6 Reasons Why Your Emails End Up in the Spam Folder (and How to Avoid It)

Are you having difficulty increasing the open rate of your email campaigns? It is possible that your subscribers will never have the opportunity to open them. Why? It is simply because your emails are being filtered as spam.

Thus, in this guide, we’ll discuss 6 reasons why your emails end up in spam and how to avoid them. Then, we’ll give you 5 specific tips for avoiding your emails ending up in the spam folder.

6 Reasons Emails Become Spam

Numerous factors influence whether or not your emails reach the inbox. Let’s take a look at the 6 reasons why your emails are being rejected by spam filters.

1. You Are Not Addressing the Correct Audience

Remember how we mentioned earlier that subscriber engagement is critical for email deliverability?

When emails are incorrectly classified as spam, it may be due to low engagement rates. One of the most obvious causes of low engagement rates is having the incorrect audience on your email list.

Now, we know that every marketer is attempting to increase the size of their email list. And, given the importance of email marketing, they should make every effort to grow their email list.

However, rather than focusing solely on increasing subscriber counts, marketers must prioritize acquiring the right kind of subscribers.

2. Your IP Address Is Currently Being Used or Has Previously Been Used for Spam

Even if you never send spam, your emails may be flagged if your IP address was previously used for spam.

If you use an email marketing service to send your campaigns, your emails are delivered via their servers. Therefore, if even one additional customer sends spam, this may have an effect on your deliverability as well.

Take note, however, that each email marketing service we recommend is extremely conscientious about maintaining their reputation. They have stringent policies and procedures in place to prevent this from happening.

3. You Have Low Rates of Engagement

Top webmail providers have stated that they consider the number of emails opened and deleted when making spam filtering decisions.

Therefore, if your open and read rates are low, your emails are more likely to be flagged as spam. You must make every effort to increase engagement.

Apart from targeting the correct audience from the start, you can send emails at the optimal time, optimize your subject lines, segment your list, and scrub your list regularly to keep it fresh.

4. Your Subscribers Have Forgotten About You

Spam complaints are the second most common reason emails never make it to the inbox.

Each time a subscriber reports an email as spam, the mailbox provider records the complaint regardless of whether the email was spam or not.

Once a certain number of complaints is reached, all subsequent campaigns are routed directly to the spam folder.

Therefore, why would a subscriber report your email as spam if it is not?

The most likely explanation is that they simply do not recall you. Even though they authorized you to email them, they have no recollection of doing so, and thus believe you are sending them spam.

To avoid this, ensure that the branding on your emails is memorable and consistent with the branding on your website. This includes images, colors, typography, and tone of voice, among other things. Additionally, ensure that the “from” line contains a name they will recognize.

5. You Have a Low Mailbox Utilization Rate

Email service providers’ spam filtering algorithms take into account the ratio of active to inactive email accounts on your list. An inactive email account is one that has not been used in a long period of time or is used infrequently.

If you send an email campaign to a large number of inactive email addresses, this raises a red flag for spam filters.

To avoid this, periodically purge your email list of subscribers who haven’t engaged with your campaigns in a while.

This can be accomplished by sending a win-back email to boost engagement. This is a way to give your audience one final opportunity to engage with their brand before they are removed from your email list.

6. You Have Omitted Your Physical Address

You are required by law to include your physical address. This can be your current street address or a registered post office box with the United States Postal Service. Postal Service, or a private mailbox registered with a Postal Service-regulated commercial mail receiving agency.

5 Ways to Avoid Emails Going to Spam

Given that you now understand the theory underlying email deliverability and the twelve reasons why emails end up in spam, you’re ready to take action. Adhere to our seven tips to ensure that your message reaches your customers’ inboxes.

1. Begin by Targeting the Correct Customers

2. Use Double Options from the Start 

3. Inform Subscribers to Add Your Emails to Their Whitelists

4. Inform Gmail users that they can “Drag” emails from other tabs to the primary inbox.

5. Instruct Subscribers on How to Stay Organized With Their Emails

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