9 Reasons Why Your Emails End Up in Spam Folder – And How to Prevent It

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BY Chris Loomis

Over the years, email has become an effective communication tool. Digital marketers also use this to boost their brand and achieve their business goals. But to have a successful email marketing campaign, emails should have high open rates. However, it isn’t always the case. 

If you are experiencing low open rates on your email campaigns, your subscribers are not opening them in the first place. Most likely, it is because your precious emails end up in the spam folder. This article will help you prevent your emails from going into the spam folder. 


Why do emails end up in the spam folder?

It is said that around 1 in 6 emails end up in the spam or blocked in your subscribers’ inbox. That means 5 out of 6 emails end up opened by subscribers. But would it be okay with you if not all of your subscribers read your email or at least reached their inbox? Of course, every marketer wants their emails to 100% reach their subscribers.

If your emails end up in spam, you lose potential profits. That is why you should determine why it happens first and avoid wasting marketing money. But sometimes, it’s not your fault. Over the years, email service providers such as Google and Yahoo have been rigorous in their spam filtering process – so much that, at times, legit emails, unfortunately, end up in spam, too. 

Subscriber engagement also plays a major part in whether your email ends in spam or not. It depends on recipient behavior and engagement levels and determines whether your email makes it to the inbox or the spam folder. Here are other common reasons why emails go to spam: 

  • You do not target the right audience 
  • You do not have permission to email subscribers 
  • Your IP address has been used for spam 
  • You have been emailing to inactive email addresses
  • You haven’t crafted your subject line carefully 
  • Your “From” information looks spammy and scammy
  • There is no physical address 
  • You use spam words (ex. “Click here,” “Dear…”, “Order now,” etc.) 
  • There is no branding and call-to-action on your email


How to avoid emails going to spam 

You already have an idea why emails end up in spam. Here are tips to avoid emails going to the spam folder: 


Target the right customers 

You can use tools to target the right audience. Some triggers will help identify users, whether someone has scrolled a certain blog piece on your website or which social media platform your target user uses. 


Ask subscribers to mark your email as “not spam.” 

Tell your new subscribers to tell their email service providers that you are not “spam.” Please do this in your welcome email, as your subscribers are still excited about what they signed up for. 


Use spam checkers to test your emails. 

You can use spam checkers to check whether your emails are worthy of sending to the inbox and avoid getting thrown in the spam folder. These spam checkers scans your emails before sending them to your subscribers, check your IP address and ensure you are not tagged as a trustworthy and legitimate sender, give you a spam score, and help you improve that score. 


Email marketing is an effective strategy to reach your target audience. But make sure that your emails get them and do not end up in the spam folder. Contact a digital marketing expert in Franklin, TN, for your SEO and digital marketing needs. 

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