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Why Are My Emails Going to Spam? Best Ways to Fix the Problem

Email marketing is an effective strategy for businesses to reach their target audience and drive engagement. However, one major challenge that email marketers often face is the risk of their emails ending up in the spam folder. That’s why marketers often ask «Why is my emails going to spam?». In this article, we will explore the reasons why emails go to spam and provide you with the best practices to improve email deliverability and avoid the dreaded spam folder.

Why Spam Is A Problem For Email Marketers

Spam emails pose significant issues for email marketers due to the following reasons:

  • Reduced Reach. Emails that land in the spam folder have a limited chance of being seen by the intended recipients, resulting in reduced reach and lower engagement rates.
  • Damaged Reputation. Consistently sending emails that are marked as spam can damage your sender’s reputation and hinder future email deliverability.
  • Wasted Efforts. Crafting well-designed and compelling email campaigns becomes futile if they are not reaching the target audience.

So, spam emails not only hinder your ability to reach your audience but also have negative implications for your brand reputation and email marketing efforts.

What’s A Spam Filter And How Does It Work?

Spam filters are designed to detect and block unwanted or malicious emails from reaching recipients' inboxes. These filters use a combination of algorithms and rules to analyze various aspects of an email, including content, sender reputation, and authentication, to determine its legitimacy.

Why Are My Emails Going to Spam? (The Most Common Reasons)

Sending emails that end up in the spam folder can be frustrating and detrimental to your email marketing efforts. Understanding the reasons behind emails going to spam is crucial for improving email deliverability and ensuring your messages reach the intended recipients. If you often wonder why my email goes to spam, there are several common reasons. By identifying these factors, you can take corrective measures to improve email deliverability.

Poor Sender Reputation

When looking for an answer to why does my emails go to spam, you should pay attention to your reputation as a sender. A sender's reputation plays a significant role in email deliverability. If your sender IP address or domain has been associated with spam in the past, it can negatively impact your email deliverability. Some factors that contribute to a poor sender reputation include:

  • Sending emails from a shared IP address that has been flagged for spamming.
  • Consistently sending emails to invalid or inactive email addresses.
  • Receiving a high number of spam complaints from recipients.

Content Triggers

Sometimes important emails are going to spam because of certain triggers that are contained in your content. The content of your emails can trigger spam filters, leading to them being marked as spam. Common content triggers include:

  • Excessive use of capital letters, especially in the subject line or body.
  • Using misleading subject lines that do not accurately represent the content of the email.
  • Including too many hyperlinks or URLs in the email.
  • Using excessive promotional language or aggressive marketing tactics.
  • Including attachments or suspicious file types.

Lack of Authentication

Email authentication protocols are essential for establishing sender legitimacy and ensuring email security. The absence of proper authentication can increase the likelihood of your emails being marked as spam. The most common authentication protocols are:

  • SPF (Sender Policy Framework): It verifies that the sender's IP address is authorized to send emails on behalf of the domain.
  • DKIM (DomainKeys Identified Mail): It adds a digital signature to the email headers, allowing the recipient's server to verify the email's integrity and authenticity.
  • DMARC (Domain-based Message Authentication, Reporting, and Conformance): It provides a policy framework for combining SPF and DKIM, allowing you to specify how the recipient's server should handle unauthenticated emails.

Use an Email Verifier to Spot Issues

An email verification software like Atompark Email Verifier can help identify and remove invalid or inactive email addresses from your subscriber list. By ensuring your list is clean and up to date, you can improve deliverability and reduce the risk of emails bouncing or being marked as spam.

Regularly verify your email addresses to maintain a healthy subscriber list. Remove email addresses that consistently bounce or show signs of inactivity. Implement a double opt-in process to confirm the validity of new subscribers.

Set Up Proper Authentication

​If you don't want your marketing emails going to spam, look for SMTP services that offer features such as robust authentication protocols like SPF, DKIM, and DMARC. Authentication protocols play a crucial role in establishing your sender legitimacy and preventing your emails from being marked as spam. Implement SPF (Sender Policy Framework) to specify the authorized IP addresses that can send emails on behalf of your domain. Set up DKIM (DomainKeys Identified Mail) to add a digital signature to your emails, ensuring their integrity and authenticity. Enable DMARC (Domain-based Message Authentication, Reporting, and Conformance) to specify how ISPs should handle unauthenticated emails, increasing deliverability and security. Find the right email mass sender that allows you to work with the right SMTP service for your needs. For example, Atomic Mail Sender allows you both to connect SMTP services and provides access to the built-in SMTP service.

