Why Are My Emails Going to Spam?

Vladislav Podolyako
Oct 17, 2022
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Why are my emails going to spam? Email messages end up on the wrong side of the target’s mailbox because of issues jeopardizing the user’s online security and interests. The email service provider (ESP) chosen by a client enforces protocols that determine the content which reaches the inbox and blocks unwanted material. Low email deliverability results for your outbound content cripple your outreach attempts since most users do not see the communication. 

Spam filters on the client’s end sweep through the messages inbound to their mailbox to establish if their structure and content meet inbox thresholds. ❗️ Only messages that prove worthy of the buyer’s attention join the inbox side, where it is easily accessible and viewed on time. The content coming into the viewership of the user consists of approved content, secure sender and from, and sources subscribed to by audiences

However, content that does not meet the standards or originates from questionable mailboxes does not automatically get to the destination. The emails end up in the spam folder where the customer cannot interact with your product details to influence their purchase decisions.

Why are my emails going to spam? 

Why are my emails going to spam? Emails are spam for diverse reasons on both the sender’s and recipient’s sides. Marketing emails carry content that seeks to lure audiences towards brands by providing solutions to problems encountered by the masses. Such content educates the users about the benefits they will enjoy and offer a call to action where they can explicitly declare an interest. However, getting them to see the messages requires careful planning to overcome the spam flags which cripple your campaigns. Messages flagged as spam have a low probability of entering the target mailbox because of restrictions enforced by ESPs. Those that reach the user’s mail find accommodation in the spam folder, which gets minimal attention when the user checks the mailbox. 

βœ… There are ten reasons herein describing the situation under which your outbound content falls short of entering target inboxes. 

Poor mailbox preparation

Your mailbox requires time to prepare for heavy email traffic, considering the massive audiences you intend to target going forward. The right decision is to start slow and steadily increase the emailing activity involving your mailbox. You can work with a small number of outbound and inbound traffic before the mailbox picks up, thus adjusting to future activity. 

However, poor warm-up allows delivery of your messages to the clients’ spam folders, where they have zero influence on purchasing decisions. The emailing protocols detect heavy traffic from a domain with minimal preparation and mark it for potential blocking. 

Outdated email list

πŸ“ Email lists are the mailboxes you intend to target with your campaigns whenever you want to increase sales. The list consists of client data from social media and websites where potential buyers interact with different product content. Protocols monitor user behavior and lure clients into reacting in a way that proves interest in your goods before adding them to the list. 

However, the problem arises when the emails you deliver end up in the spam folder because of inactive mailboxes on the list. Email service providers will mark your mailbox as potential spam if you keep sending outbound messages to mailboxes with minimal recent activity.  

Lack of proper cold outreach strategies

Cold outreach puts your company in the sight of people without knowledge about what you sell, thus making those individuals potential purchasers. The idea of cold outreach programs is to prepare your audience for marketing content by providing basic information about your brand. Eventually, you can start delivering more product-oriented content after receiving positive client reactions. However, running a poor cold outreach scheme leaves you without a specific professional audience to target with the main marketing campaigns. You throw bait at random audiences that do not relate to your product, thus risking the trap of spam filters catching up. 

Low sender credibility 

Trust between sellers and buyers ensures smooth interactions based on common interests, where satisfaction is the goal for both players. Your mailbox must be a beehive of activity with both inbound and outbound email traffic, indicating the constant belief in your content. However, low engagement rates from your mailbox indicate a poor sender reputation where many within the target audience are reluctant to interact. Protocols installed by ESPs to guard client mailboxes against malicious senders will detect the unconvincing traffic and flag you for a spam sender. Consequently, you end up struggling to compete for the attention of online users because your communications do not appear in their inbox area. The emails going to spam will be more than those creating a real impression on the audience, making it impossible to run a sustainable campaign. 

