders or mark it as important

Mobile-friendly emails tend to perform better in these areas because:

• They're easier to read, so users spend more time on them.
• Calls-to-action (CTAs) are more visible and easier to tap, increasing click-through rates.
• The overall user experience is smoother, encouraging more interaction.

Higher engagement rates signal to email providers that your emails are valuable to recipients, which improves your sender reputation. A good sender reputation means more of your emails will be delivered to the inbox rather than the spam folder.

Avoid unsupported HTML and scripts

Email HTML is a different beast from web HTML. There are a lot of obvious HTML tags and CSS attributes that are not supported by major email clients (major culprit being - Microsoft Outlook).

Here's what to watch out for:

1. Steer clear of iframe tags, Flash, and JavaScript. These are often blocked or unsupported.
2. Be cautious with HTML forms. The submit button usually requires JavaScript, which most email clients don't allow.
3. Stick to widely supported HTML tags and CSS attributes. Some email clients (especially Outlook) have limited support.
4. Instead of Flash, use GIFs or animated images to add movement to your emails.

Spam filters and firewalls are cautious by nature. They often block emails containing scripts or complex HTML structures, even if your intentions are good.

Missing key elements

Every business email needs these key elements:

1. From name: Your brand or sender name
2. Subject line: A clear, concise preview of your email content
3. Email body: The main message you want to convey
4. Plain text version: An alternative for recipients who can't view HTML emails

If you miss any of these, many email clients and spam filters will view your message suspiciously. A good email marketing platform should remind you if you've forgotten any of these crucial elements.

Quick Tip: Don’t overlook a clean, well-designed HTML email signature. Follow best practices to avoid rendering issues and prevent being flagged by spam filters. A properly formatted signature boosts professionalism and improves deliverability.

3. Your emails are violating spam laws

Missing unsubscribe link

One of the fundamental rules of email marketing is providing recipients with a clear and easy way to opt out of future communications. Laws like CAN-SPAM in the US and GDPR in Europe require that commercial emails provide a clear way to opt out.

When subscribers can easily manage their preferences, they're less likely to mark your emails as spam. Services like Gmail look favorably on senders who make unsubscribing easy, improving your overall deliverability.

Usually unsubscribe links are present in the footer, but you should include it in the header too. It's not mandated by law (considering you have an unsubscribe link in the email footer) but email providers like Gmail consider this an important signal of reputation. This is how an unsubscribe link in the header looks like:

Unsubscribe link in the Email header

Tip: Make your unsubscribe process one-click whenever possible. Avoid requiring users to log in or go through multiple steps to opt out.

Issues with the HTML

The structure and coding of your email can significantly impact its deliverability. Poorly formatted HTML is a red flag for spam filters and can make your message unreadable for recipients.

Common issues to watch out for:

• Broken HTML: Test your emails across different clients to ensure they render correctly.
• Unbalanced text-to-image ratio: Too many images with little text can trigger spam filters.
• Copy-paste pitfalls: Directly copying content from word processors like Microsoft Word can introduce hidden characters and formatting that break your email's HTML.

Email with broken HTML

Many marketers make a common mistake when creating email content. They often copy text directly from Microsoft Office applications like Word, Excel, or PowerPoint. However, this can cause problems:

1. Hidden characters: These programs often add invisible formatting characters to your text.
2. Formatting issues: Office apps may include complex formatting that doesn't work well in emails.
3. Broken HTML: The extra code can interfere with your email's HTML structure.

To avoid these issues:

1. Use a plain text editor: Copy your content into a basic text editor (like Notepad) first.
2. Then copy again: From the text editor, copy the content into your email marketing tool.
3. Format within your email tool: Add any necessary formatting using your email marketing platform's features.

All free templates and those provided within SendX undergo rigorous testing. This process ensures the HTML structure remains intact, preventing broken layouts or formatting issues in your emails.

Email size > 100KB

The size of your email can impact both deliverability and user experience. While the exact size limits can vary, keeping your emails under 100KB is generally a safe practice.

Here's why size matters:

• Deliverability: Larger emails are more likely to be flagged by spam filters.
• Load times: Especially on mobile devices, large emails can be slow to open, frustrating recipients.
• Data usage: Consider that some of your subscribers may have limited data plans.

Tips for managing email size:

• Optimize images for web/email use.
• Avoid attaching large files – use links to download pages instead.
• Keep your code clean and efficient.

Unsafe OR binary attachment

Attachments in emails can be a major red flag for spam filters and email security systems. This is because malicious actors often use attachments to distribute malware. Even if your attachment is safe, it may still trigger warnings in some email clients, potentially harming your deliverability and user trust.

Best practices for attachments:

• Avoid sending attachments in marketing emails whenever possible.
• If you must include an attachment, stick to common, safe file types (like PDFs).
• Consider using cloud storage links instead of direct attachments.
• Always scan attachments for viruses before sending.

4. Domain reputation is poor

Think of your email domain (the part after @ in your email address) as having a "credit score" in the email world. This score, or reputation, affects whether your emails reach people's inboxes or end up in spam.

