9 Reasons why Your Emails Are going to Spam Filter And (What to Do About It)

Did you know that a whopping 45% of all emails end up in spam folders? That’s nearly half of all the messages sent! For businesses relying on email marketing, this is a serious problem.

Imagine spending hours crafting the perfect email for your marketing campaign, only to have it disappear into the black hole of spam folders. It’s frustrating, right? You’re not alone. Many legitimate businesses struggle with their important messages being mistaken for spam mail.

This blog post is here to help. We’ll look into the top 9 reasons why your carefully planned email marketing campaigns might be falling victim to spam filters. But we won’t just point out the problems – we’ll also give you practical solutions to fix them.

Our goal is simple: to help you understand why your emails might be going to spam and show you how to keep them landing in your readers’ inboxes where they belong. By the end of this post, you’ll have the knowledge to improve your email deliverability and make your email marketing more effective.

So, Whether you’re new to email marketing or looking to optimize your current strategies, this guide will equip you with the knowledge to navigate the complexities of email deliverability successfully. Let’s dive in and ensure that your valuable emails always land where they belong – in your subscribers’ inboxes.

Understanding Spam Filters: How They Work

Before jumping into why your emails might end up in spam filters, it’s important to understand what spam filters are and how they function. 

Spam filters are like gatekeepers for your email inbox, designed to protect users from unwanted, unsolicited, or potentially harmful emails. These filters use sophisticated algorithms and rules to assess incoming emails and decide whether they should be delivered to the inbox or diverted to the spam folder, or blocked entirely.

How Spam Filters Work:

These filters look at different parts of an email to decide if it’s spam or not. They check things like:

• Where the email came from (the sender’s reputation)
• What’s in the subject line
• The content of the email
• Any links or attachments in the email

Spam filters use complex rules and sometimes even artificial intelligence to make these decisions. They’re constantly learning and updating to catch new types of spam.

Understanding how spam filters work is crucial for email marketers. It helps you proactively address factors that could lead to your emails being flagged as spam. In the next sections, we’ll explore ten common reasons why legitimate emails may trigger spam filters and provide actionable tips on how to mitigate these issues. 

How to Check If Your Emails Are Going into the Spam Folder

If your emails end up in spam, your message might never reach your audience. Here’s a quick guide to check if your emails are being marked as spam:

• Send test emails to various email addresses on different email providers (e.g., Gmail, Yahoo, Outlook).
• Analyze bounce-back messages for any spam-related issues.
• Look for unusual drops in open rates, click-through rates, and high bounce rates.
• Utilize email testing services like Mail-Tester, GlockApps, or Litmus to check spam scores and deliverability.
• Review your emails with popular spam filter checks (e.g., SpamAssassin).
• Ensure your domain has proper DNS records, such as SPF, DKIM, and DMARC.
• Ask recipients to check their spam folders and mark your emails as “Not Spam.”

Reasons Why Your Emails Are going to Spam Filter

1. Poor Email Authentication

Email authentication is like a security check for your emails. It uses protocols such as SPF, DKIM, and DMARC to verify that the emails you send are actually from you and not from someone pretending to be you (like spammers do). Here’s what each protocol does:

• SPF (Sender Policy Framework): It specifies which mail servers are allowed to send emails on behalf of your domain. If your SPF record isn’t set up correctly, some email providers might not trust your emails.
• DKIM (DomainKeys Identified Mail): This adds a digital signature to your emails. It helps verify that the email was sent by you and hasn’t been altered in transit.
• DMARC (Domain-based Message Authentication, Reporting & Conformance): This policy builds on SPF and DKIM to give email senders more control and visibility into how their emails are handled. It helps prevent spoofing and phishing attacks.

Importance of properly configuring these settings:

When these protocols are set up correctly, it increases the chances that your emails will reach your subscribers’ inboxes instead of being marked as spam. It shows email providers that you are a legitimate sender and helps protect your brand’s reputation.

How to check and improve authentication:

You can check your SPF, DKIM, and DMARC settings through your email service provider or IT department. Make sure they are correctly configured for your domain. You might need technical help for this, but it’s worth it to ensure your emails have a better chance of being delivered properly. Many email service providers offer guides or support to help you set up these protocols correctly. Let’s discuss the second reason your emails might be going to spam.

