Why Emails Go to Spam Instead of Inbox

Why Emails Go to Spam Instead of Inbox

Do you have low email open rates? That could mean that your emails are getting flagged by spam filters.

In this guide, we’ll share 11 reasons why your emails go to spam, and how to make sure they don’t.

Email has an inbox placement rate of about 85%. That’s pretty darn good! But, that still means that roughly one out of every five emails you send either gets filtered as spam or blocked entirely.

To fight this, you first need to know why it happens, so let’s talk about that.

One of the big reasons that your emails go to spam is that spam filtering has become more rigorous. Webmail providers are simply cracking down on spam. However, the filters aren’t 100% accurate, so sometimes legit emails go to spam too.

But here’s the tricky part:

Subscriber engagement plays a huge role in email deliverability. That’s because webmail providers look at your engagement levels and recipient behavior when deciding which emails make it to the inbox.

But not your emails. Not anymore. We’ll explain all of these factors in detail so you can avoid getting flagged and stop your emails from going to spam.

Ready to learn why your emails are landing in the spam folder, and how you can keep it from happening? Here we go!

Reasons Why Emails Go to Spam

There are many things that go into whether or not your emails get delivered to the inbox. Let’s dive into the reasons why your emails aren’t getting past the spam filters.

1. You Didn’t Get Permission to Email

The #1 rule of email marketing is to get permission to email first. Never buy a list of email addresses, or you risk violating the CAN-SPAM Act and may be subject to penalties of up to $16,000.

To get permission, you’ll need an optin form on your site that makes it perfectly clear that your visitors are subscribing to your email list. Download our 63-point optin form checklist to make sure your optin form is set up properly.

Also, don’t manually add emails that you got off of business cards collected at a conference to your email list. While you may think that they would appreciate your newsletter, sending emails to them violates the CAN-SPAM Act because they did not give you permission.

You can – and should! – send those leads emails, though! Follow up with a separate drip campaign, personal email, or autoresponder series designed just for those leads and give them the chance to optin to your newsletter.

2. Your IP Address Was Used for Spam

Even if you never send spam yourself, your emails could get flagged as spam if your IP address was used by someone else for spam.

For example, if you send your campaigns through an email marketing service, your email is delivered through their servers. So if even one other customer sends spam, it could affect your deliverability as well.

Note, however, that every email marketing service we recommend is vigilant about keeping their sending reputation intact, and they have very strict procedures and regulations in place to prevent this type of thing.

In general, stick to a reputable email service provider and you should be fine. Some providers we recommend are Constant Contact, Drip, and Sendinblue.

3. You Have Low Engagement Rates

Top webmail providers have stated that they look at how many emails are opened and how many are deleted without being opened as a factor in their spam filtering decisions.

So if you have low open rates or read rates, your emails are at higher risk of being flagged as spam. And, let’s just say that everyone’s read rates can stand to be a little higher. The average read rate across industries was 24% in 2018.

To increase your open rates, send your emails at the right time, perfect your subject lines, segment your list, and keep your list fresh.

For more detailed tips and 6 more ways to increase your open rates, read our post on 10 easy ways to improve your email open rate.

Making your read rates better means writing better email copy.

4. Your Subscribers Don’t Remember You

The second most common reason that emails never reach the inbox is spam complaints. In 2018, the average overall complaint rate was 0.39 percent, nearly double mailbox providers’ recommended 0.2 percent.

Every time a subscriber reports an email as spam, whether or not the email is actually spam, the complaint gets recorded by the mailbox provider. Once the complaints exceed a certain threshold, all future campaigns skip the inbox and get sent directly to the spam folder.

So why would a subscriber flag your email as spam if it isn’t spam? Well, the most likely reason is that they simply don’t remember you. Even though they gave you permission to email them, they don’t remember doing it, so they think you are sending them spam.

To prevent this from happening, make sure that the branding in your emails is memorable, and matches the branding on your website. This includes any images, colors, typography, voice, etc. Also, make sure the “from” line is from a name they will recognize.

If your subscribers don’t immediately remember you, you could get spam complaints, so keep that in mind.

Also, make sure to include an easily accessible “unsubscribe” link so that they can opt out if they no longer want your emails.

5. You Have Low Mailbox Usage

e fifth item on our list (and the third most common cause of low inbox placement) is low mailbox usage.

In their spam filtering algorithms, mailbox providers look at the ratio of active to inactive email accounts on your list. An inactive email account is an account that hasn’t been used for a long time or is very rarely ever used.

If you are mailing to a large number of addresses that appear to be nearing abandonment, that’s a red flag to spam filters.

To prevent this, clean up your email list periodically of any subscribers who haven’t engaged with your campaigns in a while.

Your email service provider may also include a feature to automatically purge any emails from your list that look like abandoned addresses.

