Top Reasons Why Emails Go to Spam and How to Prevent It
Ensuring your emails reach the desired inboxes is very crucial for effective communication, but it can also be challenging to understand why emails go to spam. Modern mailbox providers use powerful anti-spam filters that, while beneficial, can sometimes misdirect legitimate messages. This guide will break down the most common reasons why your emails go to spam and provide actionable steps to improve your email deliverability.
In this article, we'll discuss:
Improve Deliverability with Email Authentication (SPF, DKIM & DMARC)
One of the single most effective ways to prevent your emails from being marked as spam is to prove they are genuinely from you. Email authentication protocols like SPF, DKIM, and DMARC are DNS records that verify your identity to receiving mail servers, significantly improving your email deliverability.
Please click the following sub-topics below to learn more about how to improve deliverability through email authentication.
For DMARC to function, your DNS records must contain an SPF record and an A record. DKIM is highly recommended but optional for a basic setup. Please expand the section below that corresponds to your email platform for specific instructions.
If you have already set up your required DNS records, no further action is needed. If not, please see the Cloud Mail DNS Settings article to add the correct DNS records.
To create a DMARC record, please follow the standard format: v=DMARC1; p=none; rua=mailto:[user email]. For instructions on how to add this TXT record, refer to the How to Manage DNS and Advanced DNS Records article.
If you have not already, add the Google Workspace SPF record: v=spf1 include:_spf.google.com -all. For instructions, see the How to Manage DNS and Advanced DNS Records article.
For instructions on how to set up DKIM, please visit Google Workspace Admin Help.
To create a DMARC record, use the standard format: v=DMARC1; p=none; rua=mailto:[user email].
If you have not already, add the required DNS records for your Microsoft 365 email. Please see the Required DNS Settings for Microsoft 365 Email article.
For instructions on how to set up DKIM, please visit the Microsoft Knowledge Base.
To create a DMARC record, use the standard format: v=DMARC1; p=none; rua=mailto:[user email].
To create a DMARC record, please follow the standard format: v=DMARC1; p=none; rua=mailto:[user email].
For instructions on how to add the DMARC record, refer to the How to Manage DNS and Advanced DNS Records article.
Please see the What Are My Email DNS Settings? article to get the correct DNS records. Follow the steps below to enable DKIM.
- Log in to your Account Manager via https://www.networksolutions.com/my-account/login.
- Click Professional Email on the left navigation menu.
- Select the mailbox you wish to manage, then click Manage.
- Click DKIM Manager.
- Select Configure with auto-generated keys to enable DKIM.
- Select the DMARC policy (None, Quarantine, or Reject).
- Type the email address for DMARC reports in the Send Reports to field.
If your domain is not on our nameservers, click the View DNS TXT Record Information link after enabling DKIM and provide these records to your nameserver host.
Important:
- Please remember that only one SPF record is allowed per domain. Having multiple SPF records can disrupt your email functionality. For a more detailed guide, see How Do I Manage DNS and Advanced DNS Records.
- SPF record changes may take 24-48 hours to update throughout the internet, also called propagation. Updates may resolve faster at some locations than others because many nameservers on the internet retrieve updates at different times.
- If you have a hosting package or website with Network Solutions that includes a Contact Form, please update or edit your existing SPF record to the following:
v=spf1 include:spf.registeredsite.com include:spf.cloudus.oxcs.net ~all
Below are the quick step-by-step instructions on how to manage SPF records in your Account Manager.
- Log in to your Network Solutions® account via https://www.networksolutions.com/my-account/login.
- Select Domains on the left side of the page.
- Select the domain name you want to change. If you only have one domain, you will be rerouted directly to the Domain Details page.
- On the domain page, go down to the Advanced Tools section.
- Click Manage next to Advanced DNS Records.
- A new page will open.
- To Add Records: Click +Add Record. A new window will open.
- To Edit Records: Scroll down to the TXT Record you want to manage and click the pencil icon. A new window will open.
- Select Refers to from the drop-down menu. You can choose @, www, or Other Host.
- If you select Other Host, you will be asked to enter the Host Name.
- Enter the TXT Value into the field. You will need the entire TXT Value you were given.
- Enter the TTL value. The TTL default is 7200 (2 hours).
- Click the Add button. If you are editing records, click the Edit button.
Other Common Reasons Why Emails Go to Spam
Beyond authentication, several other factors can affect why emails go to spam. Take steps to avoid these common issues:
The Sender Information is Inaccurate
You must clearly state who you are or who your company is. Make sure not to include any inaccurate or misleading information in your email. Your 'From,' 'To,' 'Reply-To,' and routing information, including the originating domain name and email address, must be accurate and identify the person or business who initiated the message.
You’re Using Spam Trigger Words
Email spam filters look at the content within your email to decide whether it goes into the spam folder or the inbox. If they notice suspicious "trigger words," your email is likely to be sent to spam, even if you have the best intentions. Sounding manipulative, needy, cheap, far-fetched, or shady is a surefire way to flag your email as spam.
Example of trigger words:
- Call now
- Get started now
- Take action
- This won’t last
- Offer expires
Weak Subject Line
Your email headline is critical. Surveys tell us that 69 percent of email recipients reject email as spam based solely on the subject line.
Here are some of the subject line best practices you’ll want to follow:
- Do not use excessive capital letters. It will seem like you’re shouting at recipients
- Do not go overboard with exclamation points
- Never make false promises
- Avoid sounding overly pushy or trying to sell something
You’re Sending Emails to Inactive Addresses
If you receive this bounce-back message, it means that the email was sent to an inactive address and, therefore, not delivered.
If you do this on a large scale and consistently send emails to inactive addresses, spam filters will penalize your domain or ISP. The odds of your emails going to spam will dramatically increase.
The solution?
Make sure that you regularly clean your email list and delete inactive addresses.
Incorrect Spelling and Grammar
Spam filters are on high alert nowadays. Spelling and grammatical errors could land your email in the spam folder. Be extra diligent about double and even triple-checking each email before sending it out.
Although email spell checks are useful for catching most things, they won’t find everything. Proofreading is still the best practice to eliminate these errors. Always run a spell check or use a writing assistant app like Grammarly.
Bad Email Design
Here are some best practices to follow when designing an email:
- The email should be mobile-friendly and desktop compatible
- The email should be on-brand, so people recognize you easily (This includes colors, fonts, images, and tone)
- Your email should not be images only; have the right image-to-text ratio
- The text in your email should be simple, on point, and easily understood for quick readers
Review
Learning why emails go to spam is key to improving your email deliverability. By applying proper email authentication methods, such as adding DKIM/DMARC and SPF Records, maintaining accurate sender information, writing professional content, and managing a healthy email list, you can significantly increase the chances of your email messages landing in the desired inboxes.