Email providers (like Gmail or Outlook) keep track of which domains send good emails and which send spam. If your domain has sent spam before or has other issues, it gets a bad score. When you send new emails, these providers see your bad score and think, "This might be spam again," so they put your email in the spam folder.

What can hurt your domain's reputation?

• Sending too many emails too quickly
• Lots of people marking your emails as spam
• Sending to old or incorrect email addresses
• Using a domain that's new or doesn't have much history

Inconsistent Email Volume

Sudden changes in email volume are a red flag in the email world. Legitimate businesses rarely have a reason to dramatically increase their email volume overnight.

For instance, a company suddenly sending 100 times more emails than usual would immediately raise suspicions. This behavior is typically associated with spammers who attempt to blast out as many messages as possible before being caught. Email providers are always on the lookout for such abrupt shifts in sending patterns, as they often indicate malicious intent.

People marking emails as spam

Every time a recipient clicks the "Mark as Spam" button, it sends a clear signal to mailbox providers like Gmail, Yahoo, AOL, and Outlook that the sender's messages are unwanted. These providers log these spam complaints and use them to assess the sender's reputation. Even a seemingly low spam complaint rate of 0.5% is considered alarmingly high in the email industry, as it represents a substantial number of dissatisfied recipients.

To protect both senders and recipients, SendX takes proactive measures.

When a spam complaint is detected, we automatically remove the complainant's email address from the sender's list. This immediate action prevents any further emails from being sent to users who have explicitly indicated they don't want to receive them. By implementing this safeguard, SendX helps maintain the domain reputation of their legitimate users and prevent inadvertent continued spamming. Try SendX for free and test it for yourself. 

When dealing with challenging industries like cryptocurrency or personal finance, maintaining a good domain reputation can be even more crucial. Here's what one SendX user had to say about their experience:

 "SendX has been amazing for my company. We exist in the personal finance space and do some work with crypto so it was a challenge to find an email system that would allow us to send this type of content while offering the suite of automation tools we needed. SendX was the perfect solution to our email marketing problems. Their customer service is also a massive pro for me. I've never run into an issue they couldn't solve within an hour or two, and their live chat is actually very helpful unlike many others." - Nate O., Web Developer

Here are 5 simple tips to improve your domain reputation:

1. Use your own domain, not a free email service. This shows you're a real business and lets you control your email settings.
2. Send emails consistently, not in sudden big batches. A steady stream of emails looks more natural and trustworthy.
3. Keep your email list clean. Remove addresses that bounce or don't open your emails to avoid looking like a spammer.
4. Make it easy for people to unsubscribe. This prevents them from marking your emails as spam, which hurts your reputation.
5. Send content people want to read. If subscribers engage with your emails by opening and clicking, it boosts your reputation.

5. IP reputation is bad

Email providers (like Gmail, Yahoo, or Outlook) track how recipients interact with emails from each IP address. If users often mark emails from an IP as spam, rarely open them, or if the IP sends a high volume of emails that bounce, its reputation suffers. Conversely, if emails from an IP are frequently opened, replied to, or marked as important, the IP's reputation improves. A good IP reputation increases the likelihood that your emails will reach recipients' inboxes rather than being filtered into spam folders or rejected outright.

Here's why your IP reputation might be bad:

New IP address isn't warmed up

When you start using a new IP address to send emails, you need to build its reputation slowly. This is called "warming up" the IP. If you suddenly send a lot of emails from a new IP, email providers might think it's spam.

Email service provider (ESP) setup problems

Sometimes, the company that sends your emails (your ESP) hasn't set things up correctly. This could include:

• Wrong email headers
• Missing authentication
• No encryption

These technical issues can make email providers suspicious of your messages. Choose a responsible email marketing software like SendX to avoid such problems.

Missing security features

 Good ESPs use security features like TLS (Transport Layer Security) and Return Path Certificates. These help show email providers that your emails are trustworthy.

Problems with the sender's email address

If the email address you're sending from (like no-reply@yourcompany.com) doesn't actually exist or can't receive replies, it can hurt your reputation. Email providers prefer senders who can engage in two-way communication.

Here are 5 ways to improve your IP reputation without any guesswork:

• Encourage engagement with your emails Create compelling content that subscribers want to open, read, and interact with. Higher engagement rates (opens, clicks, replies) signal to email providers that your messages are valuable, boosting your IP reputation.
• Use authentication protocols Implement email authentication methods like SPF, DKIM, and DMARC. These protocols help verify that your emails are legitimate and not spoofed, which can significantly improve your IP reputation and email deliverability.
• Monitor your sender score Regularly check your sender score using tools provided by email service providers or third-party services. This score reflects your IP reputation and can help you identify and address issues before they seriously impact your email deliverability.
• Set up a dedicated IP address If you're sending a large volume of emails, consider getting a dedicated IP address solely for your business. This separates your reputation from other senders and gives you more control. However, you'll need to carefully manage and warm up this IP to build its reputation from scratch.