6. Your Subject Line is Misleading

As the CAN-SPAM act states, it is actually against the law to intentionally mislead someone with your subject line in order to induce them to view the message.

In a survey conducted by Litmus and Fluent, over 50% of participants stated that they have felt cheated, tricked or deceived into opening a promotional email by that email’s subject line.

Here are some examples of misleading subject lines:

  • Did I leave my jacket at your place? This type of subject line can be used as a trick to make it look like they know you.
  • RE: CURRENTLY IN OFFICE is doubly sneaky because it can be mistaken for a reply to your email or a work-related email.
  • Urgent – Update your information. If something says “urgent,” it had better be urgent.
  • Thanks for your order! It’s super poor form to use a transactional subject line if the email isn’t actually transactional.

We know what you’re thinking. “Why would anybody ever do anything like this? These are some super shady tricks.”

You’re so right. But there are also some gray areas you should avoid, too.

For instance, imagine you’ve just written 8 tips for increasing your Instagram engagement and you want to share it with your email newsletter subscribers. To get them to open the email, you consider being sly with a subject line like, “8 Reasons You Should Never Post to Social Media.” But when they open your email thinking that something just drastically changed in the social media marketing world you’re like, “Totes kidding, folks. But here are the 8 tips I ACTUALLY wanted to share with you.”

Some of your subscribers may be amused but others not so much. Is it worth the risk

7. Your “From” Information is Inaccurate

It’s also against the CAN-SPAM ACT to mislead anyone with your “from,” “to,” “reply-to,” and routing information.

For example, if you made your email look like it was from the President, that would be illegal. Yes, an extreme example, but you get the point.

As a best practice, make sure you include a name in the “from” field that your subscribers are likely to remember, and don’t change it too often. It could be the name of an individual, your company name, or a combination of the two (e.g. “Syed from OptinMonster”). Whichever you choose, go for memorability and consistency.

8. You Didn’t Include Your Physical Address

You legally must include your valid, physical address. That can be your current street address, a post office box that has been registered with the U.S. Postal Service, or a private mailbox registered with a commercial mail receiving agency established under Postal Service regulations.

If you are a small business owner and you work out of your home, you should definitely get a P.O. box for business purposes so you don’t have to broadcast your home address.

9. You Didn’t Include an “Unsubscribe” Link

You can’t build a house without doors and you can’t send emails without an unsubscribe link.

No matter how valuable you think your email campaigns are, you still need to give your subscribers a way out. If you don’t, you could get spam complaints (at best), or slapped with thousands of dollars in fines.

At the bottom of your emails, include an unsubscribe link or a similar opt-out feature.

Also, when someone asks to be removed, you need to process that request within 10 business days. You can’t charge a fee to remove them, ask for any information other than their email address, or make them do anything other than sending a reply email or visiting a single page on your website.

For example, you can’t make subscribers fill out a form that explains why they are opting out before they can unsubscribe. If you do want to survey your unsubscribers, show them the survey right after they have successfully opted out or in the unsubscribe confirmation email, not before.

.Never sell or transfer the email addresses of your unsubscribers to another mailing list.

10. You Used Spam Trigger Words

Some spam filters are triggered by certain words in the subject line or the body of the email. Some spam trigger words are:

cancel at any time
check or money order
click here
dear friend
for only ($)
free or toll-free
great offer
increase sales
order now
promise you
special promotion
this is not spam
Your email provider may have a built-in tool that checks your emails for spam trigger words before sending it. Alternatively, you can also use ISnotSPAM, a free tool which scores your emails for deliverability and to see if they’re likely to trigger spam filters.

Just send your email to the email address displayed on their website, and then click on the View Your Report button.

The report will show you the criteria they looked at, along with your score and whether you passed or failed the test.

For a list of spam trigger words, check out this comprehensive list.

11. Your HTML Emails Don’t Follow Best Practices

If you are sending text-only emails, you don’t have to worry about this. However, you may want to send HTML emails as well as a text-only version. That way, you can include some branding elements that make your emails more memorable (which helps with engagement).

We’ve actually tested plain text versus branded emails with our email list and found that the branded emails actually get higher engagement. So it’s definitely a good thing to try with your own list.

However, you need to follow some best practices for sending HTML emails so they don’t get marked as spam:

Use a maximum width of 600-800 pixels. This will make them look good in most email clients.
Keep your HTML code as simple and clean as possible. If you are using a template from a reputable email service provider, you should be OK.
Keep your image-to-text ratio low. Images are OK to include in your email marketing campaigns, but never send image-only emails with no text.
Optimize your images for email by compressing them first. Don’t use super high-resolution images or other media with a large file size.
Don’t use obscure fonts. Stick with fonts that work across platforms, like Arial, Verdana, Georgia and Times New Roman.
Optimize for mobile. Make sure your emails are readable and load quickly on mobile devices, and that your links can be pressed easily with a thumb.

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