How To Keep Emails From Going To Spam

Global Spam Volume Of Total Email Traffic From January 2017 To September 2019

How to Stop Emails from Going into Spam in Yahoo

Mailbox providers are concerned about their level of security therefore, they are addressing the issue with intensified sanctions against spam. That is why authentication is important: mailbox providers use authentication technology to confirm the digital identity of a sender. If the latter fails authentication, mailbox providers may reject the message outright, or put it through additional filters to determine whether it should be delivered.

In email marketing, there are three main types of authentication used to prove to mailbox providers that your email is worth being placed in the inbox:

  • SPF is an IP address-based authentication method used to compare the senders IP indicated in the domains DNS record with a list of IPs authorized to send from that domain.
  • DKIM is a method for validating domains through a publicly available cryptographic signature. This signature is verified on the receiving end using the DNS record.
  • DMARC is a protocol aimed at reducing email phishing and spoofing. It allows a sender to specify that their email is properly authenticated using DKIM and SPF records.

Senders who authenticate their messages with all three methods may see less filtering and fewer emails going to spam.

Your From Information Is Inaccurate

Its also against the CAN-SPAM ACT to mislead anyone with your from,to,reply-to, and routing information.

For example, if you made your email look like its from the President, that would be illegal. Its an extreme example, but you get the point.

Heres a real-life example from a popular scam during the COVID-19 pandemic:

This email is falsely credited to the UK government. Shady practices like this are illegal and should be avoided at all costs.

As a best practice, make sure you include a name in the from field that your subscribers are likely to remember, and dont change it too often. It could be the name of an individual, your company name, or a combination of the two.

Like we showed earlier, we send emails with a personal name from our employee and OptinMonsters brand name:

Whichever you choose for your own brand, shoot for memorability and consistency.

Your Content Triggers Spam Filters

Spam filters check for certain words . If an email gets enough hits or contains those words in addition to some of the other items on this list, it can end up in spam folders. Spam trigger keywords can include:

  • Free
  • Multiple exclamation points or dollar signs in a row
  • Words with unnecessary spaces or punctuation
  • Words that are in ALL CAPS

In general, these are words that are either heavily sales-oriented or clearly designed to get around spam filters . While using a handful of these isnt necessarily a death sentence for your messages, using too many of them can be.

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Overly salesy language and too many keywords can trigger spam filters

Of course, some of these keywords are tough to avoid, especially if youre sending ecommerce or financial emails. To get around this problem, you can use varied language and try to get creative about how you phrase things.

Above all, its smart to avoid pushy or salesy language and make sure youre following proven best practices for writing email content were highlighting here.

Also Check: How Do I Delete Multiple Emails On My Iphone

Personalization Is Important To Stay Away From The Spam Folder

Personalizing your emails helps you increase your campaign results : open rate, click rate, reply rate and lead rate.

Beyond that, its plays a strong role regarding email reputation and deliverability.

Why ?

Because when you personalize, as we told it earlier, you dont always send the same email.

Sending the same email content to thousands of people is a spam behavior.

Remember to always act human. A real human is not likely to send the same email to 1000s of people each day.

Do My Emails Go To Spam

Infographic : How To Prevent Email Spams

Unfortunately, its not easy to determine whether or not your emails go to spam. Even if you use email tracking tools, you cant be certain what the figures mean: your delivered rates can be high, but it doesnt mean that the email wasnt delivered straight into spam. Alternatively, even if you see a decrease in open rates, you cant link it with a decrease in deliverability since there are lots of other factors influencing open rates, e.g. the quality of your subject lines.

The only foolproof way to tell if your emails go to spam is to assess your sender reputation. You can use different tools to check the following:

Alternatively, you can test your emails before sending them to see if they pass the spam filters. A good tool for that would be Mail Tester that helps you test the quality of your emails. It mimics spam filters and literally tests for spammyness.

