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If you've been scratching your head as to why your emails are ending up in Gmail's Spam folder rather than the main inbox, then this blog is for you. In it, we'll take a closer look at what causes emails to go to spam and provide some easy-to-follow steps that you can use right away to increase the chances of your emails being seen by the right people.
From understanding why Gmail might classify certain emails as spam, to learning how attackers use malicious tactics like phishing and domain spoofing, to learning how to ensure delivery, in this post we'll look at the top reasons your emails end up in spam and how to fix it.
Gmail, like many other email providers, uses a variety of algorithms and filters to automatically categorize incoming emails as spam or legitimate messages.
Reason 1. Sender reputation.
If your email server's IP address or domain has a poor sender reputation due to previous spamming activity or misconfiguration, it could result in your emails being marked as spam by recipient email servers.
How to fix it:
- Use a reputable email service provider: Choose a reputable email service provider that follows industry best practices and has a good track record of maintaining high sender reputation.
- Authenticate your email domain: Authenticate your email domain using SPF, DKIM, and DMARC to prove that your emails are legitimate and not being spoofed. This can help establish trust with email providers, including Gmail.
- Keep a clean email list: Regularly clean and update your email list to remove invalid or inactive email addresses. Avoid sending emails to recipients who have previously unsubscribed or marked your emails as spam.
- Engage with your recipients: Encourage your recipients to open, click, and reply to your emails. This can signal to email providers that your emails are relevant and engaging, and not spam. Avoid buying email lists or sending emails to recipients who have not opted-in to receive them.
- Monitor your sender reputation: Keep an eye on your sender reputation by regularly checking if your IP address or domain is blacklisted. If you find that your sender reputation is poor, take necessary actions to address any issues, such as identifying and resolving any spamming activity or misconfigurations.
- Follow email best practices: Follow email best practices, such as avoiding sending emails in bulk, avoiding excessive sending frequency, and using a double opt-in process for subscribers.
- Review your email content: Make sure your email content is legitimate, relevant, and engaging. Avoid using spammy content, such as excessive capitalization, multiple exclamation marks, or misleading subject lines that may trigger spam filters.
- Honor opt-out requests: Include a clear and easy-to-use opt-out mechanism in your emails to allow recipients to unsubscribe if they no longer wish to receive your emails. Honor opt-out requests promptly and ensure that recipients who have unsubscribed are not sent further emails.
- Seek professional help if needed: If you are facing persistent sender reputation issues, you may consider seeking professional help from email deliverability experts or consulting with your email service provider for guidance on improving your sender reputation.
Reason 2. Email content.
If the content of your emails triggers spam filters, such as using certain keywords or phrases commonly associated with spam, excessive use of capital letters, or multiple exclamation marks, it may lead to your emails being marked as spam.
How to fix it:
- Avoid spammy content: Make sure your email content does not contain spammy elements, such as excessive use of capitalization, multiple exclamation marks, or misleading subject lines. These can trigger spam filters and result in your emails being flagged as spam.
- Be relevant and engaging: Ensure that your email content is relevant and engaging to your recipients. Personalize your emails with recipient's name and use dynamic content that is tailored to their interests, preferences, or previous interactions. Avoid generic or irrelevant content that may be seen as spam.
- Provide value: Offer valuable and meaningful content in your emails that aligns with the expectations of your recipients. This can include informative articles, special offers, exclusive discounts, or relevant updates. Avoid overly promotional or repetitive content that may be perceived as spam.
- Use clear and concise language: Use clear and concise language in your email content to convey your message effectively. Avoid using overly technical or jargon-heavy language that may confuse or bore your recipients. Use a conversational tone that resonates with your audience.
- Include a clear call-to-action (CTA): Include a clear and prominent call-to-action (CTA) in your emails to guide your recipients on what action to take next. Use visually appealing buttons or links that stand out and clearly communicate the desired action, such as "Shop Now," "Register Today," or "Learn More."
- Test your emails: Before sending your emails to your entire list, test them to different email providers and devices to ensure that they render correctly and are displayed as intended. Check for broken links, formatting issues, or any other errors that may affect the readability and effectiveness of your email content.
- Comply with email laws and regulations: Make sure your email content complies with relevant laws and regulations, such as CAN-SPAM Act or GDPR, including providing a clear opt-out mechanism, including your physical mailing address, and obtaining proper consent from your recipients.
