How to prevent your emails from reaching the spam folder?

How to prevent your emails from reaching the spam folder? As time goes by, email marketing has become very relevant to advertising campaigns. Many companies have opted for this marketing tool, obtaining incredible results. However, there is a big problem: many of these emails end up in spam. Because of this, it’s essential to know how to prevent your emails from going to spam.


The truth is that doing an email marketing campaign takes time, especially if you want to perfect your newsletter. That’s why it’s so annoying when your emails end up in the spam folder. Therefore, you must know what you’re doing to end up in there. In short, what’s in your emails that’s making them reach the spam folder.


What is spam, and what can it cause?


Prevent your emails from reaching the spam folderKnowing what could be the causes for your emails to arrive in the spam box can go a long way in solving this problem. That’s why today, we’ll show you some ideas to avoid falling into this spam folder. Thus, allowing you to achieve all your objectives by using this medium.


If we talk about what spam means, we must first understand its meaning. When we mention the word “spam”, we mean those messages we get without asking for them. Many brands (and shady individuals) send these massively for advertising purposes.


The most common way to send this type of message is through email. However, they can also be present on social media and instant messaging services.


Similarly, we can refer to fraudulent emails by mentioning the word spam. In general, these types of malicious messages contain scams. Their goal is to obtain the recipient’s private information, such as their data, bank account password, etc.


Why do the emails they send arrive in the spam folder?


Prevent your emails from reaching the spam folderFollowing on from the previous point, there are a few reasons why your emails land directly in the spam folder.


Why do emails reach the spam folder? In the world of email marketing, this question is more common than you can imagine. That’s why we must answer it before moving on.


So, let’s see the reasons why your emails may be arriving in the spam folder:


  • Can’t get past spam filters.


Some emails don’t pass through the anti-spam filters created by the ISPs (Internet Service Provider or Internet service providers). These filters are responsible for evaluating how high the quality of incoming emails is. They work as an algorithm of different elements to determine which messages can reach the inbox.


  • Each ISP has its restriction criteria, Prevent your emails from reaching the spam folder.


This makes it difficult for emails to reach your inbox as each ISP has its level of restriction. That’s why in some cases, an email can get into the inbox without any problem, while others can be illegal and will arrive in the spam folder.


  • Certain email providers mark the email as illegal.


Prevent your emails from reaching the spam folderThis is very common, as many emails arrive in the spam folder without being spam. After all, many providers like Outlook, Yahoo and Gmail mark them as spam. This is either because the IP has a bad reputation, there is little interaction from the recipients or other factors.


What to do to prevent my emails from reaching the spam folder?


To carry out an email marketing campaign, you need to know how to prevent your emails from going to spam. Therefore, take note of all the tips that we will give below so that your emails pass the spam filters of the ISPs successfully:


  • Use an email address with your domain.


When using a generic email account like Gmail or another free provider, it’s common for your emails to be marked as spam. In other words, these types of accounts are convenient to use as personal mail and not for a company.


For example, imagine being contacted through a store with a generic email like “ “. An email like this can seem very suspicious, especially for ISP filters. So, we recommend creating your domain address to convey professionalism and confidence to all your subscribers. Besides, you will avoid falling into spam with your domain address.


  • Have quality contact lists, Prevent your emails from reaching the spam folder.


Since this is a handy advice post, we want to give you a significant one. For any reason, “NEVER” buy an email list as this is considered an illegal action, and you would be attacking yourself.


Regardless of how valuable your digital advertising maybe, some people often unsubscribe.


They can also stop using their email, and the emails you send remain unopened, which can negatively affect their deliverability.


That’s why you should focus on having quality contact lists. Forget the number and start removing inactive email addresses from your lists. This way, you can see your open rate grow and your emails land in your contacts’ inboxes.



  • Maintain your IP reputation, Prevent your emails from reaching the spam folder.


This point is exciting if you want to know how to get emails to the inbox.


Using a shared IP is normal when you don’t have a large volume of shipments. And when this happens, specific controls must be in place to guarantee the reputation of the said IP addresses so that your emails reach the inbox of your contacts. For this, in a marketing agency, you will find experts who know how to make an email not become Gmail spam. Thus, maintaining the reputation of your IP through the corresponding programs.


In addition to a shared IP, dedicated IPs are also available. This IP needs good practices to achieve a good reputation and gain the trust of email providers.


One of our best recommendations is using the double-opt-in (opt-in process). This way, you can ensure that your new subscribers are interested in receiving your messages.


As good news, most email providers allow you to track your IP reputation so that you can catch any anomalies early. Therefore, tools like Talos Intelligence or Sender Score can be of great help.


  • Don’t use URL shorteners, Prevent your emails from reaching the spam folder.


URL shorteners are often widely used within the marketing area. However, in some instances, they can have their disadvantages.


Shortening URLs for an email marketing campaign trigger many red flags because spammers use them to hide the actual destination page.


Besides, it’s important to note that this can also happen with sending emails made up of images only. This is a practice frequently used by spammers to hide information. That’s why the abuse of images will only make the message unreadable by ISPs and considered spam.


  • Work to regain the interest of your contacts.


This is a common reason for your emails to end up in the spam folder. In some cases, your readers won’t be interested in your content, and when that happens, they delete the emails without opening them or cruelly mark them as spam.


Of course, this is an action that discourages anyone, and you will indeed wonder why this can happen.


When a user doesn’t care about your emails, it may be because they aren’t relevant, the frequency of sending them isn’t the most appropriate, or their language is very commercial.


Similarly, not including a link to unsubscribe can be another reason for this to happen.


So, to prevent your emails from reaching spam, give visibility to the link to unsubscribe. This can be of great help so that your subscribers don’t resort to the practice of spamming.


  • Be careful with misleading words, Prevent your emails from reaching the spam folder.


In the world of email marketing, there are words that you should avoid. This way, the email platform won’t mistake you for a spammer. Words like “lottery” or “urgent” are striking because they encourage users to open deceptive emails that aren’t what they promise.


These emails are usually spam, and unfortunately, it won’t exist for that user when this happens.


Did you like this post?


These are often the elementary practices to prevent my emails from going to spam. However, when hiring the services of a marketing agency, professionals in email marketing campaigns will use other tools so that this doesn’t happen at any time.


For example, at BluCactus, we prevent your messages from reaching the spam tray in the following way:



  • We make use of the best authentication tools.


  • By managing and controlling your reputation by monitoring factors that may call it into question.


  • We optimise the sending of emails.


  • We guarantee the optimisation of the HTML structure of the emails.


Our service also manages all the statistics corresponding to an email marketing campaign for better performance. If you’re already tired of your emails getting into the spam folder, contact us, and we will gladly help you.

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