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Team Up With A Reliable Esp

As it has already been established, every individual email address has its sender reputation determined by its online behaviour and the relationships it has with its email recipients. Turns out, Email Service Providers have sender reputation, too. When evaluated as senders, theyre treated as a collection of all the clients they have rather than a separate entity, so the results of this evaluation are based predominantly on the reputation of the Internet Protocol addresses and domains of their clients.

When it comes to ESP, its one for all, and all for one. If you end up choosing a careless ESP with low trust scores to send your email campaigns, you risk them going straight into the spam folder. No matter how spotless-clean your particular email is, if providers like Gmail, Yahoo! Mail, and Hotmail have blocked your ESP because of its spammy clients, you wont be able to reach your recipients inbox.

Therefore, you must be extremely careful when choosing an ESP to team up with, and only go for the service providers that make sure to only send solicited emails and promptly ban spammers from their platforms. Those ESPs enjoy better credibility with mailbox providers, which means their clients are more likely to be treated with respect and experience undisturbed inbox delivery, too.

Make Sure Your Messages Are Authenticated

Authenticated messages:

  • Help protect recipients from malicious email, like phishing messages.
  • Are less likely to be rejected or marked as spam by Gmail.

These authentication methods are set up at your domain provider. If you use a domain hosting service or an email provider, use the provider’s instructions for setting up authentication. Set up authentication for each of your sending domains.

To minimize the chance that your messages are marked as spam, set up these authentication methods:

  • Publish an SPF record for your domain. SPF prevents spammers from sending unauthorized messages that appear to be from your domain.
  • Turn on DKIM signing for your messages. Receiving servers use DKIM to verify that the domain owner actually sent the message. Important: Gmail requires a DKIM key of 1024 bits or longer.
  • Publish a DMARC record for your domain. DMARC helps senders protect their domain against email spoofing.

For SPF and DKIM to authenticate a message, the message From: header must match the sending domain. Messages must pass either the SPF or the DKIM check to be authenticated.

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How To Stop Emails Going To The Junk Folder

Its possible that some of our emails may end up in your Junk mail inbox. So to prevent this from happening, we have prepared a short blog that includes a step-by-step guide which will ensure our great content will be sent to the correct inbox for Outlook, Gmail and Mac.


If a normal email has already been filtered to the junk email folder, you can mark this email and its sender as Not Junk to prevent it from going to junk folder in the future.

1. Go to your folder.

2. Select the email which you want to make as Not Junk.

3. Then go to the Home tab, click > Not Junk. See screenshot:

Another way of marking an email as Not Junk is by right-clicking the email and then select > Not Junk. See screenshot:

After clicking Not Junk, a dialog box will pop up. To ensure emails from this email always appear in your Inbox, please check the box, and then click OK button. See screenshot:

This email, along with future emails from this sender, will now be sent to your Inbox.


If a normal email has already been filtered to the spam folder, you can mark this email as Not Spam and it will be moved to your Inbox.

1. Go to your Spam Inbox by clicking More on the left-hand side. Spam will be an option in a dropdown select.

2. Select the email which you want to make as Not Spam.

3. Click Not Spam in the options at the top.

To mark its sender as Not Spam and to receive all emails to your Inbox, follow these steps:

1. Go to your Spam Inbox and click the Settings > Setttings

How To Avoid Emails Going To Spam


Youre not a spammer.

You value customer relationships and work hard to build trust with your customer base. You know its possible to email market without spamming and youre careful not to spam your subscribers.

But even with all the work that youre doing, youre still seeing a handful of spam complaints when you send your email marketing campaigns and may be wondering how to avoid your email being marked as spam.

Dont worry in this article, Ill explain why your emails might be going to spam, plus my best advice for how to avoid emails going to spam.

Read Also: How To Start An Email To A Professor

Present Yourself As A Professional

Craft your subject lines carefully and always match your subject line to your email content. Never employ spam tactics like leaving the subject line blank or using RE: so that the recipient thinks it is a reply to a previous email. Not only does this affect your email reputation, but also helps you get more customers to open your emails.