- Monitor email engagement metrics: Monitor your email engagement metrics, such as open rates, click-through rates, and unsubscribe rates, to gauge the effectiveness of your email content. Analyze the data and make necessary adjustments to improve the performance of your emails.
- Seek feedback from recipients: Request feedback from your recipients to understand their preferences, expectations, and feedback on your email content. Use this feedback to continuously improve your email content and make it more relevant and engaging to your recipients.
Reason 3. Lack of authentication.
If your emails are not authenticated with SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), or DMARC (Domain-based Message Authentication, Reporting, and Conformance), it could raise suspicions and result in your emails being flagged as spam.
How to fix it:
- Implement SPF (Sender Policy Framework): SPF is an email authentication method that allows the recipient server to verify that the email is sent from an authorized server. Ensure that you have properly set up SPF records for your domain to include all the legitimate email servers that send emails on your behalf. This helps prevent spammers from forging your domain in their emails.
- Enable DKIM (DomainKeys Identified Mail): DKIM is another email authentication method that adds a digital signature to your emails to verify their integrity and authenticity. Enable DKIM signing for your outgoing emails by generating DKIM keys and adding the corresponding DNS records to your domain.
- Set up DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC is a policy-based email authentication protocol that combines SPF and DKIM to provide further protection against email spoofing and phishing attacks. Set up a DMARC policy for your domain to specify how email servers should handle emails that fail SPF or DKIM checks.
- Use a dedicated IP address: If you send a high volume of emails, consider using a dedicated IP address for your outgoing emails. Shared IP addresses used by multiple senders may carry the risk of being associated with spammy activities, which can impact your sender reputation and lead to emails being flagged as spam.
- Monitor your sender reputation: Keep an eye on your sender reputation by regularly checking your sending domain and IP address against blacklists and reputation monitoring tools. Identify and resolve any issues that may negatively impact your sender reputation, such as sending to spam traps, high bounce rates, or high complaint rates.
- Follow email sending best practices: Adhere to email sending best practices, such as maintaining a clean and updated email list, sending emails only to recipients who have explicitly opted in, avoiding sending emails to inactive or unengaged recipients, and promptly processing unsubscribe requests.
- Check for email authentication failures: Monitor your email sending logs for any SPF or DKIM failures. Address any authentication failures promptly by correcting SPF records, DKIM keys, or DMARC policies to ensure that your emails are properly authenticated.
- Educate your recipients: Educate your recipients to recognize and report any suspicious or spoofed emails claiming to be from your domain. This can help prevent your domain from being spoofed by bad actors.
- Work with your email service provider: If you use an email service provider (ESP), work closely with them to ensure that your email authentication settings are correctly configured and aligned with best practices. They can provide guidance and support in fixing any authentication issues.
Reason 4. Poor engagement rates.
If your recipients are not engaging with your emails, such as not opening or clicking on them, it could signal to email providers that your emails are not relevant or wanted, and they may end up in the spam folder.
How to fix it:
- Improve email content: Create engaging and relevant email content that provides value to your recipients. Personalize your emails, use compelling subject lines, and ensure that your content is interesting, informative, and tailored to your recipients' needs.
- Segment your email list: Segment your email list based on recipient preferences, behaviors, and demographics, and send targeted emails to each segment. This allows you to send more relevant and personalized emails, which can result in higher engagement rates.
- Optimize send frequency and timing: Avoid sending emails too frequently or too infrequently, as both can negatively impact engagement rates. Experiment with different send frequencies and timings to identify the optimal schedule for your audience.
- Use a clear call-to-action (CTA): Include a clear and prominent CTA in your emails that directs recipients to take the desired action, such as making a purchase, signing up for an event, or downloading a resource. Use compelling and action-oriented language in your CTAs to encourage recipients to take action.
- Ensure mobile responsiveness: With a significant portion of emails being opened on mobile devices, it's crucial to ensure that your emails are mobile-responsive and display properly on various screen sizes. Mobile-friendly emails are more likely to be engaged with by recipients.
- Clean and maintain your email list: Regularly clean and maintain your email list to remove invalid or inactive email addresses, duplicates, and unsubscribed recipients. A clean and updated email list helps improve engagement rates and reduces the risk of sending emails to uninterested or unengaged recipients.
- Monitor and analyze engagement metrics: Monitor and analyze key engagement metrics, such as open rates, click-through rates, and unsubscribe rates, to identify patterns and trends. Use this data to optimize your email campaigns and make data-driven decisions.
