Did you know 1 in 5 emails never makes it to the inbox? This happens because of spam filters and poor email practices. Here's why your emails might end up in spam and how to fix it:
Quick Fixes:
See your sender score as the trust level for your email spot and IP. Just like money lenders check scores to know if you can pay back, email services like Gmail, Outlook, and Yahoo look at sender scores to see if your emails go to the inbox or are marked as spam. Your score stands on two main points: IP score (linked to where you send from) and domain score (tied to your email's home). The risk is big - 1 in 5 emails never reach the inbox, and while 95% of people look at their main inbox every day, only 58% check their spam box. A low sender score can trap your emails in spam hell.
Knowing what hits your sender score is key to keeping it safe.
A few wrong steps can drop your score fast. For example, if more than 0.3% of people tag your email as spam instead of leaving your list, it can really mess up where your emails end up. This is when people mark your mail as spam instead of just signing off.
"Some spam complaints could come from not having an easy unsubscribe", says Email Marketing Manager Tracie Pang. "You should have a one-click unsubscribe button to comply with Gmail and Yahoo, but also because it's the best way to make sure someone isn't just marking you as spam out of frustration."
Bad things that hurt how others see you include buying lists of email, sending notes to wrong addresses, and keeping on emailing people who do not care anymore. Rob Pellow, a big shot at Armadillo, says it straight: "An IP reputation is tough to build, easy to lose, and tough to get back."
You can't fix what you can't track. Luckily, some tools let you watch your sender reputation:
After checking your reputation, it's time to act. Start by using email safety rules like SPF, DKIM, and DMARC. These make sure ISPs know your emails are real. Next, make your email list clean by taking off wrong addresses and people who don’t care.
Watch how people react to your emails to check your list’s health. A good sign is an open rate of 18% or above. If people aren't opening your emails enough, try to split your list to send more fitting content.
Don't take easy ways like buying email lists - they have many spam traps and uninterested folks that can ruin your reputation. Instead, build your list slowly by clear sign-up steps.
For fixing your sender reputation, tools like Warmforge can make a big difference. They use AI to act like natural email patterns, helping your emails go into main boxes while keeping your reputation safe. With a clean list, right safety measures, and clever strategies, you’ll move towards better email sendings.
Email checks are key to make sure your messages go into inboxes and not get stopped or seen as spam. They work by checking who you are using three main rules: SPF, DKIM, and DMARC. When these are set right, they can help a lot in getting emails through - just DMARC rules alone (set to "p=reject") have made email reach up by over 10% with big email companies. Still, less than 20% of places have their DMARC rules set strong to fight fake emails.
Each rule has its own part in checking emails, all working together to keep your place from being used the wrong way:
| Protocol | Purpose | How It Works | Security Benefit |
|---|---|---|---|
| SPF | Checks allowed senders | Keeps a list of okay IPs and domains in DNS | Blocks fake sender info by those not allowed |
| DKIM | Proves who sent it | Puts a coded sign on email tops using locked/unlocked key codes | Stops changes and fakes in messages |
| DMARC | Handles failed checks | Tells mail servers what to do with emails that fail SPF or DKIM tests | Keeps domain safe and gives useful data on issues |
These rules are key to stop fake emails and phishing tricks. For instance, phishing hit twice as many in 2018, 93% had harmful software that locks files for money. A good login setup not only stops these dangers but also gives good info on how you send emails.
To put these rules in place, you need to change your DNS info:
v=spf1 ip4:xxx.xxx.xxx.xxx include:example.com ~allselector._domainkey.yourdomain.comv=DMARC1; p=none; rua=mailto:yourreport@yourdomain.com; pct=100Even with right info, errors can hurt your work. Here’s what to avoid:
rua=...) for keeping an eye.
Also, change DKIM keys each half year to stay safe and always test your setup after changes to keep email flow smooth. For firms using many email sources, make sure third-party services fit SPF and DKIM rules. This might mean updating your SPF info to add their sending servers.
