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Why Do Emails End Up In Spam?


For many years, the Internet has been the easiest and fastest way to communicate, and all this time, the number of people who try to make contact with users who do not want it at all is growing.


Email services, in an effort to please customers, try to contain this rapid flow of messages by filtering out emails that the mailbox owner most likely does not want or does not expect to receive. The spam folder is a kind of “purgatory” for emails, and without it, the mailbox would be overflowing with unwanted messages.


1. Purchase databases of mailing lists

Buying an email database is a bad idea.

Imagine a situation: over the course of a year, you have developed your business and expanded the subscriber base by 20 thousand people. You regularly send them mailings, so the mail provider understands how many people you have in the database.

And so, you decide to quickly accelerate your own development. You buy a database with contacts of 200 thousand people and start making mailing lists for them. At such moments, the mail provider understands that such an increase in the subscriber base is unnatural, and will send all your emails to the spam folder.

2. You didn’t set up your email properly

Be sure to enable email tester before sending it out. It will show whether the email will end up in the subscribers ‘ mailboxes or whether the email service providers will consider the mailing to be spam. In this case, the probability that the recipient’s email checker will work properly and your email will reach will be much higher. You also need to check email deliverability, because you may send emails to non-existent email addresses and lose time and effort in vain.

3. The recipient did not give permission to send the emails

There’s nothing wrong with wanting a large subscription base. While our research shows that email marketers with large email contact bases have lower average discovery rates, you shouldn’t ignore the fact that they can potentially generate a lot of revenue.

But the desire to get as many contacts as possible should not become an obsession. You can’t go to her at all costs.

Recent regulations, such as the GDPR (EU General Data Protection Regulation) or the CCPA (California Personal Data Protection Act), tighten the requirements for protecting the privacy of users ‘ personal information. According to them, it is no longer enough to simply give the recipient the opportunity to unsubscribe.

Before sending emails make sure that you have received the users permission to do so. If you ignore this in practice, you risk going to spam, and getting a fine.

So if:

  • you collect email addresses for campaigns from Gmail, Outlook, LinkedIn or other platforms-postal, where you have the contacts,
  • your online store will automatically add contacts to the database, which was on the order page,
  • in the subscription form, by default, there should be a “check mark” of the offer to subscribe to the newsletter,
  • buy or download email addresses from “trusted” sites,

… stop this immediately.

How not to get into spam?

Gradually increase the volume of messages you send.

If you have just started sending mailings, Gmail recommends gradually increasing the volume of messages sent, while at the same time monitoring the reaction of readers in the postmaster. A sharp jump in the number of messages sent can lead to an increase in the number of complaints. Read our article about warming up the sender’s domain to get it right.