8 Reasons Why My Emails Are Going to Spam Instead of the Inbox

 8 Reasons Why My Emails Are Going to Spam Instead of the Inbox

In today’s digital age, email communication has become a vital part of our daily lives. Whether it’s for work or personal use, we rely heavily on our emails to stay connected and informed. However, it can be frustrating when an important email gets sent to the dreaded spam folder, causing us to miss out on crucial information or opportunities.

But why does this happen? There are several common reasons why emails end up in the spam folder, and understanding these reasons can help prevent it from happening in the future. From poor email hygiene practices to technical issues with your email server, there are various factors that can trigger spam filters and divert your emails away from the recipient’s inbox.

In this article, we will explore the most common reasons why emails go to spam and provide tips on how you can avoid this issue in the future.

Why did my email go to spam? 

Discovering your email in the spam folder can be frustrating, especially when you’ve put effort into crafting it. Spam is a problem that affects a significant percent of emails, with many landing in spam due to various reasons. One of the 8 reasons why your emails might end up in spam is the triggering of spam filters designed to protect users from unsolicited messages. These filters scan for specific characteristics to determine if an email is spam. For instance, including attachments in your emails or a sudden increase in the volume of emails you send can alert spam filters.

To get your email through to the intended recipient instead of landing in the spam folder, adhere to best practices. This means avoiding behaviors that send spam signals, like overloading recipients with too many email blasts or ignoring the signs that you’re being marked as spam. Understanding and implementing these strategies can significantly reduce the chances of your essential emails into the spam folder and improve overall email deliverability.

There are 8 Most Common Reasons Why your Emails might get flagged as spam.

1. The ratio of users who are currently active versus those who are inactive.

We have to maintain a balance between active and inactive users in our mailing list. The number of active users should be greater than the number of inactive users. If inactive users start outweighing the active users, our emails will start landing in the spam.

Firstly, your email list may include invalid or inactive list of email addresses, which email service providers often interpret as a spam complaint. Moreover, lacking proper email authentication can make your emails look suspicious. Frequent or inconsistent email-sending patterns can trigger spam filters, as can the use of spam trigger words within the content. If recipients consistently mark your email as spam, it increases the likelihood that your messages will be marked as spam by spam filters.

2. When you have HTML Issues

If we have different HTML Versions, broken HTML, or, even a plain text version, it will automatically reach the spam folder. This occurs as it seems illegible and untidy across all email clients due to fragmented HTML. Consequently, your recipients will begin to identify your emails as spam upon noticing the broken HTML.

Imagine Furthermore, excessive links or images compared to text in an HTML email can appear spammy to filters, while a failure to include an unsubscribe link is a direct violation of email marketing regulations, making such omissions highly suspect.

3. When your domain reputation is poor

Another critical factor to consider is your reputation with an email service; a history of spam complaints can tarnish your status, causing even legitimate emails to land in spam.  So good domain reputation is important for email deliverability. When domain reputation is high you receive good deliverability. Another key factor causing your emails to end up in the spam folder is the irregular increase in the amount of email sent.

4. When there is a Lack of Email Authentication 

If you have been passing SPF and DKIM and suddenly start failing due to some configuration issue or DNS failure, the emails have a very high chance of landing in spam. Hence it’s necessary to keep an on all authentication protocols while monitoring your infrastructure.

5. When you have content triggering spam filters

Certain words, phrases, or formatting in your email content might spam trigger words. Common examples include phrases like “free”, “limited time offer”, or excessive use of exclamation marks. Even if your email reaches the inbox, the recipient will most likely engage negatively with it if it contains irrelevant content. Finally, not customizing the email’s “From” field can ensure that your emails land in the spam folder as automated or impersonal, further reducing the likelihood they reach the inbox.

6. When you have Poor Engagement 

Low open rates, high bounce rates, and minimal click-through rates signal to email providers that recipients aren’t interested in your emails, which can increase the likelihood of them being marked as spam. Negative engagement indicates that your emails are being reported as spam. Spam complaints should be kept to a minimum. Even if your emails have a high open rate, if users open them to report spam, your reputation will suffer, and you will begin to receive more spam. As a result, it is critical to get the cadence right, which means targeting the right users at the right time with the right content.

7. When you have Misleading Subject Lines 

Subject lines that are deceptive or misleading can lead to recipients marking your emails as spam. Always ensure that your subject line accurately reflects the content of your email.

8. Sending Frequency

Sending too many emails in a short period, or irregularly sending emails can trigger spam filters. It’s important to maintain a consistent sending schedule and avoiding overwhelming recipients with too many messages.

Tips to prevent emails going to the spam 

1. Warm up your email 

Consider the warm-up process to be a form of email protection that keeps them out of spam folders. Email warm-up gradually increases the number of emails sent from your account, which improves email engagement and deliverability.