- Test and optimize email elements: Conduct A/B testing on different elements of your emails, such as subject lines, email copy, CTAs, and design, to identify what resonates best with your recipients and improves engagement rates.
- Use re-engagement campaigns: Implement re-engagement campaigns to win back inactive or unengaged recipients. Offer incentives, ask for feedback, or provide special offers to re-ignite their interest and encourage them to engage with your emails.
- Build a strong sender reputation: A good sender reputation is essential for email deliverability and engagement rates. Follow best practices for email sending, authentication, and list management to maintain a positive sender reputation.
Reason 5. Unsubscribed recipients.
If you continue to send emails to recipients who have previously unsubscribed from your list or marked your emails as spam, it could negatively impact your sender reputation and result in your emails going to spam.
How to fix it:
- Ensure Compliance: First and foremost, make sure that you are following all applicable laws and regulations related to email marketing, such as the CAN-SPAM Act in the United States or the General Data Protection Regulation (GDPR) in the European Union. This includes providing a clear and easy way for recipients to unsubscribe from your emails, honoring unsubscribe requests promptly, and maintaining an updated and accurate unsubscribe list.
- Streamline Unsubscribe Process: Make the unsubscribe process simple and straightforward for recipients. Include an unsubscribe link or button in every email you send, and ensure that it is clearly visible and easy to use. Avoid making recipients go through multiple steps or asking for additional information to unsubscribe.
- Segment Your Email List: Use segmentation to ensure that you are sending relevant and targeted emails to recipients who are interested in your content. This can help reduce the number of unsubscribes caused by irrelevant or excessive emails.
- Respect Recipient Preferences: Honor recipient preferences and respect their choices. If a recipient has unsubscribed, ensure that they are promptly removed from your active email list and do not receive any further emails, unless they explicitly opt back in.
- Ask for Feedback: When a recipient unsubscribes, offer them an option to provide feedback on why they are unsubscribing. This can provide valuable insights into any issues or areas for improvement in your email campaigns.
- Monitor and Analyze Unsubscribe Metrics: Regularly monitor and analyze your unsubscribe rates to identify any patterns or trends. If you notice a sudden spike in unsubscribe rates, investigate the possible reasons and take corrective measures.
- Review and Update Email List: Regularly review and update your email list to remove any recipients who have previously unsubscribed. This helps to ensure that you are not sending emails to recipients who have explicitly expressed their desire to unsubscribe.
Reason 6. IP blacklisting.
If your email server's IP address is blacklisted by one or more spam monitoring services or email providers, it can result in your emails being marked as spam and sent to the spam folder.
How to fix it:
- Identify the Blacklisting Reason: Determine the reason behind your IP address being blacklisted. It could be due to sending emails to invalid or non-existent email addresses, sending emails to recipients who have marked your emails as spam, or other violations of email sending policies.
- Resolve the Issue: Once you identify the reason for the blacklisting, take appropriate steps to resolve the issue. For example, clean up your email list to remove invalid or non-existent email addresses, implement double opt-in to ensure recipients are genuinely interested in receiving your emails, or address any violations of email sending policies.
- Request Delisting: Most IP blacklisting authorities provide a process to request delisting. Follow their instructions and submit a delisting request with the necessary information, such as your IP address, the reason for blacklisting, and the steps you have taken to resolve the issue. Be sure to provide accurate and detailed information to increase the chances of a successful delisting.
- Monitor Blacklist Status: Regularly monitor the status of your IP address on popular blacklisting authorities to quickly detect and address any blacklisting issues. There are several free online tools available that allow you to check the status of your IP address across multiple blacklisting authorities.
Reason 7. HTML and coding issues.
If your emails contain coding errors, broken links, or other HTML-related issues, it could trigger spam filters and result in your emails being flagged as spam.
How to fix it:
- Use Valid HTML: Ensure that your emails use valid HTML coding. Avoid missing tags, broken links, or other coding errors that may cause rendering issues or trigger spam filters.
- Optimize for Mobile: Ensure that your emails are optimized for mobile devices, as many recipients now access emails on smartphones and tablets. Use responsive design techniques to ensure that your emails display correctly and are easily readable on different screen sizes.
- Test in Multiple Email Clients: Test your emails in multiple email clients, such as Gmail, Outlook, Yahoo, etc., to ensure that they render correctly across different platforms and devices. Each email client may have its own rendering rules and limitations, so thorough testing can help you identify and fix any HTML or coding issues.
