Deliverability and inboxing tips in 2023Register now
Whether you're trying to keep in touch with friends and family, reach out to a potential employer, or broker a business deal, this can cause major headaches as well as missed opportunities.
But don't worry--there are plenty of steps you can take to help ensure emails land directly in your recipients' inboxes.
In this article, we will explore the reasons behind emails going to spam folders and provide practical tips for both senders and receivers on how to effectively address this issue.
To tackle the issue of emails going to spam, it's important to understand how email filters work. Email providers use sophisticated algorithms that analyze various factors to determine whether an email is spam or legitimate.
Common reasons why legitimate emails may be flagged as spam include the use of trigger words or phrases, improper formatting, poor sender reputation, and other suspicious characteristics.
For example, if a sender uses words like "free," "urgent," "guaranteed," or "limited time offer" in the subject line or body of an email, it may trigger spam filters. Similarly, emails with excessive capitalization, multiple exclamation marks, or poor formatting may also be flagged as spam.
Moreover, if the sender's domain or IP address has a poor reputation due to previous spamming activities, it can significantly impact email deliverability.
Examples of trigger words or phrases that may result in emails being flagged as spam:
"Make money fast!"
"Lose weight quickly!"
"Act now and save!"
"Congratulations, you've won!"
"Get rich in no time!"
When legitimate emails end up in spam folders, it can have a significant impact on both senders and receivers. For senders, it can result in missed opportunities, decreased open rates, and potential loss of business.
For example, a marketing campaign email that goes to the spam folder may not reach the intended audience, resulting in lost sales or reduced brand visibility. Moreover, it can affect the reputation of the sender, as receivers may mark future emails from the same sender as spam, leading to further deliverability issues.
For receivers, emails going to spam can cause inconvenience and missed information. Important emails, such as job offers, business inquiries, or time-sensitive communications, may be overlooked or missed if they end up in the spam folder. This can result in delays, misunderstandings, and potential loss of opportunities.
As a sender, there are several practical tips you can follow to ensure that your emails avoid spam filters and reach the recipients' inbox:
1. Use Clear and Relevant Subject Lines: Avoid using misleading or spammy subject lines that may trigger spam filters. Be concise, specific, and relevant to the email's content.
Example: Instead of "Make Money Fast!" use "New Business Opportunity for You!"
2. Avoid Spammy Language and Formatting: Avoid using trigger words, excessive capitalization, multiple exclamation marks, or poor formatting that may raise suspicion and trigger spam filters.
Example: Instead of "URGENT!! FREE OFFER!!!", use "Important Update: Exclusive Offer for You!"
3. Authenticate Your Emails: Use authenticated methods, such as DomainKeys Identified Mail (DKIM) and Sender Policy Framework (SPF), to verify your email's authenticity and improve deliverability.
Example: Authenticate your emails with DKIM and SPF to ensure higher deliverability rates.
4. Manage Recipient Engagement: Monitor and manage recipient engagement, such as open rates, click-through rates, and unsubscribes, to maintain a good sender reputation. High engagement signals to email providers that your emails are legitimate and relevant to the recipients, which can help avoid being marked as spam.
Example: Regularly monitor and analyze recipient engagement metrics to ensure that your emails are relevant and engaging to maintain a good sender reputation.
5. Build a Good Sender Reputation: Establish a good sender reputation by sending emails from a reputable domain, using a dedicated IP address, and maintaining a clean email list. Avoid sending emails to purchased or outdated email lists, as it can negatively impact your sender reputation and result in emails being flagged as spam.
Example: Build a good sender reputation by using a reputable domain, a dedicated IP address, and maintaining a clean and updated email list.
6. Test Emails Before Sending: Test your emails using spam-checking tools and send test emails to different email providers to check if they are landing in the inbox or spam folder. This can help you identify and fix any issues before sending your emails to a larger audience.
Example: Use spam-checking tools and send test emails to different email providers to ensure that your emails are landing in the inbox and not in the spam folder.
As a receiver, there are also steps you can take to prevent legitimate emails from going to your spam folder:
1. Check Your Spam Folder Regularly: Make it a habit to check your spam folder regularly to ensure that legitimate emails are not mistakenly marked as spam. If you find a legitimate email in your spam folder, mark it as "Not Spam" to help train your email provider's spam filter.
Example: Check your spam folder regularly and mark legitimate emails as "Not Spam" to help train your email provider's spam filter.
2. Whitelist Trusted Senders: Whitelist email addresses or domains from trusted senders to ensure that their emails bypass the spam filter and land in your inbox. Most email providers allow you to create a whitelist of trusted senders to prevent their emails from going to spam.
Example: Whitelist email addresses or domains from trusted senders to ensure their emails are delivered to your inbox.
3. Update Your Email Provider's Filter Settings: Check and update your email provider's filter settings to ensure that the spam filter is not set too aggressively, which may result in legitimate emails being marked as spam.
Example: Review and update your email provider's filter settings to ensure that legitimate emails are not marked as spam.
4. Report Spam Accurately: If you receive spam emails, report them accurately to your email provider to help improve their spam filter accuracy. Avoid marking legitimate emails as spam, as it can negatively impact the sender's reputation and result in their future emails being flagged as spam.
Example: Report spam emails accurately to your email provider to help improve their spam filter accuracy and avoid marking legitimate emails as spam.
Emails going to spam can be frustrating for both senders and receivers, but by understanding the reasons behind it and following practical tips, it is possible to improve email deliverability and prevent legitimate emails from ending up in the spam folder.
Senders should focus on using clear and relevant subject lines, avoiding spammy language and formatting, authenticating their emails, managing recipient engagement, building a good sender reputation, and testing emails before sending.
Receivers should regularly check their spam folder, whitelist trusted senders, update their email provider's filter settings, and report spam accurately. By taking proactive measures, we can ensure that important emails reach the intended recipients' inbox and prevent valuable information from being missed or overlooked.
📜 Related articles:
◾ Spam Complaint Rate: What It Is and How to Reduce It
◾ How to understand that email goes to spam?
◾ How to deal with spam traps?