Use a Dedicated Sending Service for Your Campaign

Utilizing a dedicated email-sending service or a reputable Email Service Provider (ESP) can significantly enhance your email deliverability. Dedicated sending services have established sender’s reputations, which can positively impact your email deliverability.

Reputable ESPs often have strong relationships with ISPs, ensuring that your emails are more likely to reach the inbox. These services offer advanced features and tools to monitor and optimize your email campaigns for better deliverability.

Follow Email Design/Copy Best Practices When Sending Emails

If sent emails are going to spam, you should check their content. The design and content of your emails can influence whether they end up in the spam folder or the inbox. Follow these best practices: 

  • Use a clean and professional email template with a clear and visually appealing layout.
  • Keep your subject lines concise, relevant, and personalized.
  • Avoid excessive use of capital letters, excessive exclamation marks, or spam-triggering keywords.
  • Optimize your images and use descriptive alt text.
  • Include a clear and prominent unsubscribe link, contact information, and physical address.

Test your emails across various email clients and devices to ensure proper rendering and compatibility.

Properly Maintain Your Subscriber Lists

Maintaining a clean and engaged subscriber list is crucial for maintaining good email deliverability. Regularly remove inactive or unengaged subscribers from your list.

Segment your list based on user preferences and engagement levels to send targeted and relevant content. Honor unsubscribe requests promptly to reduce spam complaints and maintain a positive sender reputation.

Ask Recipients to Whitelist Your Emails

Encouraging recipients to whitelist your email address can help bypass spam filters and ensure your emails reach the inbox. Include a clear and concise request in your emails, asking recipients to add your email address to their contacts or whitelist. Provide instructions on how to whitelist different email clients or webmail services. Educate recipients on the benefits of whitelisting, such as ensuring they receive important updates and offers from your brand.

Craft Engaging and Personalized Content

Write compelling subject lines that accurately reflect the email content, and avoid using spam trigger words. Personalize your emails by addressing recipients by their names and tailoring the content to their interests and preferences. Provide valuable and useful content that encourages recipients to engage with your emails.

Monitor and Improve Engagement Metrics

Monitor metrics such as open rates, click-through rates, and bounce rates to gauge subscriber engagement. Identify inactive or disengaged subscribers and implement re-engagement campaigns or remove them from your list. Encourage recipients to add you to their contacts or whitelist your email address to ensure future deliverability. Using email marketing software for your mass mailings, you will be able to get all the data you need, analyze and compare it, which allows you to identify dangerous trends.

Maintain a Consistent Sending Schedule

Avoid sudden spikes or drops in email volume, as it can raise suspicion and trigger spam filters. Develop a consistent sending schedule and stick to it to establish a positive sender reputation.

Monitor and Resolve Technical Issues

Regularly test your email templates to ensure they display correctly across different email clients and devices. Check for broken links, missing images, or other technical issues that may affect the user experience. Monitor your IP reputation and domain reputation using email deliverability tools or services.

Maintain a Good Sender Reputation

When looking for an answer to why is my email being marked as spam, don't forget to check your sender’s reputation. Monitor your sender reputation using tools like SenderScore or GlockApps.

Avoid engaging in spammy practices such as sending unsolicited emails or using deceptive subject lines.


Understanding the reasons why your emails go to spam is essential for improving email deliverability. By implementing the tips mentioned above, including using an email verifier, setting up proper authentication, utilizing dedicated sending services, following email design and copy best practices, maintaining clean subscriber lists, and encouraging recipients to whitelist your emails, you can increase the chances of your emails reaching the inbox and achieving better engagement with your audience. Now you can analyze and answer for yourself why my emails are going to junk and what I can do to avoid it in the future. Use useful software to clean up your mailing lists, get analytical data, and manage your mailings and it will make your mass mailing experience even better. 

Protect Your Sender Reputation.

Verify Your Email List and Boost Your Email Deliverability Today! Try Atomic Mail Verifier for Free.

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