- Avoid Excessive Code: Avoid using excessive or unnecessary code in your emails, as it can increase the chances of triggering spam filters or rendering issues. Use clean and optimized code to ensure that your emails are lightweight and load quickly.
- Use Alt Text for Images: Include alt text for images in your emails, as some email clients may block images by default. Alt text ensures that the recipients can still understand the content of your email even if the images are not displayed.
- Use Web-safe Fonts: Stick to web-safe fonts in your emails to ensure consistent rendering across different email clients. Avoid using custom or obscure fonts that may not be supported by all email clients.
- Check for Broken Links: Verify that all links in your emails are working correctly and are not broken. Broken links can result in a poor user experience and trigger spam filters.
Reason 8. Sending frequency.
If you send emails too frequently, such as multiple emails in a short period of time, it could trigger spam filters and result in your emails being marked as spam.
How to fix it:
- Avoid High Volume Spikes: Avoid sending a high volume of emails in a short period of time, as it can trigger spam filters and negatively impact your sender reputation. Gradually ramp up your email volume over time to establish a consistent sending pattern.
- Monitor Engagement Metrics: Monitor key engagement metrics such as open rates, click-through rates, and unsubscribe rates to gauge the response of your recipients to your emails. Adjust your sending frequency based on these metrics to find the optimal frequency that resonates with your recipients and avoids overwhelming their inbox.
- Monitor Complaint Rates: Keep track of complaint rates, which measure the number of recipients marking your emails as spam, and take corrective actions if the complaint rate exceeds industry benchmarks. High complaint rates can negatively impact your sender reputation and deliverability.
- Use Preference Center: Implement a preference center that allows recipients to customize their email frequency preferences. This empowers recipients to choose their preferred sending frequency and reduces the risk of them marking your emails as spam due to receiving too many or too few emails.
- Test and Optimize: Conduct A/B testing to determine the optimal sending frequency for your audience. Test different sending frequencies and monitor the engagement metrics to identify the frequency that yields the best results in terms of open rates, click-through rates, and conversions.
- Follow ISP Guidelines: Review the sending guidelines of Internet Service Providers (ISPs) to ensure compliance with their recommended sending frequency limits. Different ISPs may have different guidelines, so it's important to be aware of and follow their requirements.
Reason 9. Large attachments.
If your emails contain large attachments, it may raise suspicions and trigger spam filters, resulting in your emails being marked as spam.
How to fix it:
- Use File Sharing Services: Instead of attaching large files directly to your emails, use file sharing services such as Google Drive, Dropbox, or OneDrive to upload the files and share links to download them. This avoids overloading the email with large attachments and reduces the risk of triggering spam filters.
- Compress Files: Compress large files into a ZIP or RAR format before attaching them to emails. Compressed files take up less space, reducing the size of the email attachment.
- Optimize Images: If you need to send images, optimize them for web use by resizing and compressing them. Large image files can significantly increase the size of email attachments, so it's important to optimize them to reduce their size.
- Use Cloud Storage Links: Instead of attaching large files directly to emails, you can upload them to cloud storage services such as Google Drive, Dropbox, or OneDrive and share links to the files in your emails. This allows recipients to download the files as needed and avoids overloading email attachments.
- Provide Download Instructions: If you must attach large files to your emails, clearly provide instructions to recipients on how to download and access the files. This can help prevent confusion and ensure that recipients are able to successfully download the files.
- Use Email Campaign Tools: If you are sending large files as part of an email campaign, consider using specialized email campaign tools that are designed to handle large file attachments. These tools often have built-in features for optimizing file sizes and ensuring email deliverability.
- Consider FTP or SFTP: For very large files, consider using FTP (File Transfer Protocol) or SFTP (Secure File Transfer Protocol) to transfer files instead of email attachments. These methods are specifically designed for transferring large files and may be more efficient and reliable than email attachments.
Reason 10. Sending to inactive or stale email addresses.
If you send emails to email addresses that have not been active for a long time or are no longer in use, it could result in bounces and spam complaints, which can impact your sender reputation.
How to fix it:
- Verify Email Addresses: Before adding email addresses to your mailing list, verify them to ensure that they are active and valid. You can use email verification services or tools to check the validity of email addresses and remove any inactive or stale addresses from your list.