2.Using Spammy Content and Trigger Words

When crafting emails, it’s important to avoid using content that triggers spam filters. These filters are designed to detect certain keywords and phrases commonly associated with spam. Here are some common triggers and tips to help you avoid them:

Common Trigger Words and Phrases:

• Excessive punctuation: Multiple exclamation marks (!!!) or question marks (???).
• All-caps: Writing in all capital letters

Examples of Spammy Content:

• Subject lines like “URGENT: Claim your FREE gift NOW!!!”
• Body text with phrases like “Buy now, best deal ever!!!”

Tips for Crafting Content that Avoids Spam Filters:

• Use clear and relevant language: Be straightforward about your offer or message without resorting to hype or sensationalism.
• Avoid excessive punctuation and all-caps: Use punctuation and capitalization sparingly and appropriately.
• Personalize your emails: Address recipients by their name and tailor content based on their interests to increase engagement and legitimacy.
• Provide value: Focus on delivering useful information, promotions, or content that genuinely benefits your recipients.
• Test your emails: Use spam filter testing tools provided by some email service providers to check how your emails perform against common spam filters before sending them out.

By being mindful of these tips and avoiding spammy content, you can improve the chances of your emails reaching your subscribers’ inboxes rather than getting caught in spam filters. 

3. Low Sender Reputation

Importance of Sender Reputation in Email Deliverability: 

Your sender reputation is like a credit score for your email domain. It plays a crucial role in determining whether your emails reach your recipients’ inboxes or get sent to the spam folder. A high sender reputation means email providers trust you, while a low sender reputation signals potential spam, leading to more of your emails being filtered out.

Factors influencing sender reputation:

• Engagement rates: How often people open, click, or reply to your emails.
• Spam complaints: How many people mark your emails as spam.
• Bounces: How many of your emails can’t be delivered.
• Sending volume and consistency: Sudden spikes or drops in email volume can look suspicious.
• Content quality: Are you sending valuable content or just promotional material?

Strategies to Improve Sender Reputation Over Time:

• Send Relevant Content: Personalize your emails and provide content that is valuable and tailored to your subscribers’ interests.
• Engagement Strategies: Encourage recipients to interact with your emails by including clear calls-to-action and relevant offers.
• Optimize Sending Practices: Use analytics to determine the best times to send emails for maximum engagement and adjust your strategy accordingly.
• Monitor and Respond: Keep track of your email performance metrics and promptly address any issues such as high bounce rates or spam complaints.
• Use Authentication Protocols: Implement SPF, DKIM, and DMARC to authenticate your emails and protect your sender reputation from spoofing and phishing attempts.

By actively managing and improving your sender reputation, you increase the likelihood that your emails will be delivered successfully to your subscribers’ inboxes. 

4. Unoptimized HTML and CSS

We’ve covered the importance of crafting spam-free content and building a strong sender reputation. But there’s another layer to consider: the technical side of your emails. Believe it or not, poorly coded HTML and CSS can also trigger spam filters.

Here’s why: Spammers often use complex code with hidden elements or misleading information. Spam filters are trained to spot these red flags. So, if your email template has clunky code with excessive tags or unsupported features, it might get caught in the crossfire.

Common issues:

1. Complex HTML structures
2. External CSS stylesheets
3. JavaScript (most email clients block it anyway)
4. Large image-to-text ratios
5. Broken or incomplete tags

To avoid this technical pitfall, here are some best practices for coding your email templates:

• Use Inline CSS: Instead of linking to external stylesheets, embed your CSS code directly within the HTML of your email. This keeps things clean and avoids potential issues with the filters.
• Avoid JavaScript: Spam filters often view JavaScript with suspicion. It’s best to stick with HTML and CSS for your email design.
• Keep it Simple: Use clean, well-structured code and avoid unnecessary elements or complex layouts. The simpler your code, the less likely it is to trigger spam filters.