Questionable domain health 

Internet service providers (ISPs) monitor πŸ‘€ the domain health of your organization to ensure that it is within the secure thresholds. Regular checks by ISPs suffice when they want to ensure that domains, mailboxes, and networked ecosystems provide optimal performance outcomes. The checks determine if your resources are safe for access by other users or if they can engage with other users without security risks. However, evidence of poor domain and mailbox performance indicates lapses that jeopardize the well-being of other players. It, therefore, informs the decision to limit your ability to deliver content to other remote users making your emails subject to flagging. Consequently, your emails go to spam because your domain depicts characteristics of questionable entities that defraud audiences

Use of spammy words      

Email sending rules are that you use your platform to provide honest details that do not mislead or risk user security when opened.

The basis of the rule comes from the existence of many scammers who use emails to lure unsuspecting users and defraud their money. However, ESPs developed a way to protect audiences against such attacks by implementing restricting questionable entities’ reach. One way is to enforce protocols that block emails with words that trigger spam filters from getting to their destination. The end game is to block malicious users who use convincing spam trigger words in their content to lead buyers to value losses. Sending emails that contain any of the flagged words will put your communications in contention for automatic blocking

Misleading email subjects 

πŸ’‘ Many users’ ESP protocols are keen on the subject line of your messages and their relevance to the content you send. The part of the email provides an impression about what you intend to inform the end-users targeted by your marketing team. Protocols check to ensure that it relates to the rest of the material you wish to deliver to your people. Any discrepancies identified in the subject line and your email body will trigger the software to report it as a suspicious entity. It then qualifies as email spam meant to mislead the audience towards damaging decisions where scamming is a possible outcome. Such cases occur when people use catchy lines to attract attention while the content body is inconsistent with user expectations.   

Low-quality content

Marketing content must meet standards of quality that reflect professionalism in a serious business brand. A highly reputable mailbox boasts of content structures that adhere to the basic rules that enable easy understanding due to clarity. Poor grammar and errors in your subject line and body content limit your credibility in the eyes of spam filters. The poor email design constructions will give the protocols a reason to question the reliability of your domain, thus making it vulnerable to low email deliverability. Content with many mistakes ends up in the wrong folder instead of inboxes which are easy to access when users open their mailboxes. Users will not receive notifications of new messages from your mailbox since they are not eligible due to the grammatical construct used. 

No opt-in APIs opt-out options

Businesses invest in different user-focused application programmable interfaces (APIs) to collect their views and solicit reactions to product ads posted online. The opt-in APIs are handy when creating an email list of professional prospects to target with future cold and marketing outreach programs. They allow subscribers to accept regular newsletters and other communications from your establishment. ☝️ However, sending emails to people who didn’t agree to the terms of the interfaces means many will designate them as spam emails

Users want the freedom to interact or not interact with content from your mailbox without feeling compelled to engage. The people who opt for regular product updates must have the option to stop seeing your emails when they do not wish to interact with your messages.

However, leaving out the unsubscribe link from your interface makes them feel powerless in determining what inbound content comes into their inbox. Consistent messages to such mailboxes expose you to spam complaints that put your domain at the mercy of spam filters.

Lack of a physical address

Email service providers are sensitive to the structure of your content to ensure optimal safety for their customers, who are your target audience. They demand evidence of sender credibility, which fosters trust based on clear intentions to market content without scamming people. Sending emails that do not indicate your company’s physical address makes them eligible for the spam folder instead of inbox penetration

How to avoid the spam folder 

Several procedures help to keep your sender reputation at the optimal level where you witness penetration into multiple inboxes. These measures must be consistent with the thresholds to safeguard users against malicious players who undermine their security. Herein lies a few strategies to employ when trying to avoid the spam folder during your emailing campaigns. 

Adopt mailbox preparation protocols

After creating your mailbox, start warming it up in preparation for the upcoming traffic when engaging with growing client bases.

πŸ“ˆ You will need time to make it used to expand traffic by starting slow and steadily increasing the targets for outbound mail. However, you can fast-track the process by adopting some protocols which allow you to beat the daily outbound email limits. The mailbox can then undergo warming, which will help overcome the spam filter that flags domains experiencing unprecedented traffic. The endgame is to make your domain eligible for bulk outbound content without the time-wasting processes that undermine your marketing attempts. 