Spam filters look at all parts of each email's text and shape. Did you know about 20% of all emails are seen as spam? These filters check the words used and how they are laid out. If you use one or two risky words in a good email with the right sender info, it's often okay. But if you put too many spam-like words, ALL CAPS, or a lot of exclamation points, your email might end up in the spam box.
Some words and lines make spam filters worried because they show up a lot in scam emails. With so many spam emails sent each day, filters are good at seeing what's usual in them.
| Category | Plain Words and Phrases |
|---|---|
| Big Promises | #1, Costs nothing, Low cost, With promise, Wonder, No risk, Big save |
| Fast Action Needs | Do now, Click now, Short time, Buy now, Fast, You win! |
| Doubtful Acts | Not spam, No extra fees, Meet folks, Drop weight, Viagra |
| Money Deals | Get money, Free money, Easy money, Cut debt, Get rich |
| Simple Hellos | Hello friend, Hello [Name] |
The setting is key. For instance, using "limited time" in a real sale email does not mean spam filters will catch it. Yet, if you mix many red-flag words with bad layout and a poor sender score, your email might just end up in spam.
How your email looks is as key as what it says. In the U.S., 18% of emails go to spam each year. Bad layout is a big reason why. Spam filters use systems that add up faults in layout. If your email goes over the limit, it's blocked. Usual errors in layout include:
To keep your emails out of spam, make them neat, clear, and useful.
Staying away from common issues helps make emails that skip spam filters and touch your readers. For example, well-made subject lines, best at 6–10 words, really boost how many people open them. But avoid clickbait .
In your email text, try to have 60% words and 40% pictures. Emails full of pics and few words look fishy to spam filters. Double-checking is key, too - spelling or grammar errors can make your email feel low-quality and not honest.
"If you don't include a greeting or first name, it signals to spam filters that you're mass-blasting an email that could be irrelevant, not specifically intended for a given recipient, or trying to sell something."
- George Zlatin, Digital Third Coast
Last, stay away from using tech stuff like Flash, JavaScript, or files, as they tend to get caught by filters.
The main point isn't to dodge all trigger words - it's to make pro, good emails that truly help your readers. When your words are useful, simple, and follow the right format, you will mostly stay clear of spam filter problems.
Looking after your email list is not just nice; it's needed if you want your emails to get through. Letting your list grow with old or not interested people can mess up how much trust mail servers have in you, causing more of your emails to go to spam.
The usual person gets an amazing 416 emails a month from all over. Email places (ESPs) are quick to hit those with bad list care. If your list has wrong, not active, or old emails, it's like showing a big red flag to spam stoppers.
A bad list might have some types of people that cause problems. They could be:
These issues not only fill your list; they hurt how well your messages get out.
Using a list not well looked after makes trouble grow. Good mail places see high fails from bad emails and think you don't care for your list well. Add that to low times people check your emails, and you are more likely to get stopped by spam nets. Over time, this cuts down how much trust you get, making it tough to reach even those who love your work. Also, mail systems often ask for cash based on how many are in your list, so you're really just wasting money sending to those who won't even look.
To make sure your list stays good, plan a clean out every 3–6 months. Here's how:
Here's a case: Spotify cut their fail count from 12.3% to 2.1% in just 60 days using Mailchimp’s Email Check tool. By cleaning their big list of 45 million and using checks as they add emails, they made their emails work 34% better and made an extra $2.3 million.
"Email list cleaning is like normal hygiene - it should be a regular part of your routine." – Jesse Sumrak, Twilio
Just like key tech fixes such as checking who can get in and making sure content is on point, keeping your email list clean and full of active users is key to staying good with email delivery. A list that is well taken care of makes sure you reach the right folks, helps keep your sender name safe and gets the most out of what you put in.
Like good sign-in steps and right list care, using a set send time is key to keep a strong send name. You might not know, but your email send ways are always seen by Web Service Providers (ISPs). Big changes in your send times can make these providers wary.