But don’t worry, you don’t have to be a coding whiz to create effective email marketing campaigns. There are many tools and resources available to help you test your email templates and ensure they are coded correctly:

• Email Template Testing Services: Several online services allow you to test your email templates for spam filter compatibility before you hit send.
• Online Code Validators: Use online tools to validate your HTML and CSS code and identify any errors or potential issues.

By following these tips and leveraging available resources, you can ensure your email templates are coded cleanly and avoid unnecessary roadblocks from spam filters. 

5. Lack of Subscriber Engagement

How Low Engagement Rates Affect Email Deliverability: 

Low engagement rates—measured by metrics like open rates, click-through rates, and replies—can significantly impact your email deliverability. Email providers use these metrics to gauge whether recipients find your emails valuable. If a large portion of your audience ignores your emails, or worse, marks them as spam, it signals to email providers that your content may not be relevant or wanted. This can lead to more of your emails being sent to the spam folder.

Strategies to Improve Engagement:

• Segmentation: Divide your email list into segments based on demographics, interests, or past interactions. This allows you to send targeted and personalized content that resonates with each group.
• Personalization: Address recipients by their name and tailor content to their preferences and behaviors. Personalized emails are more likely to capture attention and encourage interaction.
• Relevant Content: Provide value to your subscribers by delivering content that is timely, informative, and aligned with their interests. Avoid generic or overly promotional messages.
• A/B Testing: Experiment with different subject lines, content formats, and send times to determine what resonates best with your audience.
• Win-Back Campaigns: Reach out to inactive subscribers with special offers or reminders to re-engage them with your content.

Remember, a clean list is also essential for maintaining good engagement rates. Regularly remove inactive subscribers who haven’t opened or clicked on your emails in a long time. This not only improves the overall health of your list but also signals to spam filters that you’re actively managing your audience and sending emails to those who want to receive them.

6. Using Misleading Subject Lines

The subject line of your email is the first thing recipients see and a critical factor in whether they open your email or send it straight to the spam folder. Here’s why misleading or deceptive subject lines can negatively impact your email marketing efforts and best practices for writing effective subject lines:

Best Practices for Writing Clear and Relevant Subject Lines:

• Be Honest and Transparent: Clearly communicate the content or purpose of your email in the subject line. Avoid exaggeration, false promises, or clickbait tactics.
• Keep it Concise: Subject lines should be concise and to the point, ideally under 50 characters to ensure they are fully visible on mobile devices and avoid being cut off.
• Personalize When Appropriate: Use recipient names or personalized details to make subject lines more relevant and engaging, but ensure it accurately reflects the content of the email.
• Set Expectations: The subject line should set expectations for what recipients will find when they open the email. Deliver on the promise made in the subject line within the body of your email.
• Avoid Spam Trigger Words: Steer clear of words or phrases that commonly trigger spam filters, such as “urgent,” “free,” or excessive punctuation like multiple exclamation marks.

Writing clear and relevant subject lines is essential for maintaining trust with your audience, avoiding spam filters, and complying with email marketing regulations. 

7. Sending Frequency and Consistency

We’ve covered a lot of strategies to avoid spam filters and craft compelling email marketing campaigns. Now, let’s talk about how often you should be sending those emails.sending frequency and consistency play a crucial role in email deliverability.

Here’s why:

• Inconsistent Sending: If you bombard your subscribers with emails one week and then disappear for months, it sends a mixed message to spam filters. They might start questioning the legitimacy of your emails, potentially impacting deliverability.
• Bombarding Inboxes: On the other hand, overwhelming your audience with emails every single day can lead to frustration and unsubscribes. This not only hurts your engagement rates but can also trigger spam complaints, further jeopardizing your deliverability.

So, what’s the magic number? Unfortunately, there’s no one-size-fits-all answer. The optimal email sending frequency depends on several factors, including:

• Your Industry: Some industries, like e-commerce, might benefit from more frequent communication than others.
• Your Audience: Consider how often your audience expects to hear from you.
• Content Type: Promotional emails might be sent less frequently than newsletters with valuable content.

Here are some best practices for determining the optimal email frequency for your audience:

• Start Slow and Scale Up: Begin with a lower frequency and gradually increase it as you gauge subscriber engagement.
• Track Your Results: Monitor your open rates, click-through rates, and unsubscribe rates to see how your audience reacts to different sending frequencies.
• A/B Testing: Test different sending schedules to see what resonates best with your audience.