Build sender credibility 

Implementing the ideal cold outreach software will ensure you build a strong mailbox reputation that rivals your competitors. The goal is to sustain a steady back-and-forth experience with your prospects, who eventually become regulars. Your marketing partner will use drip marketing strategies to slowly lure prospects into loyalists who will willingly subscribe to your content. Consequently, you begin penetrating more and more inboxes while receiving responses that solidify your credibility. 

Cultivating trust via credible company mailboxes exposes you to professional buyers that look forward to your product adverts. The scheduled messages from your side end up in multiple inboxes while evading the dreaded spam folders where the material goes to waste. 

Maintain domain health

Domain performance informs the health levels of your mailbox, which eventually affects how much penetration you enjoy when targeting prospects with emails. πŸ“Œ It is imperative to employ software that ensures you adhere to the CAN-SPAM act, which seeks to secure user engagements. Mailboxes that violate the rules in the act become candidates for blocking because they endanger clients. 

The best DNS testing tools will monitor how your mailbox performs relative to the traffic, DNS, and server performance to report accordingly. They help resolve blacklisted IP addresses so that you continue providing company content to people who might be future purchasers.    

Updated email lists

Deploy website and social media crawling tools that will scrap through user data to update your email lists.

Regular amendments to your client list ensure that you constantly remove inactive users while adding active prospects.

The spam filters will monitor the activity of people on your new list and discover if they are regular email senders and receivers. Interactive with equally active targets means your mailbox does not fall under the filters when they purge unreliable senders. The target’s credibility also determines how much scrutiny falls on your domain, thus affecting your chances of suffering spam setbacks.  

Professional content creation

The content you wish to deliver to audiences determines the likelihood of getting yourself blocked from reaching more users. Low-quality content will not overcome the rapid filters deployed to keep client inboxes from questionable material that poses a danger. The understanding is that professional senders invest in tools that check email structures and textual composition to avoid email spam

Emails with shortcomings in grammar become targets for elements that attempt to redirect them to the little-visited spam section of the mailbox. You will also suffer deliverability setbacks if you use sensational subject lines that correlate little to the actual body content. Such lines are common in emails by scammers who wish to mislead unsuspecting users into clicking links that expose them to attacks. 

User-friendly APIs      

Invest in developing interfaces that convince buyers into particular decisions without forcing them to receive your unwanted communications. You can start by having APIs that attract them to subscribe to emails depending on their interests. It is better to allow opting out of such subscriptions when they feel like moving on to other content sources. Users who feel targeted by entities they do not want to associate with will block spam emails and thus reducing your credibility. The unsubscribe link might look like a provision for clients to escape, but it saves you from manual spam flags 🚩, which are worse. It gives buyers the power to control what they see and thus gives you the chance to determine how much they want to associate with your brand adverts. 

Email automation

Emails go to spam because of avoidable factors such as human errors and domain characteristics that are invisible to your teams. However, automation of marketing functions ensures precision in adhering to measures that protect you and your clients. First, email merging protocols automatically update your email list and ensure the correct inclusion of client details on outbound emails. Additionally, DNS monitoring ensures optimal domain health while keeping it free from blacklists. Finally, scheduled emails cultivate client trust and ensure quality content sent to the users in bits keeps their interest intact. 


The action of spam filters to protect online users against maliciousness evident on the internet comes to the detriment of legitimate email senders. Thresholds in place dig through the detail of your email content and structure to see if you pose a danger to unsuspecting individuals who might fall victim. However, you can deploy compliance measures to avoid the spam folder while leveraging the massive online population to create income by pushing ads. πŸ˜‰ The trick is to adopt various integrations whose tools automatically eliminate errors that trigger the filters to block your content. Cultivate a solid customer relationship to continue enjoying the attention of the masses without informing their decision to invoke manual spam reports.

Vladislav Podolyako
Vladislav Podolyako
Founder & CEO
Vlad’s decades of entrepreneurial wisdom and business building experience have allowed him to successfully mentor a diverse group of business owners, entrepreneurs in growing their companies. A recognized expert in the areas of transforming organizational culture and leadership development, B2B Sales, Marketing, spent more than 10 years building technology products, with a background in communication networks and electronic device engineering.

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