When you send mails at odd times or all at once, ISPs will see it - and not in a good way. Big email names like Gmail and Yahoo watch send acts with high-tech tools, and odd send times often make them alert. This issue grows if there's a big jump in the number of emails, as we will talk about next.
"It's all about consistency. Spammers don't have a regular cadence. They just randomly send emails, and a lot of them, all at once." - Carin Slater, Manager of Lifecycle Email Marketing at Litmus
Net firms need email senders to keep even and sure counts. Say, if you normally send 100 emails a day but blast 10,000 on Black Friday, it looks odd. Also, if a company that sends one email a month starts to send many each day when the holidays come without a slow start, net firms may mark those emails as spam.
When such big jumps happen, net firms might slow down or stop your emails to keep their systems safe. This is true for emails to new people, where big rises in numbers set off these stops.
The numbers show this. In 2023, 45.6% of all emails were spam. Big email firms now say those sending over 5,000 emails a day must meet high rules and keep spam reports under 0.3%.
Being steady is key to keep your site's name good and to get emails in the right spots. When you send emails on a set and known plan, net firms get to know your style and are more sure to put your messages in the right place, not spam.
"Maintaining a consistent email sending volume is crucial for preserving domain reputation and ensuring emails land in inboxes." - Cendyn
Slow growth is key, more so when you're using a new IP address or domain. Begin with sending about 10 emails each day. Across one month, up this to 10-20 emails a day, then slowly put five more emails each day per week. This method, named IP warming, tells ISPs you are real, not a spammer.
If you are set to start a big email send, don't send them all at once. Spread them out over some days to keep your send rate the same. For case, instead of sending 50,000 emails in one day, send 10,000 each day over five days.
Also, share emails out in the day to not flood ISPs. Send them from more than one address, slowly, is good too. Watch closely how many people open, click, and don't get your emails to spot if ISPs are slowing them down.
Getting your emails into inboxes - not spam folders - depends heavily on proper email authentication and avoiding spam triggers. Weak or missing configurations can send your emails straight to spam, but strong authentication methods can turn the tide.
| Method | Function | Key Benefit |
|---|---|---|
| SPF | Verifies that an email is sent from an authorized IP address by checking DNS records. | Prevents unauthorized sources from sending emails on your behalf. |
| DKIM | Adds a digital signature to ensure the email content remains unchanged. | Confirms message integrity and verifies the sender's domain. |
| DMARC | Aligns SPF and DKIM to provide a policy for handling unauthenticated emails. | Protects against phishing and spoofing when implemented correctly. |
| BIMI | Builds on DMARC by displaying a verified brand logo in the inbox. | Increases open rates and strengthens brand trust. |
In 2024, 53.8% of email senders reported using DMARC, marking an 11% increase from 2023. Meanwhile, 66.2% of senders use both SPF and DKIM. However, only 3.8% of domains are BIMI-ready, showing that this advanced authentication method remains rare.
"The end goal is ideally a policy of p=reject. That's what DMARC is for. Ensuring that your domain cannot be spoofed and protecting our mutual customers from abuse." - Marcel Becker, Sr. Director of Product Management at Yahoo
Even with strong authentication, provider-specific spam criteria play a big role in deliverability. Common spam triggers - like excessive punctuation, ALL CAPS subject lines, or certain flagged words - can hurt your chances of reaching inboxes. Research shows that 16% of emails (about one in six) still land in spam folders. Considering that 160 billion spam emails are sent daily, following best practices has never been more important.
When it comes to email security and performance, layering authentication protocols is key. For example, BIMI has been shown to increase open rates by up to 21%, yet only 8% of email professionals currently use it. Each protocol strengthens deliverability, with DMARC offering the most robust protection.
For businesses using email warm-up tools like Warmforge, combining gradual sending patterns with strong authentication creates a solid foundation for long-term success. Although DMARC can be tricky to configure, it’s crucial for keeping your emails out of spam folders.