6. Email authentication is failing

Email authentication verifies that you've given permission to your Email Service Provider (ESP) to send emails on behalf of your domain. It's crucial when using third-party ESPs like SendX, though less of a concern if you're using standard mailbox providers (Gmail, Yahoo, etc.) where authentication is typically handled automatically.

Common reasons for email authentication failure

Email authentication might fail if you have:

• Missing or incorrect SPF, DKIM, or DMARC records
• A"via" domain instead of your own
• A domain that is blacklisted
• Newly registered domain that hasn't built any reputation yet

These issues can significantly impact your email deliverability. At SendX, we offer a free email authentication setup with all our plans and strongly encourage users to complete this process during onboarding.

For a deeper dive into email authentication and common pitfalls, you can refer to our detailed blog here.

How to fix email authentication issues

• Set up SPF (Sender Policy Framework): Create or update your SPF record in your domain's DNS settings. Include all authorized IP addresses or servers that send email on your behalf for example: v=spf1 include:_spf.google.com include:_spf.youresp.com ~all
• Implement DKIM (DomainKeys Identified Mail): Generate a DKIM key pair (public and private keys). Add the public key to your domain's DNS as a TXT record. Configure your ESP to sign outgoing emails with the private key.
• Configure DMARC (Domain-based Message Authentication, Reporting & Conformance): Create a DMARC policy in your DNS settings. Start with a monitoring policy (p=none) and gradually increase strictness. For Example: v=DMARC1; p=none; rua=mailto:dmarc-reports@yourdomain.com
• Use your own domain: Avoid using "via" domains or shared domains provided by ESPs. Set up a custom domain for sending emails.
• Check blacklists: Use online tools to check if your domain is on any blacklists. Follow each blacklist's removal process if listed.
• Work with your ESP: Many ESPs offer authentication setup assistance. Ensure your ESP supports and correctly implements all authentication methods.

7. Email Engagement is Poor

When your emails consistently go unopened, it raises red flags for service providers. Low engagement rates can lead them to view your domain as low-value, increasing the risk of your messages being marked as spam. This not only wastes resources but also damages your domain's reputation over time.

Maintain a clean and engaged list

To combat this issue, focus on maintaining a clean and engaged subscriber list. Regularly remove inactive subscribers and keep your database up-to-date with active users. Additionally, conduct thorough cohort analysis to measure user engagement patterns over time. This approach allows you to understand your audience better and tailor your content accordingly. It would also be a good idea to do some in-depth cohort analysis to measure user engagement over a specific period.

Consider implementing a double opt-in process for new subscribers. While single opt-in is quicker, double opt-in ensures higher-quality leads and better engagement. With double opt-in, subscribers confirm their email address, reducing the risk of invalid emails and improving your overall list quality.

Don't buy lists

Resist the temptation to purchase or scrape email lists. While these methods might seem like quick ways to grow your audience, they often lead to poor engagement and can severely damage your domain's reputation. Instead, focus on organic growth strategies that attract genuinely interested subscribers.

Segment your audience

One of the most effective ways to boost engagement is through targeted segmentation. By dividing your audience based on interests, behaviors, and other relevant factors, you can create more personalized and relevant email campaigns. This approach significantly increases the likelihood of engagement, keeping your messages out of spam folders.

With SendX, you can segment your audience based on a wide range of factors, including type of page visited, company name, demographic data such as age, gender, DOB, email opens, clicks.

Choose an Email Marketing Software That Helps You Land in the Inbox

Don't let poor email deliverability hold your business back. Start by auditing your current email practices, then implement these strategies one by one. In the competitive business world, reaching your customers' inboxes can be the difference between thriving and merely surviving

For businesses in specialized industries, finding the right email marketing platform can be challenging. But here's how one small business owner found success with SendX:

"SendX is a very powerful email campaign platform that allows network marketing for cryptocurrency. Najwa Syeda walked me through sending my first SendX email campaign with patience and ease over Google Meet." - Sunny W., Small Business Owner

SendX is designed to address the email deliverability challenges we've discussed throughout this article. Here's how we can help you improve your email marketing ROI:

1. Proprietary Deliverability Engine: Our advanced technology ensures your emails reach the inbox, not the spam folder.
2. Smart List Management: We help you maintain clean and engaged lists with automatic list cleaning and threat analysis.
3. Authentication Support: SendX assists with proper email authentication setup, including SPF, DKIM, and DMARC.
4. Reputation Management: We automatically repair IP and domain reputation issues to keep your sender score high.
5. Expert Support: Our dedicated deliverability team provides tailored assistance to optimize your email performance.
6. Intelligent Segmentation: Create behavior-based segments and use dynamic personalization to boost engagement.
7. Interactive Email Editor: Design compelling emails that encourage opens and clicks, improving your overall engagement metrics.

With SendX, you're not just getting an email marketing platform; you're partnering with a team dedicated to your email success. We offer chat, email, and phone support with experts who understand the nuances of email deliverability.

Claim your free trial of SendX here. No credit card is required to sign and you can cancel anytime. Experience email marketing that really works, and see why businesses trust SendX to reach the inbox, not the spam folder.