- Regularly Clean Your Email List: Regularly clean your email list to remove inactive or stale email addresses. Use email analytics and engagement data to identify email addresses that haven't engaged with your emails over a certain period of time and remove them from your list.
- Use Double Opt-In: Use a double opt-in process for adding new subscribers to your email list. This requires users to confirm their email addresses by clicking on a confirmation link in a confirmation email before being added to your mailing list. This helps ensure that only active and valid email addresses are added to your list.
- Monitor Bounce Rates: Monitor your email bounce rates regularly. High bounce rates can be an indicator of sending emails to inactive or stale email addresses. If you notice a high bounce rate, investigate and remove any invalid or inactive email addresses from your list.
- Use Email Validation Tools: Utilize email validation tools or services that can help you identify and remove inactive or stale email addresses from your mailing list. These tools can check the validity and activity status of email addresses and provide insights to help you maintain a healthy email list.
Reason 11. Generic "from" and "subject" lines.
If your "from" and "subject" lines are generic or misleading, it could trigger spam filters and result in your emails being marked as spam.
How to fix it:
- Use Personalization: Personalize your "from" and "subject" lines to make them more relevant and appealing to your recipients. Include their name or other relevant information to grab their attention and make the email feel more personalized.
- Be Specific and Descriptive: Avoid generic or vague "from" and "subject" lines. Instead, use specific and descriptive language that accurately reflects the content of the email. This helps recipients understand what to expect from the email and increases the likelihood of them opening it.
- Test Different Variations: Experiment with different "from" and "subject" line variations to see which ones perform better. Use A/B testing to test different approaches and optimize your "from" and "subject" lines for higher open rates and engagement.
- Match the Content of the Email: Ensure that your "from" and "subject" lines align with the actual content of the email. Misleading or mismatched "from" and "subject" lines can lead to disappointment or confusion among recipients, resulting in lower engagement rates.
- Use Branding: Include your brand name or logo in the "from" line to establish trust and recognition with your recipients. This can help improve open rates and engagement by making your emails more identifiable and credible.
Reason 12. Shared IP address.
If you are using a shared IP address to send emails, and other senders using the same IP address engage in spammy behavior, it could negatively impact your sender reputation and result in your emails being marked as spam.
How to fix it:
- Choose a Reputable Email Service Provider (ESP): If you are using an Email Service Provider (ESP) to send your emails, make sure to choose a reputable and reliable ESP with a good track record of maintaining a positive IP reputation. The reputation of the IP address used by your ESP can impact your email deliverability.
- Monitor Sending Practices of Other Senders: If you are sharing an IP address with other senders, monitor their sending practices and ensure that they are adhering to best practices to maintain a good IP reputation. Collaborate with your ESP to ensure that all senders using the shared IP address are following proper email sending guidelines.
- Request Dedicated IP Address: Consider requesting a dedicated IP address from your ESP if possible. This means that you will have an exclusive IP address for sending your emails, which will not be shared with other senders. This gives you more control over your IP reputation and reduces the risks associated with a shared IP address.
- Warm-up Your IP Address: If you are assigned a new IP address, warm it up gradually by gradually increasing your email sending volume and maintaining good sending practices. This helps establish a positive sender reputation for your IP address. You can do it with Warmy.io
Reason 13. Non-compliant with CAN-SPAM laws.
If your emails do not comply with the CAN-SPAM laws, such as not including a valid physical address, opt-out mechanism, or clear identification as an advertisement, it could result in your emails being marked as spam.
How to fix it:
- Obtain Explicit Permission: Ensure that you have obtained explicit permission from recipients before sending them commercial emails. This means that recipients must have knowingly and willingly opted-in to receive emails from you. Avoid purchasing email lists or sending emails to recipients who have not explicitly opted-in.
- Include Accurate Sender Information: Include accurate and identifiable sender information in your emails, including your company name, physical mailing address, and a functional reply-to email address. This helps establish trust with recipients and complies with the requirement to provide clear and accurate sender identification.
- Include Opt-Out Mechanism: Include a clear and prominent opt-out mechanism in every commercial email you send. This can be an unsubscribe link or a reply-to email address where recipients can request to be unsubscribed from your mailing list. Honor opt-out requests promptly and remove unsubscribed recipients from your mailing list within 10 business days.
- Provide Clear and Honest Subject Lines: Use clear and honest subject lines that accurately represent the content of your emails. Avoid using deceptive or misleading subject lines that may mislead recipients.
Reason 14. Subscriber complaints.