Recent data from Emailtooltester's 2024 deliverability test highlights the importance of proper authentication. ActiveCampaign, for instance, achieved an average deliverability rate of 89.6%, showing how a well-configured setup can result in high success rates across major email providers.
Boosting email deliverability boils down to tackling five critical challenges: a damaged sender reputation, poor authentication, spam-triggering content, neglected email lists, and inconsistent sending practices. The good news? These issues can be resolved with the right approach.
The stakes couldn't be higher. One in five emails never makes it to the inbox, and 20% of opt-in emails end up in spam or junk folders. To stay competitive, aim for a deliverability rate of at least 85%, with the sweet spot being 98-99%.
"Email sender reputation is one of the most important factors that can determine whether your emails reach the intended recipient or not." - Aleksandra Duło, Head of Marketing, EmailLabs
These numbers highlight just how crucial a strong email strategy is. Your sender reputation works much like a credit score - it requires consistent attention and maintenance. Authentication protocols such as SPF, DKIM, and DMARC serve as your digital ID card, signaling to mailbox providers that your emails are legitimate. On top of that, engagement metrics, including open rates and click-through rates, play a significant role in shaping how providers evaluate your campaigns.
"The more that people open, read, click, respond to, and forward your messages, the more apparent it is to mailbox providers that your campaigns belong in the inbox." - Nick Schafer, Sr. Manager of Deliverability and Compliance, Sinch Mailgun
Consistency is key to turning these strategies into results. Regular monitoring is your best ally - track performance metrics weekly, review blacklists monthly, and clean your email lists every quarter. Tools like Google Postmaster Tools and Microsoft SNDS offer valuable insights into how providers perceive your emails. If you're using email warm-up services like Warmforge, combining gradual sending patterns with strong authentication can set the stage for long-term success.
Ultimately, optimizing for deliverability means maximizing your ROI. Every email that lands in an inbox represents a chance to convert, while those lost to spam folders deliver zero return. Start with the essentials: implement proper authentication, maintain clean email lists, and stick to consistent sending practices. These foundational steps will pave the way for future campaign success.
To steer clear of the spam folder and boost your sender reputation, start by authenticating your emails. Use protocols like SPF, DKIM, and DMARC to verify that your messages are coming from a trusted source. This step helps ensure your emails are seen as legitimate and less likely to be flagged as spam.
Another key step is to maintain a clean email list. Remove inactive subscribers and use double opt-in for new sign-ups to confirm their interest. High engagement rates play a big role in your sender reputation, so focus on delivering content that resonates with your audience. And don't forget to make the unsubscribe process simple - this can reduce complaints and spam reports.
Lastly, make it a habit to monitor your sender score. Keep an eye on performance metrics and tweak your strategy as needed. By sticking to these practices, you’ll improve your email deliverability and keep your sender reputation strong.
SPF, DKIM, and DMARC: Email Authentication Explained
SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) are critical tools to ensure your emails land in inboxes instead of being mistaken for spam.
Using SPF, DKIM, and DMARC not only strengthens your domain’s defenses against misuse but also improves your sender reputation. This increases the likelihood that your emails will reach your audience’s inbox as intended.
Maintaining a clean email list is key to ensuring your emails actually reach the inbox and keeping your sender reputation intact. One of the first steps is to remove inactive or unengaged subscribers on a regular basis. This helps lower bounce rates and boost engagement levels across your campaigns. Implementing a double opt-in process is another smart move, as it ensures that only those who genuinely want your emails make it onto your list.
Keep an eye on your bounce rate - aim for less than 0.5%. A higher rate can negatively impact your reputation as a sender. It’s also a good idea to audit your list periodically to weed out invalid or suspicious email addresses. To keep your audience engaged, encourage subscribers to update their preferences or reconnect with your content. These practices go a long way in making sure your emails land in the right inboxes and continue to perform effectively.