How email warm-up improves your emails’ delivery :

This method demonstrates to email providers that your emails are not spam, aligns with “human behavior,” and assists in avoiding spam filters. Warming up your email manually can be time-consuming. Furthermore, you must ensure that you do this each time you send a campaign.

The most effective way to warm up your email is to use a warm-up and deliverability booster like Inboxigniter. It develops a personalized deliverability strategy based on your objectives and email characteristics. This helps you build a strong email reputation and improve your deliverability score, allowing you to avoid the spam folder.

2. Complete your email authentication

Completing your technical setup or email authentication ensures that your emails reach your intended audience. Email providers use this to verify the sender’s identity.

You can do your technical setup in 4 simple steps :

Step 1 : Set up your SPF
SPF stands for Sender Policy Framework. This confirms that your emails were dispatched from your domain.

Step 2 : Set up your DKIM
DKIM stands for Domain Keys Identified Mail. This ensures that your emails remain unaltered once they are sent.

Step 3 : Set up your DMARC
DMARC stands for Domain-based Message Authentication, Reporting & Conformance. This assists in safeguarding your domain against assaults, phishing messages, and the like.

Step 4 : Set up your Custom Tracking Domain
This enables you to monitor the frequency of opens and clicks in your emails securely while safeguarding your domain against cyber threats, phishing attempts, and similar attacks.

Click Here to learn more in detail about SPF, DKIM and DMARC 

3. Avoid clickbait in your subject lines

Your emails will be opened or marked as spam depending on how well you write the subject line. It should entice your audience, nudge them to read the email, and demonstrate the value they can expect from you.

However, always ensure that the promise in your subject line corresponds to the content of your email. If not, your audience may mark it as spam.

4. Add an unsubscribe button 

An unsubscribe button lets your subscribers opt out of receiving your emails. You can remove them from your email list and avoid receiving spam complaints.

This applies to any type of email you send, including cold emails, newsletters, transactional emails, and so on.

5. Don’t use spam trigger words

Some words in your emails may trigger spam filters and land them in the spam folder. The excessive use of these “spam trigger words” ruins your deliverability.

6. To avoid spam filters, use proper sending practices

Sending emails correctly is an underrated action that can help you avoid spam. Keep a natural pace that corresponds to human behavior when sending emails.

Here are some sending tips for avoiding the spam folder.

Send 50-200 emails per day, per address.
Spread out your emails throughout the day. Aim for at least 50 responses per 200 emails sent.

7. Don’t use complex HTML

Complex HTML can contain broken code, which alerts email providers. This reduces the likelihood of email delivery and, even if delivered, may result in it being marked as spam. To avoid this, use simple variables to customize your emails.

8. Don’t use link shorteners & attachments

Link shorteners are frequently used in spam and phishing emails. In addition, attachments have been known to carry viruses. So, avoid using these elements to avoid being marked as spam by email filters.

Instead, hyperlink your text or include the entire link in your email. This ensures your deliverability and allows you to share files with your audience.

9. Personalize your emails

Personalizing your emails keeps them from looking spammy and earns your audience’s trust. It indicates that your email was written specifically for them. Making your emails stand out is an excellent way to increase response rates from your target audience.

However, if you have a large audience, it may take a while. Custom tags are the most effective way to personalize emails on a large scale.

Here are three custom tags you can use on Inboxigniter to grab your audience’s attention:


10. Verify your subscriber or email list

Your email list includes all of the people you contact via email. Sending emails to people of non-existent addresses elevates your bounce rate, damaging your email credibility, reducing your delivery rate, and causing your messages to be funneled into spam folders.

Verifying your email list prevents this by indicating which email addresses are undeliverable or invalid. Also, avoid purchasing email lists online. Email providers include spam traps on these lists. Spam traps are fake email addresses used to determine whether you’re sending emails to a verified list or not.


To avoid spam filters and ensure that your emails make it to the inbox, every email marketer should employ strategies like maintaining a healthy email list, implementing strong email authentication, Using a spam checker before you send your email can also help keep your email from being sent to spam. These practices, combined with consistent engagement tactics to get recipients to open your emails, can significantly make sure your emails land in the inbox, enhancing the effectiveness of your email campaign and reducing the chances that your emails are going to spam.

Only one factor can prevent your emails from going to the spam folder: their deliverability. Use the tips in this article to ensure that your emails reach your target audience, resulting in more responses and better results 🚀.

And, if you wish to :

Saving time by automating your email warm-up
Improve your deliverability with a personalized strategy and detailed reports. You should get a warm-up and a deliverability boost!

Learn more about this in our deliverability guide. 🙌

InboxIgniter – AI-driven Mailbox Warming Tool


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