Finally, remember the importance of setting expectations with your subscribers. When someone signs up for your email list, let them know how often they can expect to hear from you. This builds trust and ensures they’re prepared for the frequency of your emails.

By finding the sweet spot between consistency and frequency, you can ensure your email marketing campaigns reach your audience at the right time and with the right message, fostering engagement and driving results.

8. Missing or Unclear Unsubscribe Options

Providing clear and accessible unsubscribe options in your emails is not just a legal requirement but also an ethical consideration that impacts your email marketing efforts. Now understand  why it matters and how to ensure your unsubscribe process is effective:

Here’s why unsubscribe options are so important:

• Legal Requirements: Anti-spam laws like CAN-SPAM in the US and CASL in Canada mandate that all commercial emails include a clear and easy way for recipients to unsubscribe. Failing to do so can result in hefty fines.
• Ethical Considerations: Respecting your subscribers’ wishes is crucial. If they don’t want your emails, they should be able to opt-out easily. Making it difficult to unsubscribe damages trust and can lead to frustration and spam complaints.
• Spam Complaints: If recipients can’t find an unsubscribe option, they might resort to marking your emails as spam. This can negatively impact your sender reputation and deliverability rates.

So, how can you create an effective unsubscribe process? Here are some key points to consider:

• Clear and Prominent Unsubscribe Link: Make sure your unsubscribe link is easy to find and readily visible. Ideally, it should be placed at the bottom of every email you send.
• One-Click Unsubscribe: Don’t require recipients to jump through hoops or answer complicated questions to unsubscribe. A single click should be all it takes.
• Confirmation Opt-Out: Once a recipient clicks unsubscribe, send a confirmation email letting them know they’ve been successfully removed from your list.
• Respect Unsubscribes: Once someone unsubscribes, don’t add them back to your list without their explicit permission.

By creating a clear and user-friendly unsubscribe process, you not only comply with legal requirements but also build trust with your audience. This shows you respect their choices and value their time. Remember, a happy subscriber is a more engaged subscriber.

9.Failure to Monitor Email Analytics

Email analytics are like a report card for your email campaigns. They tell you what’s working, what’s not, and where you can improve. Ignoring these metrics is like driving with your eyes closed.Analytics help you understand your audience, refine your strategy, and improve deliverability. They’re crucial for avoiding the spam folder and boosting engagement.

Key metrics to track:

• Open rate: Percentage of recipients who open your email.
• Click-through rate (CTR): Percentage of recipients who click on links in your email.
• Bounce rate: Percentage of emails that couldn’t be delivered.
• Unsubscribe rate: Percentage of recipients who opt out of your list.
• Spam complaint rate: How often your emails are marked as spam.
• Conversion rate: Percentage of recipients who complete a desired action.

Remember, email marketing is an ongoing process of experiment, analysis, and improvement. By embracing email analytics and using the data to your advantage, you can continuously refine your approach and send emails that resonate with your audience, ultimately leading to a thriving email marketing program.

Pro tip: Use a CRM like SalesTown CRM for Effective Email Marketing Campaigning!

SalesTown CRM offers email marketing capabilities within the CRM that allows you to easily create, send, and track your email campaigns. With built-in analytics tools, you can monitor your key performance metrics and gain valuable insights into your audience’s behaviour. This helps you optimize your future campaigns for better results.

Book a free demo to learn more!

Final Thoughts:

By implementing these strategies, you’re not just avoiding spam filters; you’re also creating better, more engaging email campaigns. This means happier subscribers, improved open rates, and ultimately, better results for your email marketing efforts.

Don’t be discouraged if you don’t see immediate changes. Building a strong email marketing presence takes time and consistent effort. Keep refining your approach, stay updated with best practices, and always prioritize providing value to your subscribers.

Your journey to inbox success starts now. Take these insights, apply them to your email marketing strategy, and watch as your messages begin to consistently reach their intended destination – your subscribers’ inboxes.

Happy emailing!📧