Why are my emails landing in spam and how can I fix it?

Getting your messages stuck in the spam folder is frustrating for any email marketer. It usually signals a fixable problem, not bad luck.

What makes an email look like spam?

Spam filters score each message based on reputation, authentication, content, and engagement. A low sender reputation, missing SPF/DKIM/DMARC records, or spam‑like language can push your email into the junk folder. Even well‑authenticated senders can be flagged if the content is overly promotional or image‑heavy. Providers also watch how recipients interact – low opens or many complaints raise your spam score. Fixing any of these areas can dramatically improve inbox placement.

How important is email authentication?

Authentication is the foundation of deliverability. SPF tells receivers which servers may send for your domain, DKIM adds a cryptographic signature, and DMARC lets you enforce policies and get reports. Without these, your messages look forged and are likely to be rejected or marked as spam. Palisade makes it easy to set up and monitor SPF, DKIM, and DMARC – try our free email security score today.

Why does my sender reputation matter?

Mailbox providers track the reputation of your sending IP and domain. High bounce rates, spam complaints, or a history of sending unsolicited mail lower your score. A poor reputation causes filters to treat all future emails as suspicious, even if the content is fine. Clean your list regularly, send relevant content, and avoid sudden spikes in volume to keep your reputation healthy.

What content triggers spam filters?

Spammy subject lines, excessive caps, too many exclamation points, and an imbalanced image‑to‑text ratio are red flags. Overusing promotional phrases like “FREE” or “GUARANTEED” can also raise your spam score. Aim for clear, concise copy, include a good mix of text and images, and always provide value to the reader. Testing your email with spam‑score tools before sending helps catch problematic language.

How does recipient engagement affect deliverability?

Providers use open and click‑through rates as signals of relevance. Low engagement suggests recipients don’t want your messages, prompting filters to divert them. High complaint rates (recipients marking as spam) have an even stronger negative impact. Boost engagement by segmenting your audience, personalizing content, and sending at optimal frequencies.

What are the new mailbox provider requirements?

Google, Yahoo, and Microsoft now require strict authentication, one‑click unsubscribe links, and low spam complaint rates. Failure to meet these standards can result in emails being blocked entirely. Keeping SPF, DKIM, and DMARC in place and providing easy unsubscribe options ensures compliance and protects your brand.

How can I check if I’m on a blocklist?

Blocklists catalog IPs and domains known for sending spam. Being listed can cause widespread delivery failures. Use Palisade’s monitoring tools to scan for blocklist listings and receive alerts when you appear on one. Promptly address the root cause – often a list‑hygiene issue – and request removal from the list.

What steps should I take to fix spam issues?

Start by verifying SPF, DKIM, and DMARC are correctly configured – Palisade can automate this. Clean your subscriber list to eliminate invalid or inactive addresses. Review your content for spam‑triggering language and improve the text‑to‑image balance. Monitor engagement metrics and adjust sending frequency as needed. Finally, use a deliverability testing service to validate improvements before scaling.

Quick Takeaways

• Authentication (SPF, DKIM, DMARC) is non‑negotiable for inbox placement.
• Maintain a strong sender reputation by cleaning lists and avoiding spam complaints.
• Craft balanced, value‑focused content – avoid all‑caps and over‑promotional language.
• Monitor engagement; low opens or clicks signal trouble to providers.
• Stay compliant with provider requirements like one‑click unsubscribes.
• Regularly check blocklists and use Palisade’s monitoring to stay ahead.
• Implement fixes gradually and track results – reputation rebuild takes time.

Additional FAQs

Why do my emails to Gmail users go to spam?

Gmail applies strict filters that weigh authentication, reputation, and engagement. Missing SPF/DKIM/DMARC, low open rates, or spam‑like content will trigger Gmail’s spam folder. Keeping complaint rates below 0.3 % and offering a one‑click unsubscribe helps stay out of Gmail’s junk.

Will switching ESPs solve my spam problem?

Changing providers alone won’t fix deliverability if your domain reputation and authentication remain poor. A new ESP may give you a fresh IP, but you still need proper SPF, DKIM, DMARC and good sending practices.

How can I test where my email lands?

Use seed‑testing services or inbox‑placement tools to send test messages to accounts on major providers. Palisade’s Monitor provides detailed placement reports and alerts on issues.

Do images cause spam?

Heavy image‑to‑text ratios can look like spam. Aim for roughly 60 % text and 40 % images, include alt text, and host images on reputable domains.

Can free email domains be used for bulk sending?

Sending bulk mail from free domains (e.g., Gmail) lacks proper authentication and looks suspicious, increasing spam risk. Use a branded domain with full SPF/DKIM/DMARC setup.