Dont forget: looks matter! You should be consistent with your email design across all campaigns you send. Your website and other marketing material look the same, so why shouldnt your emails?

Remember, your audience is familiar with your brand identity. If you do decide to completely overhaul your design, send your customers a teaser email to let them know things are changing, and inform them when they should expect the change to happen. That way, your customers are prepared and wont dismiss your email if they dont recognize it.

Make Sure To Personalise Your Emails

In 2021, email personalisation no longer equates to simply slapping your recipients name into the subject line and the body of the email using macros. Today, its more about ensuring that your email subscribers get the most out of their experience and receive the content they find valuable. Unless that is the case, youre going to suffer from endless unsubscribes, all of which have an extremely negative effect on your reputation and, therefore, email deliverability.

If you want your emails to be thriving, you need to make sure that youre sending them to the right people. The worst thing you can do is mass-blast a campaign without checking if the recipients would even be interested in the email that lands in their inbox. Youre lucky if your email catches their attention and they open it! Because if they dont, youre going down.

Dont play russian roulette, and segment your audience to make sure you send them the emails they are most interested in. Just like Society6 did when sending Galentines Day emails to their female customers.

Read Also: How To Send Picture From Android To Email

How To Please Your Recipients And Minimize The Risk Of Your Emails Being Marked As Spam

Writing email copies that convert is a skill. Investing time to learn copywriting will help you increase your email results, including avoiding the spam folder.

One of the main factors of a spam spike is having your emails marked as spam.

And people can mark your email as spam for different reasons :

  • Your email is irrelevant for them
  • Your email contains an error they didnt like
  • Your email is too pushy or salesy
  • Its difficult to unsubscribe from your email
  • They dont like your name
  • They dont like your offer or your brand
  • Your email pisses them off
  • They receive too many emails
  • Theyre having a bad day

Thats why you must be careful, nice and as delicate as possible. Dont be a cheap vacuum cleaner vendor.

These are our guidelines :

  • As explained earlier , make sure your list contains relevant recipients who can be interested by your offer.
  • Use sentences to make your recipient feel selected / considered. Give him the impression you emailed him personally by hand. Example : I found you in my linkedin recommandations, bla bla..
  • Dont be too pushy / salesy and have a friendly helping approach.
  • Dont send too many follow ups. Sending follow ups works, but the more you follow up, the higher the risk of pissing off people and being marked as spam. When you send them follow ups, show them you understand theyre busy.
  • Make it easy to unsubscribe. Well explain why just after in the next section.

Email Engagement Is Poor

How To Prevent Emails From Going To Spam

The list has inactive members

If a majority of your users don’t open your email, email providers have a strong reason to believe that the emails from this domain are no longer adding value.

There is no point in sending emails to a user who does not open your email. You are not only wasting your money but also adding to a poor domain reputation. I can’t recommend this enough. Whenever we onboard new customers experiencing low opens, we recommend them to prune their email list, and maintain a valid email list at all times. It would be a good idea to do some in-depth cohort analysis to measure user engagement over a specific period.

From a domain reputation standpoint:

50% email opens for 5,000 subscribers > 20% email open for 50,000 subscribers

Non-opted-in list

Apart from getting a lot of SPAM complaints and email bounce, people won’t engage with your email. So avoid buying lists or scraping emails off the internet.

Not having a double opted-in list

Malformed From Email address

We can’t tell for sure if this goes as a direct signal to SPAM filters but we have seen emails with trustworthy addresses getting much better open rates. Also, weird obscure email addresses can make some users mark them as SPAM .

Non-segmented campaigns

If you cater to users with multiple interests it is best to segment them based on that and so that you only send relevant emails.

Segments are a combination of and conditions on top of your email lists.

Read Also: How To Write An Email To Schedule An Interview

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