If your recipients mark your emails as spam or move them to the spam folder, it sends negative signals to email providers and can impact your sender reputation, resulting in your emails going to spam.
How to fix it:
- Provide Clear and Relevant Content: Ensure that your email content is relevant to your subscribers and meets their expectations. Avoid misleading or deceptive content that may result in complaints. Provide clear and valuable content that recipients have opted-in to receive.
- Use a Double Opt-In Process: Implement a double opt-in process, where subscribers must confirm their email address and express consent after signing up. This can help reduce the likelihood of receiving complaints from recipients who did not knowingly or willingly opt-in.
- Make Unsubscribing Easy: Include a clear and prominent unsubscribe link in every email you send. Make it easy for subscribers to opt-out if they wish to do so, and honor opt-out requests promptly. This can help reduce the likelihood of recipients marking your emails as spam due to difficulty in unsubscribing.
- Provide Clear Instructions: Clearly instruct recipients on how to unsubscribe or manage their email preferences in every email you send. Make the process simple and straightforward, and provide alternative ways for recipients to contact you if they have any issues or concerns.
- Monitor Feedback Loops: Set up feedback loops with ISPs (Internet Service Providers) to receive complaints directly from recipients who mark your emails as spam. Monitor these feedback loops and take prompt action to address any complaints received.
- Handle Complaints Professionally: Respond promptly and professionally to any complaints or inquiries received from subscribers. Address their concerns, provide assistance, and take appropriate action to resolve the issue. Handling complaints in a timely and professional manner can help mitigate further complaints and maintain a positive relationship with subscribers.
Bad actors or malicious individuals often use various tactics like phishing scams and spoofing domains to deceive and trick recipients for their own nefarious purposes.
Here's how these tactics are commonly used:
Phishing scams: Phishing is a type of scam where attackers send emails, messages, or other forms of communication that appear to be from a legitimate source, such as a bank, social media platform, or online service, in order to trick recipients into providing sensitive information like usernames, passwords, credit card numbers, or other personal data. These emails may contain links to fake websites or ask for sensitive information directly in the email.
Spoofing domains: Spoofing is the act of forging the "from" or "reply-to" address in an email to make it appear as if it is coming from a trusted source. This is often done by manipulating the email headers or using a fake domain name that is similar to a legitimate domain name. Spoofing can be used to trick recipients into opening emails, clicking on links, or responding to emails, thinking they are from a trusted source.
Email spoofing: Email spoofing is a technique where the attacker sends an email from a forged "from" address, making it appear as if the email is coming from a different sender. This can be used to send emails on behalf of a trusted organization or individual, leading recipients to believe the email is legitimate.
Domain spoofing: Domain spoofing is when an attacker creates a fake domain that closely resembles a legitimate domain, such as using a different spelling or slight variation. This fake domain can be used to send emails or set up fake websites that appear to be associated with the legitimate domain, tricking recipients into thinking they are interacting with a trusted source.
CEO/CFO fraud: Also known as Business Email Compromise (BEC), this type of scam involves spoofing the email of a company's CEO or CFO to request urgent wire transfers or other sensitive financial transactions from employees, partners, or customers.
Pharming: Pharming is a technique where attackers manipulate the DNS (Domain Name System) to redirect users to fake websites, even if they enter the correct website URL in their browser. This can be used to steal sensitive information or credentials from unsuspecting users.
These malicious tactics are often used in combination to deceive recipients and gain unauthorized access to sensitive information or carry out fraudulent activities. It is important for users to be cautious and vigilant, and to verify the legitimacy of emails, websites, and requests before taking any actions that may expose personal or sensitive information.
🔹 Email deliverability is a crucial part of running a successful business. Unfortunately, your emails may be ending up in the dreaded Gmail spam folder.
Understanding how mail servers work and what criteria they use to filter out legitimate mail from spam can help you avoid being marked as a sender of unwanted emails.
Take the time to learn more about the process and follow best practices when sending emails such as ensuring that your mailing lists are opt-in, double checking subject lines for clarity, and running an email verification where you can. Additionally, make sure to watch for any changes in deliverability or other warning signs which could mean that your messages aren’t being delivered as expected.
And lastly, continue to review the messages sent to you by Google with why it blocked particular emails so that you can adjust or fix whatever problem was being flagged by their system. With patience and care, you should be able to avoid most problems with Gmail's notoriously moody email filters in the future!
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